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Cadent, Catalina Expand CTV Advertising Partnership


Cadent and Catalina have signed a new multi-year agreement establishing Cadent as Catalina’s preferred platform for executing linear, addressable and connected TV ad campaigns for consumer packaged goods brands and Catalina as Cadent’s preferred CPG data, audience and measurement provider.

Cadent and Catalina will support shared and new customers through this expanded partnership as they grow their business through data-driven linear TV and CTV advertising, which continue to expand. Since first forming a strategic alliance in 2020, the partnership has experienced 900 percent year-over-year growth in a tight market, as advertisers aim to deliver successful scale and reach. In 2022, partnership campaigns drove an average sales lift of 25 percent.

To do so, Catalina is leveraging Cadent’s expertise in TV advertising and Aperture Viewer Graph technology to help brand advertisers maximize their media budgets and drive higher return on ad spend. Meanwhile, Cadent is leveraging Catalina’s ability to target and measure CPG brand and category buyers to target households during the purchase cycle.

Additionally, the companies are providing brand marketers with Catalina’s Responsive Media solutions that re-engage shoppers who have seen a TV ad with an in-store or digital coupon to incentivize those who have not yet purchased the advertised product during the campaign flight window.

Cadent’s cross-screen TV advertising technology and Catalina’s deep consumer insights and purchase-based measurement capabilities can now provide CPG marketers with unique solutions and unmatched reach for its end-to-end brand campaigns. Cadent’s Aperture Viewer Graph covers nearly 100 million U.S. households and overlaps with Catalina household IDs in the US by nearly 95 percent.

“Cadent is thrilled that we continue to grow our partnership with Catalina to provide our CPG brand customers with best-in-class audience targeting and measurement solutions,” said Mari Tangredi, SVP, audience solutions at Cadent.

“This partnership highlights the impactful work we can deliver by combining Catalina’s valuable consumer insights with Cadent’s Viewer Graph, end-to-end platform technology and TV advertising expertise, empowering marketers to activate strategic cross-screen campaigns more effectively and efficiently.”

Already, Cadent and Catalina have been jointly recognized as winners of the 2022 AdExchanger Award for the “Best Data-Driven TV Campaign.”

The campaign was executed for shared client Applegate and delivered household-level, targeted CTV ads to 4.2 million buyers, optimizing for performance based on purchase behavior in real-time. The custom, sequential omnichannel campaign aimed to attract new Applegate triers to its portfolio of natural and organic meats, re-engage lapsed buyers and encourage cross-category purchases.

“At Applegate, we are always looking for new and innovative ways to connect with our consumers and deliver on our mission of ‘Changing the Meat We Eat.’ Our partnership with Cadent and Catalina is a great example of thinking differently,” said Molly Scerra, senior brand manager for Applegate.

“By leveraging their data-driven TV advertising model and in-store Responsive Media, we delivered targeted and measurable campaigns that drove results, including a 25 percent in-store sales lift. We’re thrilled to have been a part of this award-winning campaign, and we look forward to continuing to work with Cadent and Catalina to innovate and elevate our marketing efforts.”

To learn more, visit catalina.com.

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Donald E. Stephens Convention Center
Chicago, Illinois
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