Aliana Heffernan

Cadent needed to drive awareness and education around data-driven linear—a type of TV media. Sales believed there were misconceptions about its capabilities and limitations for advertisers.

To engage advertisers, I created a multi-page asset that could be shared as a carousel on social media, including LinkedIn and Instagram, or as an attachment in outbound sales emails. The project required understanding advertiser challenges and expertise in copywriting, editing, briefing graphic designers, managing review cycles, and rolling out the asset to sales and relevant social channels.

Ultimately, the content successfully supported sales while serving as an engaging marketing asset for distribution.

As part of Cadent's sponsorship at the Brand Innovators' Leadership in Brand Marketing tentpole event at SXSW, I organized an on-stage interview featuring Andrew Horlick, VP of channel partnerships at Cadent, and Danone executives Linda Bethea, head of marketing, and Eric Flinn, executive creative director. The session, which focused on the importance of creativity in marketing, drew a packed audience and showcased thought leadership.

REI aimed to grow awareness of its #OptOutside campaign among current customers and expand that awareness to new audiences. To achieve these goals, we leveraged 1st-party audiences and location data to activate mobile and digital out-of-home media (DOOH) media. Ultimately, the campaign drove a 3.6x increase in in-store visits and significant lifts in KPIs, such as purchase intent, consideration, and awareness.

After meeting with sales and product marketing, I identified a need to help advertisers reach sports audiences more effectively across linear TV, CTV, and digital platforms. To position Cadent as a thought leader and drive demand, I led the development and promotion of the Sports Audiences Playbook, an ebook showcasing data-driven insights and strategic recommendations. I collaborated with the sales, product marketing, and design teams to create a compelling content asset, then executed a multi-channel campaign including blog posts, social media, email marketing, and a gated landing page for lead capture.

Many digital advertisers unknowingly waste ad spend on "made for advertising" (MFA) sites—websites designed primarily to host ads rather than provide meaningful content. These sites diminish ROI, contribute to ad fraud, and misallocate media budgets. The article highlights how Cadent's Aperture MX ensures advertisers avoid MFA inventory by leveraging strict vetting processes and direct publisher connections. This information is valuable because it educates advertisers on the hidden risks of MFAs and offers a straightforward solution for maximizing ad effectiveness. By understanding how to identify and avoid MFA sites, brands can protect their budgets and ensure ads appear in high-quality environments.