DISH: Addressable TV Addresses Needs of a Targeted Media Mix

But even as these advertisers expand their portfolio of media marketing efforts by incorporating digital print radio and TV into their mixes consumer attention continues to fragment with shifting consumption behaviors throughout their day according by device Successful marketers are those who not only refine their messages according to platforms taking into account engagement across the day and viewing platforms but who also understand the value of hypermessaging to the household in a way that maximizes their reach to an advertiser39s desired target audiencesThat is where addressable advertising can offer a way to reach target consumers with measureable ROI capabilities What exactly is addressable advertising According to the CIMM Lexicon addressable advertising is advertising that is directed to specific geographies or audiences to increase its relevance This means that it enables the delivery of the right ad to the right target at the right time in the right market with measureable and impactful resultsOnce a custom proprietary advertising opportunity addressable advertising is swiftly moving to more standardizable campaigns through the expanded use of sophisticated technology and usable relevant datasets It is a targeting opportunity that more marketers are considering While still only a small percentage of overall ad spending at this time overall addressable advertising spending is projected to grow year to year 50 2017 vs 2016 and 80 2018 vs 2017 according to MyersBizNet Annual Advertising and Spending Report As the universe of reachable homes increases from the current 498 million to 115 million this growth should accelerateamp160quotAddressable advertising is based on datadriven solutions that enable scale maximize reach and offer a transparent ROI linked to firstparty data setsquot explainsamp160Brian Norris Director Short Form Media Sales at DISH Media Sales quotIt offers advertisers the reach of television with the attribution and backend reporting of digital Addressable TV is all about accountability It makes the results of every campaign perfectly clear arming marketers with the knowledge of exactly what39s working and what39s notquot he addedAddressable can offer additional insights to crossplatform buys Many major marketers are using addressable in conjunction with other platforms As Ed Beadle Senior Manager at Acura Integrated Marketing recently told MediaPost quotWe will simultaneously target a specific audience across digital social and addressable TVquot which improves the effectiveness of the messagingAddressable also enables better targeting with more relevant ad messages Brands believe that consumers will respond better to ads that directly speak to their needs As reported in Advertising Age Allstate which purchased addressable inventory from both DISHamp160and DirectTV focused their message strictly on viewers who rent as opposed to a general age gender targetamp160 In this way only the most relevant target consumers would see the adsThere are many MVPDs committed to addressable advertising amp160DISH Media Sales for example worked with a national advertiser to utilize addressable advertising to target households with motorcycle owners which are typically hardtoreach homes This additional spend through addressable was intended to supplement their already robust national buy The national buy which ran in tandem across a 13week flight window was compared with the additional addressable buy The result was that the addressable campaign reached 90 of the target while the national campaign reached 70 Netnet the addressable campaign successfully served ads to an incremental 20 of the brand39s desired households ultimately driving additional salesIn sum addressable advertising has the potential to increase the delivery and reach of potential targeted households by leveraging demographically targeted householdlevel messages on a national scale with transparency and accountability Traditional TV can offer reach and frequency but addressable delves deeper while still complying with privacy considerations by linking specific households to specific salesTo learn more about addressable advertising and the value it provides to marketers download the Addressable Viewpoint ReportIf you no longer wish to receive updates from DISH click hereClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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DISH: Addressable TV Addresses Needs of a Targeted Media Mix

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Charlene Weisler

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DISH: Addressable TV Addresses Needs of a Targeted Media Mix

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