Building Out Cross-Platform Addressable: The Core Benefits

By Sean Robertson DISH Media Sales Archives

Addressable advertising has changed the way marketers approach their TV buys. In an age where ads now find the viewers -- rather than viewers finding the ads -- brands are using data to both understand consumer behavior and target against it to ensure that the right ads reach the right audience at the right moment.

As viewing behavior has transformed into multi-platform consumption, industry leaders have enhanced addressable technology to reach these viewers across multiple devices. I've had the opportunity to live and learn best practices, and help apply them in my role at DISH Media Sales. While I'll share more in the upcoming free webinar in conjunction with Adweek on April 20, the following are key opportunities that we encounter with cross-platform addressable advertising today:

  1. Addressable advertising is key to targeting: no matter where, what or how they are consuming content, brands can reach their specific audiences. There is no better tool than the combined power of TV's premium content with the precision and audience insights of digital to deliver a brand's relevant messages to the right audience at the right time.
  2. There is no secret sauce about addressable, but there are tools to maximize delivery by geography, platform and device. Cross-platform addressable delivers advertisers a rich set of demographic descriptors, cross-tabbed with third-party data providers to hone in on the exact households that meet a brand's target attributes.
  3. Incorporating over-the-top (OTT) platforms into addressable buys closes the gap between brands and contemporary viewers. With no ad blockers, fraud or viewability issues, advertisers can ensure their messages are reaching today's viewers when they are actively watching content in a premium environment.  

In this somewhat nascent approach to cross-platform brand delivery, addressable advertising is making steady headway in the media industry, with many advertisers adept in leveraging it to reach desired audiences where content is consumed. These benefits alongside additional tactics, case studies and applications will be shared in the educational webinar "Building Out Cross-Platform Addressable" on Thursday, April 20, 2017.

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