DISH Media Expands Cross-Platform Addressable With Best-in-Class Technology and Consultative Sales

DISH Media not only offers all of these services but also generates its own firstparty deterministic data to better measure all sales outcomes Antonelli39s breadth of experience amp8212 from large companies such as Viacom now ViacomCBS to smaller startups such as Cognitiv programmatic AI and SessionM mobile amp8212 enables him to easily size up the media landscape and respond quickly to client considerationsResponding to the MarketplaceAntonelli sees the current media market as fluid open and flexible offering greater opportunity to companies such as DISH Media that can deliver across platforms Clients he explains quotare interested in impressionsbased onetoone targeting or linear The pipes by which those experiences are delivered are not as crucial as a distinction It can come in over the internet or a satellite or over cable It doesn39t matter because it is still the same video spot reaching consumers whether in a targeted or traditional linear fashionquotDISH Media technologies play a pivotal role in meeting these advertiser expectations quotSling TV and DISH have the same overall goal of delivering video but they are on different pipesquot he says quotOne is over satellite and the other is over the Internet It is essentially the same content and a similar experiencequot How advertisers target or use inventory can vary but the experience remains the same for the consumerAddressable CapabilitiesWith DISH Media39s firstparty data privacycompliant processes enable impressionsbased targeting on a household level quotThat is one of the beauties of online advertising especially for Sling TV which has a registered subscriber basequot he says adding that both Sling TV and DISH have quotdeterministic matches which are a great way of targeting people with relevant ads that are more effective for advertisersquotAddressable is a huge part of DISH Media39s business for both DISH and Sling TV quotIt39s a core function of what we doquot Antonelli says quotWe have the best technology that enables addressable advertisingquot Its addressable sales span every major vertical such as automotive pharma financial and retail quotWe can match our deterministic dataset through privacysafe crosswalks with a variety of data vendors that are focused on specific KPIs such as Polk for Autoquot he adds This includes data such as foot traffic and sales lift for attribution assessmentsA notable advantage in DISH Media39s sales arsenal is the ability to launch simultaneous addressable campaigns crossplatform Antonelli explains that DISH was the first to market this capability quotWe can run crossplatform addressable campaigns with targeting and reporting across platformsquot he saysReach BoosterAnother valuable asset in DISH Media sales is the newly launched Reach Booster quotReach Boosterquot Antonelli explains quothelps turn a traditional linear campaign into one that is positively impacted by an addressable campaign We look at reach and frequency from a national schedule for a particular advertiser and a creative unit We are able to determine the reach and frequency across the entire national linear schedule for that spot and then pair it with our deterministic dataset to determine the actual reach and frequency within our subscriber basequotSo if a particular household has not been reached by the linear national ad to the degree that the advertiser would like they can then be fed an addressable ad to attain that unduplicated reach and that desired frequency Though only launched in January Reach Booster39s results are showing substantial increases in reach and frequency stabilizationThe Team is EverythingTo succeed in media sales quotYou have to be someone who is curious and you have to understand a lot of complexityquot Antonelli says adding that this is where his team excels Selling a static product isn39t an option due to the everchanging nature of today39s landscape quotYou have to keep learning and asking questions know your product and understand the landscapequotHis advice for those seeking a place in today39s media sales ecosystem is to strive to be someone who is quotcurious thoughtful and has a consultative approach who works with agencies as a resource to navigate all of the changequot Good advice for other media departments today as wellDon39t stop now Stay in the know on DISH and Sling TV addressable custom audiences programmatic etc with more from DISH Media InSitesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetIf you no longer wish to receive updates from DISH please click here

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DISH Media Expands Cross-Platform Addressable With Best-in-Class Technology and Consultative Sales

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Charlene Weisler

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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Charlene Weisler

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