DISH Media Scales Programmatic and Addressable TV in Response to COVID-19 Budget Shifts

Given the volatility of opening procedures on a marketbymarket basis resulting from the COVID19 crisis coupled with the financial toll that it has taken on consumers brands must squeeze every ounce of ROI out of their media buys quotIt39s all about wanting to maximize ROI and not waste any impressions on the wrong audience especially when everyone has an intense need to be efficient right nowquot says Dave Antonelli pictured at top director of ad strategy and revenue at SLING TV According to Antonelli strategic buying and databacked solutions are the number one way to goSo what are these pandemicera optimizing strategies Antonelli says they are the tools that have been around all along programmatic and addressable These datadriven and realtime solutions give brands the flexibility and the precision they need to reach the audiences they need with minimal wastequotThat is where addressable and OTT as a whole come inquot Antonelli continues quotYou are able to laser focus your buy within the right target audience and layer in geographical region and different attributes you are looking for in consumers with first and thirdparty dataquot The wealth of information that DISH Media accesses from firstparty subscriber data across DISH and SLING TV fuels all of their addressable campaigns and with the recent acquisition of Boost Mobile there is more opportunity for growth in the futureProgrammatic buying specifically has seen an increase in spend in recent weeks and has been touted for its lower cost and the ability to buy in realtime This OTT buying strategy allows for clients to plan in the shortterm and customize their buying strategy allowing them to be nimble and efficient as regional openings continue to fluctuatequotProgrammatic is a vital toolquot notes Antonelli quotThe big request right now from many of our partners is flexibility along with having great data to targetquotAccording to Antonelli even companies that mostly focused on linear have started to consider programmatic more He says the biggest draws are the lack of barriers to entry how easy it is to transact and the level of targeting and transparency OTT brands like SLING TV can provideFortunately for agency buyers DISH Media has one of the leading programmatic buying platforms and was already set to ease their transition to addressable and OTT television opportunitiesquotWe knew that 2020 would be the year that more buyers would want to buy programmatically and would be more responsive to programmatic initiatives With the advent of the pandemic that has turned out to be an understatementquot Antonelli reports quotOur development team has done an awesome job connecting universally to every DSP demandside platform Our programmatic tools offer media buyers the flexibility to make realtime decisions evaluate performance and optimize accordinglyquotAs demand for more targeted and precise advertising methods continue to grow publishers are adapting to the wave and changing how they see and define their businesses quotPrior to the pandemic we were leaning into OTT changes in the marketplacequot says Antonelli quotWe made it a priority to merge our DISH satellite business with the SLING TV OTT business We believe the future of TV is going to be impression based It39s not about whether the content is delivered to the TV via an IP connection or a satellitequotDISH Media has been moving toward a holistic approach the last few months strengthening its crossplatform offerings with new addressable products like Reach Booster opening up their settopbox VOD inventory for programmatic buying and building partnerships to expand national minute enablementOpening up buying strategies to addressable and programmatic advertising assures media planners and buyers that their reallocation of budgets is scalable both nationally and on a more targetedbasis Importantly the budget shifts they39re making in response to COVID19 will be sustainable as market conditions adjust to new normsAntonelli sums it up quotWe have great deterministic data to help buyers reach their target We work with thirdparty measurement companies so we aren39t grading our own homework We embrace flexibility especially in this moment and we are responding to our clients39 needs to transact programmaticallyquotAs advertiser agency and TV industry needs and priorities have coalesced in response to the pandemic DISH Media has made leadership relevant audience targeting full transparency brand safety and trust their missioncritical priorities While there are still quite a few uncertainties on how things will play out publishers are becoming more focused on delivering successful advertising to its clients providing marketers with the flexibility and data targeting capabilities of digital complementing the brand impact of televisionClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the 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DISH Media Scales Programmatic and Addressable TV in Response to COVID-19 Budget Shifts

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Jeff Minsky

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