DISH Media's Camille Pickren on Navigating Data in the Blended Linear and Addressable Landscape

quotAs a team we are in charge of all of the propensity modeling So if an advertiser decides 39This is the kind of audience we want to reach39 we run models based on those who match the intended audience request and score all of our households to identify who is most likely to be in their target audiencequot she explains Her team also provides direct targeting and various custom postcampaign reports for linear and addressableOne of the challenges in media is that no matter how much an advertiser spends in a linear campaign they typically max out at reaching around 50 percent of the audience leaving a substantial audience still to be exposed to the messaging with the right amount of frequency This is where Pickren taps into DISH Media39s new Reach Booster product to extend reach and attain optimal frequency Reach Booster analyzes how a campaign performs in linear and then directs addressable ads to those homes that missed the linear messagingquotThe idea was to find everybody in a linear schedule who had seen a specific ad and then target those who didn39tquot Pickren says quotWe39ve run several beta campaigns at this point and they39ve been really successful reaching people who are not seeing the linear campaignsquot she adds Using Reach Booster Pickren and her team have helped clients dramatically increase reachFinding the Best Data PointsIn a world awash with granular firstparty data advertisers are faced with weighing which sets are best for a particular sales campaign quotThere are so many datasets that it39s a little overwhelmingquot she says quotPeople tend to stick with the traditional ways that linear was designed They often start with an age and gender target in mind but I have seen that slowly starting to shift as more sophisticated data becomes availablequotGiven the rich firstparty data DISH has to offer its ability to help advertisers drill deeper leads to far better advanced targeting A recent request from an advertiser of farming equipment for example started as quotmen 18amp821145quot and expanded to quotmen 18amp821145 who make over 75k and also own more than an acre of landquot The latter resulted in an adequate sample size of 200000 households This highly targeted data approach ensures that there is as little waste as possibleEnsuring PrivacyIn today39s datadriven world consumer privacy is becoming increasingly important especially for the DISH Media team quotWe are very protective of our dataquot Pickren says quotPrivacy is a big focus for DISH as a whole and we39ve worked hard to put processes in place for targeted ad privacyquotThis focus on privacy is a big benefit to advertisers None of the data points that Pickren can access for instance are connected to a name or an address It is all anonymizedEducation and CommunicationBalancing external and internal constituencies is both an art and a data science for Pickren In addition to external informational and sales efforts DISH also focuses internally educating its sales executives on all of the different choices of data available and how advertisers can best use its data for an advertising campaign quotWe have a lot of new people coming into the company and it takes time to educate and train themquot she explains It39s well worth the investment as sales executives can then best communicate the breadth security and value of DISH39s dataDISH39s clear respect for customers39 data privacy coupled with both linear and addressable advertising opportunities means the media company is a rewarding option for advertisersClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersIf you no longer wish to receive updates from DISH please click here

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DISH Media's Camille Pickren on Navigating Data in the Blended Linear and Addressable Landscape

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