DISH Media's Kevin Arrix Has Eyes on Future Advertising

How is the proliferation of smart TV sets and TVconnected devices now deployed by more than twothirds of all US TV households impacting DISH Media39s businessamp160 Quite positively especially for Sling TV saidamp160Kevin Arrix Senior Vice President of the divisionamp160 quotIt only adds continued exposure to consumers who are looking for skinny bundle optionsquot he explainedamp160 quotFrom our point of view we39re bringing advanced television advertising solutions to this marketplaceamp160 We can offer everything from linear to datadriven linear to addressable to connected TV or overthetopamp160 We39re enlivened by the distribution growth we see with these platforms because we think it only adds increasing scale to our full portfolioquotArrix and Sean Robertson General Manager of DISH39s Programmatic and Addressable Advertising participated in separate panels November 1amp160during NYC Television Weekamp160to deliver that messageamp160 The panels amp160one during a full day of panels devoted to the advanced advertising marketplaceamp160the other part of the annual Next TV Summit explored what future TV opportunities can come about via smart sets and devicesRobertson believes TV is entering the longtouted era of convergence where individual programs content networksamp160and applications are running simultaneously on TVs smartphones tablets and computersamp160 With that he also suggests that data will continue to advance and new robust forms of attribution will appearamp160 quotAs new forms of measurement come about we39ll use them in OTT and addressable buysquot says RobertsonDISH prides itself as a technology company at heart which is why the future of advertising is so frequently talked about at DISH Mediaamp160 quotOne example of taking a step closer to a future opportunity is the voiceenabled technology we use on our remote controlsquot Arrix said during an exclusive postpanel interviewamp160 quotThat can be a catalyst for interactive opportunities moving forwardquotConsumer demand and the growth of artificial intelligencepowered voice features inside smart TVs and devices such as Google Assistant Alexa Siriamp160and Bixbyamp160will determine how soon an interactive ad and retail business happens Arrix estimatedamp160 quotThe consumer behavior is there but you need technology that brings value to the consumeramp160 We39re closeamp160 You39ll start to see some meaningful experiments in the back half of 2019quotThose experiments could be quite meaningful according to other participants on Arrix39s panelamp160 Jim Keller Hulu39s Vice President Head of National Advertising Sales already considers smart TVs quotthe prime entertainment hubquot sponsors want to exploit in great fashionamp160 quotNearly 80 percent of our content is watched through the living roomquot he notedamp160 quotThat39s up from 40 percent through TVs last yearquotquotMany ad agencies are putting a line item for smart TVs in their plans for 2019quot added Brian Hunt Head of CompulseOTT Sinclair Broadcast Group39s ad sales venture covering connected TVdevice commercialsFor Arrix the key takeaway from both NYC Television Week panels is that the sooner the audience measurement process transforms the sooner every platform owner sees their sales picture brighten up for the long termamp160 quotWe first need to close the gap on measurementamp160to show marketers which consumers they are reaching when they are reaching themamp160and that there39s no duplication between the twoquot he assertedamp160 quotLoud and clear consumers are in control and are watching the content they want to watch howeveramp160and whenever they wantamp160 That habit will only continue to increasequotFor more on addressable and OTT advertising visitamp160wwwdishmediasalescomClick the social buttons above or below 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 writers If you no longer wish to receive updates from DISHamp160please click here

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DISH Media's Kevin Arrix Has Eyes on Future Advertising

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