The deal gives advertisers a view of their campaign’s performance across Sling’s connected TV, mobile and desktop impressions, as well as linear TV impressions on DISH, explains Cathy Hetzel, Executive Vice President, comScore during a break at CES 2018.

“We do collect information from Sling via the VCE tags that we have, our Validated Campaign Essentials, and we have second-by-second information from the DISH linear addressable footprint,” says Hetzel. “And now we’re able to put those two together so that advertisers and agencies can buy Sling and DISH in one campaign and really look at the reach and frequency from linear addressable plus the addition of the Sling addressable platform.”

Among other things, the partnership highlights the advantage of having linear and OTT under one roof to push the boundaries of cross-platform audience targeting and measurement, bypassing competitive siloes.

“With DISH and Sling, because it’s one location that’s able to execute both the sale of the campaign and then using us for the measurement of that same information, they are out in front of the industry,” Hetzel adds.

With addressable advertising at about $1.3 billion today, most of comScore’s clients still start with linear TV before considering addressable, according to Hetzel.

“We see a future where that flips. Where clients start with their addressable targets and then they expand those addressable targets to linear TV.”

Asked whether addressable TV inventory still consists of the two minutes of local time cable and satellite operators are able to sell, Hetzel says the amount varies but it takes a back seat to the benefits of addressability.

“The cool thing about addressability, though, is it’s dynamic ad insertion. And so it doesn’t really matter how much it is or where it’s located. You’re not inside a pod. You have the opportunity to be able to insert throughout the content.”

DISH Media Sales, which oversees ad sales for DISH and Sling TV, first introduced addressable advertising on its satellite TV platform in 2012 and opened cross-platform addressable advertising across both platforms last fall.

This video was produced by Beet.TV in Las Vegas at CES 2018.   Please visit this page for more coverage. 

But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter.

At the Beet Retreat, comScore EVP Cathy Hetzel and chief product officer Raghu Kodige of Aplphonso, a TV data insights company, discussed the latest trends.

“I do think location data helps,” Hetzel said. “We have a point of attribution where we can start to see that these people responded to this ad and visited these stores more than they did before and guess what? It didn’t really play well in these other places.

Then you start to have to unpack that and figure out why didn’t it? What other mechanisms may have been in the way? Or why? Is it just a creative? Is it something else about what we’re doing?

Alphonso’s Kodige explained how a recently-launched new reporting product for TV advertisers is helping advertisers to see how data can transform their understanding of what works and how quickly.

“An agency out of Detroit saw that,” Kodige said. “They actually called us and said, ‘Hey, can you use this data to look at what types of creatives actually draw people into dealerships?’ We did a study across various different brands and we looked at what was in the creative, whether it said $700 cash-back or 2% APR increase, did it have music in it? What type of artists were being used?

“Each of those we were able to tie back to how many people actually saw that ad and went to a dealership? What we found was, even though the APR increase and $700 cash-back financially translated to the same thing, people more responded to the $700 cash-back rather than the APR decrease.

“Now (brands) see, ‘Oh, you can do all these kinds of things very quickly and now I can think of more use cases.'”

Alphonso‘s offering brings the ability to retarget consumers with ads on digital devices based on TV-viewing cues.

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.

Earlier this year, after Fox, Turner and Viacom announced the formation of OpenAP, details emerged about how comScore’s advanced audiences would be one of the first data sources integrated into the new system. And while OpenAP is just up and running, comScore’s Cathy Hetzel believes it’s a tipping point.

That’s because definitions of audience targets—say, automobile intenders—tend to vary. “What you find is that targets are defined differently” Hetzel, who is EVP of Commercial at comScore, says in this interview with Beet.TV.

One of the best things about OpenAP, according to Hetzel, is that the networks involved are using common definitions of audience targets as supplied by comScore. It can then “measure the effectiveness of that target on the back end and it’s exactly the same target. The advertiser is not having a slightly different definition of a specific target that they’re in the market to find.”

With everyone within OpenAP doing business off of a unified target, its “a true tipping where we have the opportunity as a measurement company to really see the power of big data sets working together,” Hetzel says.

She would like to see the concept expand to other media sellers, regardless of whether it’s under the auspices of OpenAP. Given the possibility of competing audience-targeting consortiums, “we’re happy to oblige, obviously.”

It’s also a good sign that the industry is thinking about ways in which it can reach scale because “We’ve always been about scale.”

OpenAP isn’t the only partnership in the advanced TV landscape, along with acquisitions and mergers and the vertical integration of networks and operators. Meanwhile, some newer startups are maturing and converging with one another.

“I think that’s good for the industry. There’s been a lot of noise the last several years and I think some of that noise is starting to settle down,” says Hetzel.

This video is part of a series of Beet.TV’s coverage of the Advanced Advertising conference held during NYC TV Week. Beet.TV’s coverage is presented by 4C Insights. Please find additional videos on this page.