We need to understand our differences and celebrate them.  Galvanized by recent events of racial injustice, we are more aware of the issue, and now we have to have a dialogue, he urges.

He notes that the advertising and media industry has to do a better job in bringing diversity. He sees retention and career progress as a major issue to be addressed.

This video is part of an ongoing Beet.TV series of interviews with men and and women of color, addressing their personal experiences and hopes for essential change addressing racial inequality. Please find additional videos here. 

But, in 2020, the promise is a lot more than that. In this video interview with Beet.TV, Kevin Arrix, SVP of DISH Media – responsible for ad sales at DISH and Sling – describes two more emerging use cases…

• Targeted advertising: the classical use case for addressable TV.
• National minute enablement: wherein a pice of inventory is either retained as a linear spot in which different creative versions are inserted, or is broken up in to individual impressions by a programmer.
• National reach extension: when a national ad campaign hits a plateau, addressable technology can extend the audience reach in new footprints.

In December, DISH launched Reach Booster, a tool that can extend the national reach of brands’ ad campaigns.

“We were in the press before the holidays around the creative versioning solution and we’re working hard on the true addressable solution as well,” he says

“In 2020, you will have live POCs (proofs-of-concept) for each of these national enablement solutions.”

Arrix will be speaking at the upcoming The Beet Retreat San Juan 2020, three days of high-level panels, group conversations, one-on-one video interviews and networking events.

“Talk about an intimate setting where you really can have meaningful conversations and build meaningful relationships,” he says. “That is a great place to do that”

Lowy joined Telaria in the fall of 2018 from Dish and its Sling TV service, where he had been director of advanced TV and digital sales. In this interview with Beet.TV at the IAB Annual Leadership Meeting, he says he was motivated by the growing convergence of digital and TV buying, along with the uptake of programmatic transactions.

“I saw at Sling that if I could be able to do that at a larger scale and really work with many programmers in converging their businesses and help them grow the advertising space, it would be a tremendous opportunity for the entire industry to grow,” says Lowy, who is Telaria’s Chief Commercial Officer.

“What I’m seeing is more DSP’s really understanding the space and helping to go through to the agencies and through to the brands of how to do this. How to purchase this type of advertising. How to purchase in auctions, how to do the private auctions. And really understanding the safety of buying in the space.”

Along with transparency and speed, audience targeting also is a factor in the growth of CTV and OTT. “That’s really driving this wave as well and being able to really understand attribution and what’s happening to your buys.”

Lowy considers transparency to be the number one because advertisers want to know exactly where their ads are going. “And to be assured that your ad is targeted properly and correctly, and also being fueled or put next to the right kind of premium inventory that you want or the premium content.”

The speed and efficiency that programmatic offers extends to campaign optimization, namely “how quickly you can purchase an ad and see how your campaigns are running and be able to change or do what you need to do rather quickly.”

Lowy attributes the explosion of direct-to-consumer streaming video services to a universal desire for total control.

“They want more control of the advertising. They want more control of the content. They want more control of what’s going on and really to understand, start to finish, what’s going to the consumer and how to react and how to move quickly with them.”

Asked about Telaria’s growth plans, Lowy says while lots of partnerships are desirable, “we want to make them richer and deeper.” Citing clients like Hulu, Sling, fuboTV and Cheddar, Telaria wants to “get deeper into helping them to understand the converging business and to help them grow their business.”

Additionally, Telaria is eyeing more global expansion, including in Canada and Latin America.

This segment is part of Beet.TV’s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria. Please find additional videos from the series on this page.

By comparison, satellite TV platforms may seem like anachronism. But being beamed from space doesn’t mean satellite can’t also benefit from programmatic.

In this video interview with Beet.TV, General Manager, Addressable & Programmatic at DISH Network, Sean Robertson, explains how DISH is using a new approach to extend speedy programmatic benefits to satellite advertisers, too.

“For DISH, programmatic means two different things,” he says:

1. “On our Sling platform, it is real time bidding, real-time ad serving in a very dynamic environment. Advertisers have the ability to go in, in a very private marketplace, identify an audience … and deliver those ad impressions in a very real time. Last year, for March Madness we had private auctions where folks were bidding on sports programming … during the game. Milliseconds later, those ads were being served to a live audience.”
2. “On our DISH (satellite) side, it’s a little-bit different because we’re still bound to the structure of satellite television. We have ,through our own SSP that we’ve white labeled with our partner BidSwitch and IPONWeb, we’re able to have an environment where advertisers or agencies can bid on live impressions, win those impressions, and then have them served a week later.”

That gap may be one reason programmatic ad spending in television is still forecast to be only 4% next year – but initiatives to teach the old dog new tricks could move that needle.

Specifically in DISH’s case, a team is dedicated to helping advertisers identify the right audience to serve to, planning the campaign and, after the fact, reporting findings to help identify performance against KPIs.

It’s the kind of “white-glove” service, as Robertson puts it, which may be necessary to give satellite the kind of value advertisers want versus the appeal of real-time.

He was interviewed by Beet.TV during NYC Advertising Week.

In fact, programmatic methods of buying – that is, using data and targeting capabilities to buy individual audiences, not groups of viewers against whole shows – could help turn around linear TV ad spend that is itself now declining.

So what place does over-the-top (OTT) have in this emerging landscape?

“It’s the marriage of two big pieces of the advertising ecosystem,” says Senior Vice President of DISH Media Kevin Arrix in this video interview with Beet.TV.  He was interviewed during NYC Advertising Week.

“On one side, you have digital capabilities. You have targeting, measurement, execution. And then on the other side, you have top of the pyramid video supply.

“So OTT brings with you the quality supply that the market needs where there isn’t enough supply to be quite honest in that lane, and it also allows you to put very detailed target against it, buy it programmatically or buy it managed services. It’s really the connection point to legacy linear television.”

DISH has put programmatic and addressable together for buying contextually or addressably. In May, DISH announced that it had partnered with SpotX to create addressable data segments representing anonymous viewers of Sling TV.

The segments involved included would-be-vacationers, auto intenders and back to school shoppers.

“We are seeing incredible demand for programmatic execution,” Arrix adds. “And so for us, our goal was to make sure that we had that connectivity and the execution is very seamless.”

Now buyers can reach specific targets—moms with kids who live in a certain area and might have a mortgage—across DISH and Sling combined. “We will go ahead and work with a data provider and find those moms with kids, not only just on DISH but also now on Sling through all of Sling’s outlets,” including iOS, Android, PC, Mac, Roku, Apple TV, smart TV’s and Chromecast, says Adam Lowy, Director, Advanced TV & Digital Sales, DISH Media Sales & Sling TV.”

Asked about the growth of addressable in this interview with Beet.TV at CES 2018, Lowy adds, “It’s been a huge business for us. We’ve seen huge growth in the industry.”

What comScore added to the mix was “we wanted one true measurement. This is how many impressions you delivered holistically to that entire addressable audience across all the platforms that those two outlets cover.”

Lowy thinks the potential goes beyond DISH and Sling to a broader industry that wants to expand the potential of addressability for better audience-based targeting and attribution.

“As the industry is starting to evolve and do cross-platform and have live and on-demand television top-tier television as we do on all platforms, this measurement will probably go across the ecosystem and that’s what we see.”

While addressable has been a “hockey stick” business for DISH, according to Lowy, it “just needs more growth.”

When the deal with comScore was announced on Jan. 4, the company became the first to offer services that measure addressable television impressions across all platforms, including over-the-top (OTT).

“It grows the entire ecosystem finds the audience everywhere and it really makes addressable television so much more important but in top-tier premium content,” Lowy says. “We don’t ever want to dismiss how important that premium safe content is. That is what sling TV is.”

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

BACK TO VEGAS: CES 2018

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. 

In advertising, buyers are getting excited about a world in which planning moves beyond the broad demographic audience targeting of yore, to a world of advanced TV, where granular characteristics and data can help target specific audiences viewing specific content.

But this emerging world is, itself, more granular than simply “advanced TV”. So, how do companies at the vanguard of the revolution make sense of the wealth of different tactics coming in to view?

A panel convened at Beet Retreat debated that question. Here is a flavor of what they said…

Simulmedia VP, Partner Relations, Marc Goldstein:

“There’s just so much out there, and there’s so much happening. What we’re able to do in the national TV space, to be able to find a custom audience to be able to guarantee that audience to be able to guarantee on a conversion to be able guarantee on ROAS (return on ad spend). These are things that we’ve been talking about for a long time and marketers have been talking about but we’re actually seeing them in action.

“The power of the traditional GRP still exists as the power of your television. I think in most cases we’re seeing marketers though realize that we can take portions of their budgets and put it towards these new opportunities.”

IAB mobile and video SVP and GM Anna Bager:

“(Advertisers) need proof points.”

“Where we as the IAB really are going to double down and do research and try and understand better… there’s a lot of questions around six second ads… ‘What does that mean for ad load, and what and in the long run does that mean for us and our profitability, and how are we going to make money here?’

DISH Advanced TV & Digital director Adam Lowy:

“The digital tech stack is opening up a whole new ballgame. You’re just finding an audience and I don’t care if it’s on iOS, Android, PC, Mac, Roku… you know, the DISH set top box doesn’t matter anymore.

“We’re going cross platform pretty soon… (There are) tremendous opportunities within live TV back to the big screen. We see a lot of sessions on mobile devices and we’re seeing a lot of people watching content like this.

“Six-second ads, we will see that. Will we see a collapse of ads and, you know, shorter pods? Yes, I think that works. In live TV, we probably won’t see that.”

Videology GM, Strategic Commercial/Business Development Tony Yi

“There’s certainly service providers that have capabilities technologically to do some of it right now. I think from a mass national level, though, you really need to have respondent level matching with your dataset to truly understand who you’re reaching if you can get device level even better.”

Google Strategic Partner Lead Peter Dolchin:

“Publishers just want optionality at this point. There’s still a very distinct way and legacy way of selling this inventory through upfront and so forth. But there are specific advertisers who are looking for new experiences.

“If you analyzed all your first party data in one place, and Google Cloud can help you do that, it starts to take down all of these silos that exist that have been really difficult for the entire industry. Once you have the ability to have all of your data in one place, you’re able to analyze it in a much faster way.”

The panel was moderated by MediaLink managing director Matt Spiegel.

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.

“By bringing the strength of programmatic from the online and digital space over to this converging marketplace, it really changes the game of how you can buy and sell television advertising,” says Adam Lowy, Director of Advanced TV & Digital Sales for DISH Media Sales & Sling TV.

Since game changing requires education, DISH and Sling recently published a road map of sorts titled The Marketer’s Guide to OTT. In this interview at the recent Beet Retreat Miami 2017, Lowy discusses the report’s highlights and explains why today’s TV viewers are more comfortable buying things as they see them promoted within video content.

DISH and Sling offer marketers the ability to tailor creative depending on, for example, the time of day.

“If it’s on mobile during a commute one, you target a different ad as opposed to at night if you’re on the big screen watching on television…that same brand but different creative,” says Lowy. “As the business scales up I see tremendous growth there.”

One of Sling’s big points of differentiation—in addition to being launched about two years ago—is its offering of live TV, which captures the types of viewers who have dropped or never had linear pay-TV service.

Sling advertisers can bid for audiences impression-by-impression, within such groupings as auto intenders, vacationers and households with kids. Then there are contextual auctions around real-time programming such as the NBA and NCAA.

As things progress, Lowy believes OTT will achieve what early attempts at interactive TV fell short over the past two decades. That is, enabling viewers to buy something as soon as it appears on their screen.

“You’ll see a lot more advertising that won’t necessarily be within the ad environment that we know today, i.e. ad pods,” he says.

One reason for this is the personal nature of viewers’ digital devices and their familiarity with logging in to view content on big screens.

“We look at the environment today and see that society is comfortable interacting with their devices,” Lowy adds. “I’m okay buying something through an ad because it is my device.”

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.

In that time, DISH hasn’t just been helping position the service as a paid platform for the post-cable era. It has also been using Sling as a Trojan Horse in to the new world of programmatic TV ad sales.

In this video interview with Beet.TV, DISH’s Adam Lowy explains how DISH has turned on addressable TV advertising in which slots in live TV are bought in real-time using data-driven auctions.

“We brought programmatic advertising into Sling,” Lowy says. “We looked at the ability to target consumers with private auctions and either a) contextually or b) by using addressable, but to really reach them in a one-to-one relationship completely live in real-time.

“We set up auctions and we looked at our audience and said, ‘Okay, do we have a good amount of auto intenders within the Sling audience?’ And we went ahead and said, ‘Okay, we have this number. So let’s go ahead and set up a live auction, completely private, completely anonymized, but within our space,’ and it went like wildfire.

“We had advertisers come in immediately and they went ahead and used that, our platform, our programmatic platform to go ahead and target auto intenders in real-time.”

Lowy isn’t stopping at autos. Since then, DISH has used Sling to create new auctions of power users, homes with children and vacationers. And Lowy is now looking at offering advertisers further groupings.

“Maybe we create one just for retail, maybe we create a private addressable auction just for other brands or other types,” Lowy adds.

This video is part of series on developments with OTT. The series is presented by Sling TV and DISH Media Sales.  Please find more videos from the series here.  For the Sling/DISH report on OTT and the marketplace, download this report.

That is according to one executive in the space who co-founded her own company to help advertisers benefit from the opportunity.

“I think we’re early days for OTT, the targeting layer just started,” one2one Media’s COO Jamie Power says in this video interview with Beet.TV. “But, as a marketer, you have to pay attention to OTT, because that’s the way the audiences are shifting.”

Mike Bologna and Power – who were CEO and managing partner, respectively, of GroupM’s advanced TV unit Modi Media – are now president and COO of one2one Media, a company helping agencies to plan, implement and measure advanced TV advertising on multi-channel video programming distributors.

Since inception, the company has launched an intelligent entertainment platform and an analysis tool for on-demand movie consumption.

Consumption is growing, and advertisers are taking interest – but Power says the journey is not yet complete.

“What’s broken right now in television is that we’re not measuring TV viewing across all these different screens,” she adds. “Once that happens, marketers will be more and more comfortable shifting dollars into OTT.

“With a generation of cord-nevers and cord-cutters, and people experimenting with different ways to get content, marketers need to get in the OTT game.

“Addressable television, if you think about it, it’s 100% viewable impression. There’s no bots hitting in your living room. There’s no fraud. Everyone needs to really start embracing technology.”

This video is part of series on developments with OTT. The series is presented by Sling TV and DISH Media Sales.  Please find more videos from the series here.  For the Sling/DISH report on OTT and the marketplace, download this report.

In this video interview with Beet.TV, DISH’s advanced TV ad sales director Adam Lowy explains how DISH began the journey, and where it stands today.

Lowy describes four phases in the evolution of the companies’ roll-out:

1. “About a year, year-and-a half ago, it was really about education. (Customers would ask:) ‘What is over-the-top?’ (We would say:) ‘This is the type of consumer it is, they’re tech-savvy, they’re young, they’re socially active.’
2. “Then we became more into the phase of, ‘Okay here’s how you buy us, here’s dynamic insertion, here’s how it works.'”
3. “We then morphed into the phase of our sales methods and tactics started to come out and that is programmatic, that is addressable, cross-platform addressable, programmatic addressable.”
4. “Now as you’re saying, there’s competitors out in the space and we’re now in more of the competitive phase of the business, which is very healthy and very strong.”

DISH’s sales teams are gaining IAB digital certification. Lowy says he wants to consolidate the businesses in to one.

This video is part of series on developments with OTT. The series is presented by Sling TV and DISH Media Sales.  Please find more videos from the series here.  For the Sling/DISH report on OTT and the marketplace, download this report.

So it was when Charter scooped up Time Warner Cable (now Spectrum)  just over a year ago. Since then, renegotiation of comScore’s agreement with Charter brought comScore from 22 million measured households to more than 35 million, according to Jeff Boehme, SVP, Television Research at comScore.

The bottom line: comScore ended up with about 75 million reportable television sets in use, giving the company greater insight into tuning behavior, Boehme explains in this interview with Beet.TV.

“The importance is not just the tuning data. It’s the ability to match that tuning data with relevant audience consumer datasets so that not only can we track tuning we can track tuning we can track advertising and we can track consumption,” Boehme says.

Between its own data warehousing and relationships with companies like Experian, comScore can identify programs with high propensity of certain advertiser audience segments and match it to advertising campaigns in those programs.

“Now we can provide much more detail on the accountability of advertising, both in television as well as digital,” Boehme says.

comScore also has been on the ground floor of addressable TV advertising, given its own roots as well as those of Rentrak, with which it merged in early 2016. Early addressable players like DIRECTV and DISH relied on comScore and Rentrak to provide measurement capabilities.

One casualty of advanced audience measurement and correlation with consumer purchasers is waste, which has been a given throughout the history of TV advertising.

“Television now becomes more accountable because now what they can do is plan more effectively and deliver their segments with higher efficiencies,” Boehme says. “So no longer do we have waste factors that are standard among media buys.”

For programmers, the gains are mainly in the ability to better manage their portfolios “so the programmer understands what audiences now identified as consumers they need to attract and how.”

We interviewed Boehme at the Cynopsis Measurement and Data Summit in New York earlier this month.

In an interview with Beet.tv, Kawaja reflects on two significant deals in the convergent television space in 2016 and explains why he feels addressable linear TV should be getting more fanfare than programmatic TV.

Adobe’s November agreement to purchase TubeMogul brought to the Adobe Marketing Cloud a one-stop shop for video advertising and represented the recognition that Adobe “needed to be in the activation space, while primarily focus on digital but moving towards linear TV,” Kawaja observes.

The second deal is one LUMA had a hand in: the acquisition of INVIDI Technologies by the consortium of AT&T, DISH and WPP Group. Kawaja says it will have “significant implications” for the way TV is changing.

“Obviously AT&T is a new entrant buyer, which is always exciting,” Kawaja says, adding that the consortium buy is “particularly smart” because it ensures “that this particular technology would be widespread. I’m sure they will have conversations with other folks in the ecosystem because INVIDI is an ecosystem wide play.”

While programmatic TV seems to spark more industry talk than addressable linear TV, Kawaja emphasizes the latter.

“The reason being you already have a linear infrastructure, a linear market,” says Kawaja. “All you are doing with addressable is bringing additional data, targeting and precision to a bulk reach channel that already exists.” With addressable, “We’re simply taking set-top box data and being able to target this massive spend category on much more of an individual basis.”

As he looks ahead to CES 2017 in Las Vegas, Kawaja sees a “wide swath of buyers” in a variety of different categories, with both foreign and domestic players in such varied areas as data, media, TV and software. “We are seeing a maturation of this space, which is very healthy,” Kawaja says. “Let’s not forget the massive amount of fragmentation that exists in this space. It’s not sustainable. That can’t last.”

At CES, his focus will be less on emerging technology than on strategic meetings and discussions based on the technological innovations on display. With regard to AR, VR and the IOT, it’s the early worm that often gets eaten.

“From a business standpoint, strategic standpoint, what I advise people is that being early has the same financial profile as being wrong. You don’t want to be too early in terms of pursing deals in some of these nascent categories,” Kawaja says.

This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. The series is presented by FreeWheel. Please find more videos from the series here.

“We’ve been spending a lot of our time and a lot of our money on addressable television,” Mike Welch, Head of Strategy, Product & Business Development for AT&T AdWorks, says during an interview with Beet.TV this week at the Future of TV Advertising Forum.

AT&T, DISH Network and WPP recently announced their joint acquisition of INVIDI, a leader in providing addressable advertising platforms. In addition to extensive distribution in U.S. households, INVIDI is actively deploying its technology and negotiating distribution agreements in Europe, South America and Asia.

“The INVIDI acquisition is just an example of us being very bullish on the future of addressable,” Welch adds. “We think that there’s huge opportunity both domestically and internationally.”

From its billing relationships with TV and mobile customers, AT&T garners verified subscriber identities. When those identities are coupled with third-party data in an anonymous, privacy compliant manner, AT&T can deliver addressable ads to TV sets and mobile devices.

“We’ll do this with our owned and operated apps,” Welch explains. “So if it’s a DIRECTV, TV Everywhere experience that someone is watching on a mobile device, we’ll be able to deliver a specific, targeted ad to that device as well as to their TV set.”

AT&T’s cross-device reach is amplified through a partnership with Opera Mediaworks, the mobile advertising and marketing platform that serves tens of thousands of apps, Welch explains.

“You don’t have to necessarily be watching content on just an AT&T app in order for us to do this cross-screen addressability,” Welch says of the association with Opera Mediaworks.

Asked about the buy-side sentiment for cross-screen addressable solutions, Welch says “We need to continue as sellers to prove that it works. We’re seeing significant lift when you have exposure across screens.”

He cites the case study of an automotive marketer that saw an 85% lift in buy rate among targeted consumers versus a control group that was not exposed to any ads on any screens. “That’s powerful,” says Welch. “If we could get that story out and make believers out of folks, I think you’ll see this market explode.”

We spoke with Welch at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605.  For other videos from the series, please visit this page. 

But they are not doing it alone – the pair are joined in the deal by fellow acquirer WPP, the world’s largest ad agency holding group, though it is AT&T which will hold a controlling share.

New Jersey-based INVIDI helps advertisers serve household-targeted ads in to TV streams in the two minutes per hour of programming available to MVPDs. But it is also gaining traction overseas, where operators have fewer restrictions, with a launch to support Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting. The acquiring trio’s press release says INVIDI is “negotiating distribution agreements in Europe, South America and Asia”.

“Maintaining our independence and deepening our existing relationships with AT&T, DISH and WPP is a big move for our company and our people,” INVIDI CEO Dave Downey explains in the announcement, carried by The Drum. “Our ability to increase the value of ad inventory is transforming the way video advertising is purchased and distributed.”

Earlier this month, Adobe announced plans to acquire video ad-tech operator TubeMogul, in what many hope will be a wave of much-needed consolidation that makes a fragmented ecosystem more straightforward, especially on the buy side.

INVIDI seems destined to work with an increasingly well-armed AT&T AdWorks division, through the acquirers say they will leave it operating independently. INVIDI’s future will not only lay closer to the big guns acquiring it, nor just with a larger global footprint – the company is also going to space.

In this video interview with Beet.TV, recorded at last week’s Beet Retreat, CEO Downey says the company is launching technology called “satellite switching” – using low-orbit satellites to offer broadcasters multiple channel streams of linear ads in such a way, when substituted during commercial breaks, could perform something like addressable advertising.

“If it was able to be launched in North America, it would be a great caveat to introducing national addressability,” Downey said. “If you were to target the four or five broadcast networks, this may be an ability to get to another 25 to 30 million homes.”

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

“I actually get to target the right person at the right time, no matter what content they’re consuming or when they’re consuming it,” she adds in an interview with Beet.TV.

Experian has been working with content distributors like DISH TV “to have this perfect marriage of data and subscriber information,” Pinnow says.

Experian applies its vast trove of consumer data to DISH’s subscribers “so that advertisers can finally go beyond age and gender and actually target people based on thousands of other attributes,” she explains.

Beyond targeting people at the household level, addressable TV “opens the door to closed-loop campaign reporting,” according to Pinnow. “Did that commercial, did that frequency, actually get people to come into a dealership or a store location and spend a certain amount of money? That’s the power of closed-loop reporting,” she says.

An added benefit of addressable is that it generates learnings that can be applied to linear TV buys. “DISH and Experian are able to do that for advertisers across verticals, show them the true return on ad spend for their TV buys, which is so different than what it was in the past,” Pinnow says.

At its core, addressable relegates to the past targeting by something as simple as age and sex. “I think everybody can think about themselves and they know that they are so much more than just those two things,” says Pinnow. “And so that’s the beauty of addressable TV. You get to take potentially thousands of other data attributes, life moments, and use that to trigger the perfect message at the perfect time.”

This video is part of a series presented by DISH Media Sales. For more videos from the series, please visit this page.

To learn more about addressable advertising and its benefits, download the Addressable Viewpoint Report:

“I was amazed at how quick the political ad agencies were to accept this and to want to use” D2 Media Sales, its Director of Political Ad Sales, Mark Failla, said of 2014 during a panel discussion at the recent Beet.TV summit on politics and advertising. “Now in 2016, what we’re starting to see is some of the digital players fight for that money and say it’s really a digital buy,” Failla explained in response to a question from panel moderator Matt Prohaska of Prohaska Consulting.

According to Failla, political buyers are drawn by the “precision of direct mail with the accountability of digital, but with emotional impact and reach that only a television commercial can give you.”

Among D2’s main attributes is its ability to create scalable household-addressable media buys at the local level, enabling political campaigns to target their buys within given states, along with its approach to prevent wasted impressions. “If the commercial is played during a DVR playback and they skip through the commercial, it doesn’t count as an impression,” Failla explained. “If someone changes the channel instead of watching the commercial, it doesn’t count.”

Even though D2 offers some 50 demographic audiences for targeting, in addition to voter file data, buyers bring their own data to the table in line with their specific needs.

“Especially in this election cycle, there’s unique audiences that are affected by the top of the ballot problems that maybe we have on the Republican side or the Democratic side,” said Failla. “That affects the down-ballot candidates.” By matching campaigns’ own data to D2 households, “now you can target just these disaffected Democrats or reluctant republicans. You name the target audience. There’s a ton of them out there.”

Asked whether campaigns have begun to harness dynamic creative messaging to deliver sequential messages to target households, Failla said buyers are interested but there are concerns about cost and scale.

Although most voters would agree that this is a unique election season due to the personalities of the presidential candidates themselves, TV still plays a fundamental role regardless of how much free media coverage a candidate can generate.

“I think television as a vehicle still has to be a persuasion vehicle and still has to be used in a traditional way in many cases. It’s just that targeting is so much more superior,” Failla said.

You are watching videos from Beet.TV politics and advertising summit presented by OpenX along with Intermarkets. Please find additional videos from the series here.

Powered by IPON WEB and plugged in to programmatic marketplace vendors DataXu, RocketFuel and TubeMogul, the system was billed as an industry first.

When programmatic and auction-based ad technology first took hold in the online display world, it was met with publisher skepticism – would the set-up devalue their ad slots?

DISH Media Sales addressable and programmatic GM James Shears denies the suggestion.

“Auctions are an opportunity for the market to set their price,” he tells Beet.TV in this video interview. “We have the floor set. We would never go below what we believe an appropriate value.

“From our experience in the addressable space, which is offline and not programmatically-driven, we’ve already established pricing parameters. We price things on an effective CPM basis.

“Given that there’s a targeting element (with the new system), as you get more refined in what you’re trying to target, your pricing reflects what you’re doing. It doesn’t deflate the value of your inventory – in fact, I’d argue it probably makes it more valuable.”

This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.

At DISH Network, the focus in the last year has been on launching the programmatic platform and getting Sling up and running. “The Sling product without ads would not be able to be $20 per month so the ad element is front and center in the company. It’s a harbinger of how we become more targeted in general with ads,” says Adam Gaynor Dish Network, VP Media Sales and Analytics, Dish Network during the session.

Meanwhile, AT&T and DirecTV has devoted its attention into integrating two ad platforms and products, says AT&T AdWorks’ ad sales VP Chris Monteferrante. “To the consumer we need to make them seamless. If you go into an AT&T store, you’ll see packaging for DirectTV as your video service and U-verse, where it’s lit up, as your broadband provider,” he says. The next step will be to package those two services with mobile service and, ideally, reach a new level of growth, he says.

Comcast’s attention in the last year on this front has been investing in acquisitions and in plants to leverage its assets. “Our focus on advertising is to leverage the technologies for our internal use,” says Kevin Patrick Smith, SVP Comcast Media 360.

Making the most of the network is essential for Cablevision, says Ben Tatta, Cablevision’s Media Sales President. “We have a singular network and can reassemble data and info across the network and on any connected device and root that back to subscriber data, using real credentials and authenticated viewing.”

The key to navigating the shifting landscape as an operator or as a media company is to zero in on the customer, says Jamie Elden, Media General’s Chief Revenue Officer. “The market is consolidating dramatically, and we are all chasing the consumer and what we think is the next path.”

That’s why partnerships are more common than they were three years ago, he says.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen. You can find more videos from the Beet Retreat on this page.

In this video interview with Beet.TV, he says: “Advertisers no longer need to use content as the proxy to get to those viewers. We believe that buying an audience is the future.” That reflects the shift from a time when advertisers buy spots against specific TV shows because they pull relevant audiences by demographic, to buying those audience members wherever they happen to be watching.

So how about dynamically-served ads? “I think that will come at some point,” Gaynor adds. “Right now, we’re perfecting the process of reaching the right audience with the right message. We’ve got to grow that before we start adding more bells and whistle stop it.”

The video is part of preview series leading up to the Future of  TV Advertising Forum in London  You can find videos from the series here. The series is sponsored by Xaxis.

“To us, addressable and programmatic are two distinct words,” according to DISH media sales VP Adam Gaynor. “Addressable can be programmatic, but it doesn’t have to be, and programmatic is not addressable.

“To us, addressable gives us the opportunity to deliver specific messages to specific households. Plain and simple. What programmatic does is add a level of automation to that process.”

Gaynor says TV ad buyers used to request targeting of broad-brush customer demographics but are now beginning to get a lot more specific.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.

Dish Media Sales is calling its launch “the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television”. It follows Clypd’s launch of a TV ad-buying software platform.

Using it, advertisers can, internet-style, buy ads in linear TV using a real-time bidding system. But, although the bidding is real-time, it will still take a couple of days to deliver ads to users’ boxes, ready for airing.

The inventory will be available to buy through demand-side partners DataXu, Rocket Fuel and TubeMogul, says Media sales and analytics VP Adam Gaynor.

“This is a first for our industry, to be able to take linear television and apply the programmatic marketplace to it,” he tells Beet.TV in this video interview.

“(It lets us) reach out to brands that brands that traditionally spend in the digital marketplace.

Programming Note:  Gaynor will be speaking at the Beet Retreat next month in Florida about this and related topics.