LAS VEGAS \u2013 Longtime partners comScore and DISH have crossed the platform threshold, so to speak, with their partnership to provide uniform addressable advertising measurement across the Sling TV over-the-top service and DISH linear television.<\/p>\n

The deal gives advertisers a view of their campaign\u2019s performance across Sling\u2019s 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<\/a>.<\/p>\n

\u201cWe 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,\u201d says Hetzel. \u201cAnd now we\u2019re 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.\u201d<\/p>\n

Among other things, the partnership<\/a> 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.<\/p>\n

\u201cWith DISH and Sling, because it\u2019s one location that\u2019s 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,\u201d Hetzel adds.<\/p>\n

With addressable advertising at about $1.3 billion today, most of comScore\u2019s clients still start with linear TV before considering addressable, according to Hetzel.<\/p>\n

\u201cWe see a future where that flips. Where clients start with their addressable targets and then they expand those addressable targets to linear TV.\u201d<\/p>\n

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.<\/p>\n

\u201cThe cool thing about addressability, though, is it\u2019s dynamic ad insertion. And so it doesn\u2019t really matter how much it is or where it\u2019s located. You\u2019re not inside a pod. You have the opportunity to be able to insert throughout the content.\u201d<\/p>\n

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.<\/p>\n

This video was produced by Beet.TV in Las Vegas at CES 2018.\u00a0 \u00a0Please visit this page<\/a> for more coverage.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 Longtime partners comScore and DISH have crossed the platform threshold, so to speak, with their partnership to provide uniform addressable advertising measurement across the Sling TV over-the-top service and DISH linear television. The deal gives advertisers a view of their campaign\u2019s performance across Sling\u2019s connected TV, mobile and desktop impressions, as well […]<\/p>\n","protected":false},"author":17,"featured_media":49564,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6990],"tags":[5356,4473,5382,6848,6989],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49555"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=49555"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49555\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/49564"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}