LAS VEGAS \u2013 Three years ago next month, when DISH launched streaming service Sling TV, the company had bigger ambitions than just serving addressable ads on Sling. It was the recent measurement deal with comScore that delivered the missing piece: uniformly measured addressable TV for both streaming and linear programming.<\/p>\n
Now buyers can reach specific targets\u2014moms with kids who live in a certain area and might have a mortgage\u2014across DISH and Sling combined. \u201cWe 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\u2019s outlets,\u201d including iOS, Android, PC, Mac, Roku, Apple TV, smart TV\u2019s and Chromecast, says Adam Lowy, Director, Advanced TV & Digital Sales, DISH Media Sales & Sling TV.\u201d<\/p>\n
Asked about the growth of addressable in this interview with Beet.TV at CES 2018<\/a>, Lowy adds, \u201cIt\u2019s been a huge business for us. We\u2019ve seen huge growth in the industry.\u201d<\/p>\n What comScore added to the mix was \u201cwe 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.\u201d<\/p>\n 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.<\/p>\n \u201cAs 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\u2019s what we see.\u201d<\/p>\n While addressable has been a \u201chockey stick\u201d business for DISH, according to Lowy, it \u201cjust needs more growth.\u201d<\/p>\n When the deal<\/a> 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).<\/p>\n \u201cIt grows the entire ecosystem finds the audience everywhere and it really makes addressable television so much more important but in top-tier premium content,\u201d Lowy says. \u201cWe don\u2019t ever want to dismiss how important that premium safe content is. That is what sling TV is.\u201d<\/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