SAN JUAN, Puerto Rico\u2014For marketers, addressable television advertising should not be an either-or proposition, according to DISH Media\u2019s Kevin Arrix. It\u2019s all about deciding its appropriate role within the mix of advanced-TV options.<\/p>\n
In this interview at Beet Retreat 2018<\/a>, Arrix talks about the partnership between Sling TV and audience measurement provider Comscore and the need for a fuller understanding of addressable TV advertising within the industry.\u00a0 He was interviewed by senior television industry research executive Howard Shimmel.<\/p>\n In January of 2019, Sling partnered<\/a> with Comscore to offer cross-platform addressable advertising measurement for campaigns across the live OTT service\u2019s impressions and DISH set-top box impressions. Campaign performance is validated with addressable advertising metrics across platforms, using consistent third-party measurement.<\/p>\n \u201cInstead of having measurement from a linear addressable source and an OTT addressable source, the Comscore product allows the buyer to look at it in one holistic way,\u201d says Arrix<\/a>, who is SVP of DISH Media. \u201cTo facilitate that on the sales side is just much easier.\u201d<\/p>\n With Sling, addressable campaigns can be run programmatically. \u201cIt\u2019s base-level audiences, but that\u2019s really impressive and takes a lot of pain out of the process, both on the front end and the back end,\u201d Arrix adds.<\/p>\n Noting the various MVPD sources of addressable inventory, he believes that the industry needs some level of automation on the planning side. \u201cThe industry needs a way to roll up all addressable sources for measurement and attribution and they need to be able to make the actual buy, the actual execution fairly simple.\u201d<\/p>\n While addressable currently constitutes about 2% of overall TV spending, that amount will increase \u201cbecause you can deterministically reach a consumer base. If you\u2019re a marketer and you\u2019re going to spend money on linear television and data-driven linear, I think it\u2019s only going to continue to grow if they can definitely reach the target audience that they want to reach,\u201d says Arrix.<\/p>\n As with any relatively new opportunity, there is an education process and learning curve that need to take place, according to Arrix.<\/p>\n \u201cI think a decent portion of the marketplace is informed, but there are lots of people that still need to fully understand what\u2019s happening with addressable and what it means. I think that\u2019s a key part of it is defining it, make sure that everybody knows exactly what it is and what role it should play vis-a-vis linear television, data-driven linear, addressable connected TV.\u201d<\/p>\n