DISH Moves to Automated TV Ad Sales

What: DISH Media Sales initiates industry’s first programmatic impression-by-impression linear TV marketplace that allows targeted, addressable inventory to be purchased utilizing real-time bidding technology.
Why it matters: DISH’s proprietary supply-side platform seamlessly integrates linear TV ad inventory into digital advertising ecosystem.

descarga (3) DISH Media Sales turned on the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television. DISH Media Sales’ proprietary supply-side platform is designed to seamlessly integrate with the existing digital ecosystem, allowing for 360-degree consumer reach across viewing experiences. The marketplace allows advertisers to purchase targeted, linear television ads, impression by impression, using real-time bidding technology.
DISH Media Sales partnered with digital ad technology IPONWEB to build the online marketplace. DISH initiated beta testing with programmatic marketplace leaders DataXu, Rocket Fuel and TubeMogul, and will introduce the platform to the digital industry upon completion of successful testing with these partners.
DISH’s programmatic TV product offers advertisers the targeting effectiveness and scale of DISH’s addressable advertising technology, full-screen ad viewability and accurate, impression-based viewership information from audience measurement company Rentrak. Targeting criteria includes 80 segments per impression based on household demographics and viewing behaviors.

For a consumer, the lines between smartphones, computers and TVs are blurring.

Advertisers get Control of Targeting, Frequency, Trafficking and Buying

The marketplace allows demand side advertisers per-impression control of targeting, frequency, trafficking, and buying, enhanced by aggregated set-top-box reporting. Ads are delivered to DVR set-top-boxes within the matched households and programmed to dynamically play during commercial breaks as the consumer views live and DVR content. DISH has an addressable audience of more than 8 million households nationwide.

“For a consumer, the lines between smartphones, computers and TVs are blurring,” said Adam Gaynor, vice president of DISH Media Sales. “DISH’s platform unites TV and digital buying, creating an easy avenue for brands to target their message comprehensively and efficiently across the entire consumer experience.”


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 


4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.


IRI Reveals U.S. Hispanic Shoppers Spend US $94 Billion on CPG Products

IRI Reveals U.S. Hispanic Shoppers Spend US $94 Billion on CPG Products

IRI (Information Resources Inc.) has published the results of a new report revealing the most successful new product launches for Hispanics, as well as the top new natural brands for Hispanic shoppers. The Hispanic community is the fastest-growing ethnic group in the nation and spends more than US $94.7 billion on CPG products annually.