DISH expanded its addressable advertising capabilities in late 2017, but now, marketers who want to reach consumers across Sling TV, Dish’s OTT platform, or across the main DISH linear service, will be able to track their campaign’s performance via a new measurement solution from comScore.
While comScore’s linear TV addressable advertising measurement solution has been in market for more than five years, Sling TV is the first user of the new service, which now extends across all platforms, including OTT.
“Bringing Sling TV’s impressions into the measurement fold gives advertisers an apples-to-apples view of their campaign across platform, device and even alongside traditional TV,” said Adam Lowy, head of Sling TV advertising sales. “We’ve partnered with comScore to offer advertisers a single, trusted metric to validate their campaigns and bridge these targeted, addressable TV impressions, regardless of where they run.”
Addressable advertising for TV content is set to grow 66 percent in 2018, but advertisers need to be confident that they can accurately measure their campaigns before spending more.
“As more addressable TV inventory becomes available in OTT, there’s a growing desire among advertisers to take advantage of the premium quality of television with the benefits of greater addressability,” said Cathy Hetzel, comScore executive vice president. “At the same time, it’s important that this inventory can be valued alongside traditional linear formats with consistent independent measurement.”