Programmatic Revenue Fuels Record Growth
Our SpotX partnership has been massively important in breaking new ground in the OTT market. Sling is pacing nearly 3x revenue growth year-over-year, and SpotX has played a key role in enabling our team to achieve those numbers. With their advanced tech stack, data activation capabilities, and deep video experience, SpotX keeps us on the cutting-edge of this fast-evolving ecosystem and ensures that Sling continues its leadership in the vMVPD space.
Skinny bundles are reinventing the live TV experience, bringing more consumer choice and control, offering an alternative to the traditional cable package. Leading this charge has been Sling TV, the original live OTT multichannel streaming service that in 2015 established a new market of personalized “a la carte” live TV packages.
Four years later, Sling boasts the largest subscriber base of any live TV streaming service. Consumers mix and match their preferred streaming package, choosing from nearly 700 channels spanning 24 languages, as well as dozens of custom lineups focused on categories like sports, comedy, and kids. Sling is available across all major smart TVs, streaming devices, and mobile.
Behind Sling’s meteoric rise has been a bold approach to monetization. Through its strategic partnership with SpotX, the leading video SSP, Sling capitalized on the potential of programmatic technology to develop the next-generation of live TV advertising. By applying tools like first-party addressable data activation, server-side ad insertion (SSAI), and SpotX’s demand facilitation services, Sling delivered a best-in-class experience for streamers and advertisers alike, fulfilling personalized TV spots even during peak viewing times like the Super Bowl or the Academy Awards.
As a result of this lean-in approach to digital advertising, Sling achieved record numbers for revenue growth, delivered billions of 1:1 ad impressions, and launched a new free ad-supported Sling experience that allows Roku users to enjoy more than 1,000 programming assets in front of a paywall.
Goals
- Develop a partnership with a trusted programmatic expert for Sling’s OTT/CTV inventory
- Leverage advanced technology to deliver personalized ads for live TV audiences
- Provide greater value to advertisers through audience-based and household- level targeting
- Bridge buyer relationships across linear and digital channels
Solutions
- SpotX’s video SSP brought deep experience in OTT/CTV and secure tools for addressable data enablement, allowing Sling to sell inventory against first-party household data such as age, political affiliation, or presence of children
- Sling’s SSAI technology stitched together ads in real-time to deliver 1:1 personalization for live TV avails
- Programmatic Guaranteed campaigns converted traditional linear advertisers into digital buyers
- SpotX’s Demand Facilitation specialists educated advertisers about Sling’s premium inventory, incremental reach among cord-cutters, and advanced buying options through private marketplaces
Results
- 3x advertising revenue growth
- 5x growth in programmatic purchasing
- 1.3B addressable impressions
To learn more about this campaign, or how SpotX can help transform your TV strategy, contact us at [email protected]