This article was written by Matthew Isaia, account executive, digital sales at DISH Media (Sling TV and DISH Network).
As we all know, video consumption continues to dynamically change. Viewers want full control of their content and the convenience to watch live TV wherever they want, whenever they want and on whichever device they choose. Brands are seeking a convenient, ubiquitous way to reach them. The consumer solution is live OTT1; the brand solution is programmatic addressable.
There has been a major shift to live OTT streaming in more than 8.5 million households. This shift has warranted marketers to adjust how they engage and speak to today’s contemporary viewer.
In this brave new world, it is possible to have your cake and eat it too. Live OTT offers the engagement of TV (households using a pure-play vMVPD average 128 hours streaming per month) with the audience-based targeting advantages of digital.
The structure of live OTT offers brands an opportunity to further personalize the ad experience and deliver the right creative to the right consumer when they are engaged. Sling has built upon our existing DISH Addressable framework, integrated our data partners, and introduced live dynamic ad insertion, allowing our brand partners to leverage customizable first-party subscriber data in real-time.
What’s most exciting is that we have enabled the 1:1 addressability of the platform via our real-time programmatic capabilities, allowing our partners ease and operational efficiencies to execute seamlessly against their desired audience.
In 2017, we were the first vMVPD2 to partner with SpotX to bring the truest form of premium inventory — live TV — to an automated environment. In the past year, we have seen 5x the growth in programmatic purchasing on Sling.
A leading technology company recently engaged DISH Media to increase incremental reach against their target audience of IT decision makers, with the goal of measuring brand awareness. In an industry first, DISH Media partnered with Millward Brown to report third-party brand health metrics for a live OTT campaign, when previously, only first-party measurement was used for such studies.
Overall, the report showed the campaign’s positive impact on brand health, driving increases in key funnel metrics among tech decision makers:
- 25 percent lift in unaided brand awareness
- 42 percent lift in key message association
Additionally, Sling also solved for many of the client’s prior digital pain points, with 100 percent viewability, 97 percent VCR3, no bots, no fraud, and all in a brand-safe environment.
Finally, like all DISH Media addressable campaigns, this was validated through Comscore, offering a third-party verification standard in the live OTT space that brands can trust.
This custom measurement contributed to a 41 percent increase in spend and has since opened up conversations about other products within the brand portfolio.
As the space continues to evolve, programmatic addressable will continue its upward trajectory. And over time, all related elements — scale, centralized data access, unified reporting and measurement — will continue to improve. In the meantime, go ahead and enjoy the cake.
About DISH Media
DISH Media provides advertisers with intelligent solutions to efficiently maximize exposure to desired audiences across DISH and Sling TV. Through innovative platforms, viewer measurement tools, and access to custom audiences on DISH and Sling TV via addressable and programmatic, advertisers employ strategically positioned, demographically targeted buys that enhance their national media campaigns.
OTT1 – “Over the top (OTT) refers to film and television content provided via a high-speed Internet connection rather than a cable or satellite provider. Viewers who eschew paying for bundled content are often referred to as cord cutters.”
vMVPD2 – “A virtual MVPD (vMVPD) is a service that provides multiple television channels through the internet without supplying its own data transport infrastructure (i.e. coaxial cable, fiber, or satellite technology). These services are also sometimes called “skinny bundles” as they often contain fewer channels than a traditional cable or satellite subscription. You may be familiar with some vMVPDs such as Sling TV, DirecTV Now, PlayStation Vue, Fubo, Philo, YouTube TV and Hulu Live.
Then there is what I call “pure-play” vMVPDs. These are the services that are exclusively vMVPDs, excluding services like YouTube and Hulu that have substantial non-linear, digital-only content such as user videos and original programming.”
VCR3 – “VCR, or Video Completion Rate, is a measurement of the rate at which your digital video impressions play to 100%. Simply put, it’s square one for understanding the efficiency and effectiveness of your video campaign.”