Podcast: Mindshare and Dish Media Sales on Volvo and Addressability

EB Moss amp160Tobias you work across all platforms Digital media marketing mobile search Tobias Wolf amp160Yes amp160If the consumer can see it or hear it we39ll give it to themMoss amp160One area that39s particularly germane to today is that you really helped pioneer the advanced addressable TV spaceWolf amp160That39s correct amp160We started the first addressable test in the country I think back in about 2010 and have since advanced our approach to the platform over the years amp160It has really become a mainstay for a lot of my clients in the business amp160Note the actual year was 2008Moss amp160I guess it paid off because also key to our conversation is the fact that you led the pitch for and contributed to Mindshare actually winning the Volvo USA businessWolf amp160Yes we won the business in 2014 and did it in our realtime adaptive marketing technology center called The Loop which was a really interesting way to pitch a business amp160Adaptability agilityamp160and addressability were a big part of what we were talking to Volvo about that dayMoss amp160And thatamp160paid off also because one of the first Volvo campaigns you did scored five Cannes LionsWolf amp160Volvo Super Bowl Interception was a really exciting consumer engagement program we did that first year amp160Every time a competitor ran a car commercial we asked people to submit a reason to nominate somebody to win a Volvo amp160It exploded in social media and really took over the landscapeMoss amp160That was a real first and another first leads me to Brian a founding member of the DISH Media Sales team back in 2008 heading up sales viewer measurement andamp160operations across both DISH and Sling TV and the teams that include addressable interactive and programmatic platforms amp160Since you know a little something about this space what39s addressableBrian Norris amp160Yes DISH Media Sales is closing in on our 10year anniversary amp160We had this vision that we would start a worldclass media sales department and a product that hinged on leveraging the settop box to deliver a targeted message to an intended audience amp160That39s really part of the definition of addressable Having the ability to deliver the right spot at the right time to the right audience amp160Taking it a little bit further the other beautiful part about addressable is really the measurement piece of thatMoss amp160I can see how this would be very compelling to an advertiser so now we39re talking about a first in crossplatform addressableamp160amp160via DISH and Sling TV amp160Tell us moreNorris amp160We39re in a very unique place in television right now amp160Content has never been better amp160But how do we capitalize on that fragmented audience amp160Two years ago DISH introduced a product to the marketplace Sling TV which is an Over the Top platform really and the basic definition of OTT being able to deliver content across the Internet amp160When you combine Sling and DISH in an addressable environment it gives the advertiser the opportunity to reach an audience that they otherwise might not be able to reach amp160The beauty of it is being able to transact with one sales team and to deliver that targeted message to the right audience no matter if they39re watching traditional television on our satellite platform or watching live television or ondemand television on our overthetop platformMoss amp160I see Tobias nodding his head in agreement saying quotYeah that worked out for mequot amp160Tell me about your experience in working with DISH Media Sales and how this came to beWolf amp160We39ve been working with DISH and their addressable platforms specifically since 2014 since we won the business and have had this mission of really turning around the Volvo business and targeting folks that are in market amp160That39s where addressable TV gets really interesting and DISH39s offering in particular amp160For example you39ve got two neighbors Joe and Bob amp160Joe gets an ad and Bob doesn39t amp160The one that gets the ad is giving signals through data that they39re coming up at the end of their lease or they39re showing behaviors that shows that they39re searching for a new car amp160Those are the data signals that we use amp160and then we39re targeting Joe and not targeting Bob amp160That becomes a powerful tool to use for our advertisers amp160Now when we39re talking about crossplatform usage between an overthetop and then a more terrestrialdelivered or satellitedelivered signal it provides us an ability to add scale and reach to our addressable platformsSince then the market has grown exponentially by probably 50 60 amp160So every year we scour the market for new opportunities to push the envelope of technology amp160DISH had this with Sling this year and we were able to see an advancement in that kind of reach and scale of our programs with this amp160It enables us to parse up our target audiences into different segments so when we39re thinking aboutamp160quotIs this a sedan luxury buyerquot or quotIs this an SUV luxury buyerquot oramp160quotIs it somebody that39s actually upgrading from a premium car into a luxury vehiclequot the different platforms enable us to do that coupled with data amp160It becomes a very powerful tool that maybe thankfully or unthankfully a lot of people in the industry haven39t really tested yetMoss amp160The thinking is that if the ad is appealing to me personally then it39s a little bit more skipproofWolf amp160Well that39s the ultimate thing with media buying and advertising right amp160You want to find people that are more inclined to purchase your client39s product at the right time and if we39re delivering them the types of ads that compel them to put Volvo in their consideration set that39s an incredibly powerful tool that39s inescapable amp160Frankly for me and my experience over the years it39s really kind of the holy grail of TV advertising because it39s the most scaledriven impactful channel out there amp160If you can deliver it with the efficiency and targetability of digital advertising you39ve achieved something pretty specialMoss amp160The quotfirstquot in this case was doing this across both Sling and DISH amp160Tell me how you presented the benefits of that BrianNorris amp160For us it was very important as we launched this product in the marketplaceamp160to do it with a partner that we have a long history with amp160And what better advertiser than Volvo who has been on our platform on the addressable side for years right amp160So for this crossplatform addressable idea Mindshare was first to bring this to the marketplace amp160We know that there is a real interest in learning togetherThat39s the spirit of the partnership amp160Like what Tobias said it39s very important for an advertiser to know the audience that they want to go after and really have the right data partner and the right thirdparty and firstparty data on hand to make sure that we39re delivering that message to that specific target audience that hopefully will be able to transact on the purchaseWe have a host of firstparty data between our Sling and DISH subscribers but on top of that we have partnerships with pretty much every major data company in the world amp160So we can go beyond the standard age and gender demographics and really get down to household demographics amp160But the key to this is being able to measure transactions on the backend amp160Did the message produce a result that was desirable for the advertiserWolf amp160Right and this is incredibly important for us amp160When we39re testing new channels and new partners or beta offerings from an old partner like DISH it39s incredibly important as it is across the addressable platform to be able to match back who has actually purchased a car amp160Look at the return on advertising spend amp160Historically we39ve seen some incredible results amp160It proves the point that we were talking about Thatamp160when you actually deliver the right message to a person that39s in the moment and you can either move your brand into their consideration setamp160or you can elevate your brand within their positioning and prove out a sale that39s a really important and powerful tool to haveMoss amp160Are there things that DISH Media Sales brings to the table that really sealed the dealWolf amp160There39s an attractive audience that is going to opt for satellitedelivered viewability as well as the offering behind Sling which is a pretty robust OTT platform compared to some of the others amp160The ability to take a look at what the differences might be between those two audiences and what the ROI and the return on advertising might be based on differences in behavior based on platform is something that we39re trying to figure out amp160We do several things across multiple platforms across multiple devices where we39re dayparting across devices and so this just blends into our overall approach on this business on the Volvo business that the team has to really push the boundaries of innovation to test new avenues and new technologies to engage with our consumer in order to drive brand perception and to close the sale as wellWe used the platform and we used the data sets to carve up DISH39s audience into specific audiences amp160Say 25 are in the market or showing signals for a luxury sedan like the S90 that we have in market currently amp160Then another percentage of the audience is looking for a smaller or a midsized SUV so then we39ll advertise the XC90 or the XC60 amp160It39s not based on the campaign itself it39s being able to use the data to parse that audience out into specific segments that are going to be more apt to engageMoss amp160Brian that requires you and your team keeping everything straightNorris amp160Yes and we have a worldclass team both on the sales side and on the operations side to make it a seamless process for the advertiser and the agency amp160Part of that process is the agency or the advertiser knowing their target then working with our thirdparty data providers Inamp160approximately 15 days after the flight has ended we39ll be able to provide a robust campaign summary report for some really great learnings In the case of an automotive advertiser that might take a little bit longer because of the sales cycle so we might extend that attribution windowMoss amp160There are other quotfirstsquot for DISH and Sling TVNorris amp160Sling was the first live TV OTT platform in the marketplaceamp160available to consumers amp160Next up we saw an opportunity to extend reach of our DISH addressable platform so we were the first to do crossplatform addressable with SlingMoss amp160That39s what you39re doing with Volvo nowNorris amp160That39s exactly what we39re doing right now amp160When we talk about extending reach and scale of addressable television we firmly believe that addressable television only works when it39s other providers as well amp160We39re educating the marketplace on what addressable is but also educating the marketplace on how addressable is growing amp160In fact eMarketer estimates that over 74 million households right now are addressableenabled That39s really important as the addressable business as a whole continues to grow amp160We can39t do this alone so it39s very important that the rest of the provider marketplace whether on the OTT side or on the traditional cable or satellite side embrace addressable technologyMoss amp160Tobias has it been difficult to get Mindshare to ramp up embraceamp160and understand amp160What39s the education process like thereWolf amp160Mindshare and GroupM have been allin on addressability from day one and again that 2008 test that we did was the first of its kind amp160Now we39re constantly building on that education to advance the ball down the field and I preach that to my clients and my teams amp160Stay out in front of everything because by the time the competition figures out what we39re doing we39ll be leaps and bounds ahead of themAnd Brian39s exactly right amp160We are waiting for new providers to come online like quotWhen are these guys going to do itquot amp160So I think for us it39s kind of a neat and interesting and exciting landscape to have tested and to now have part of our plans moving forward and something that we look forward to continuing to advance and are just honestly very interested inMoss amp160What39s nextamp160after all these current firstsNorris amp160On the DISH side we39re all about being leaders in the space and really trying to evangelize that within the marketplace to get buyin across the entire landscape of media advertisingMoss amp160Crystal ball TobiasWolf amp160What we39re constantly trying to find out about now is engagement and viewership across multiple devices because that39s the landscape that we live in today amp160I think ultimatelyamp160it39s dayparting across devices whether it39s digital advertising a print product delivered via tablet or a smartphone or a television product being able to deliver different ads to different people within a household amp160We used to call it settop box addressability back then you would deliver an ad in the den to the parentsamp160and maybe a toy ad to the kid upstairs amp160So as devices proliferate that39s the nature of what I39m looking forward to being able to deliver different ads to different people whether they39re within a household or outside of a household wherever they are on the face of the planetNorris amp160That39s a great point of view because listen when Sling was first launchedamp160we didn39t have such a great idea on how people would consume the product on their phones their laptops their tablets amp160What we39re finding now is that people are consuming the product on 10foot devices Think about Roku amp160Think about Apple TV amp160People are not moving away from the traditional TV viewing experience amp160It39s just how they39re Wolf amp160 how they39re engaging with that contentNorris amp160Right how they39re receiving that content is just a little bit different amp160So with the product being two years old really this is all about learningamp160for us and being able to provide better solutions to advertisers better solutions to our partners amp160Hopefully we can grow togetherWolf amp160It is also about providing an exceptional array of choice to the consumeramp160and then letting them figure it out instead of forcefeeding them correctNorris amp160RightWolf amp160I mean think about it They could be literally driving by a dealership amp160So the ability to serve an ad right at that time or within the content that they39re engaging in amp160I think an important thing to note is that given that choice and the way that addressable is delivered you39ve taken yourself out of the realm as a media person as a strategist for a client amp160Out of the realm of quotWe think they39re going to be watching this show at this timequot amp160Right amp160Now the ad is delivered into a show that they are watching into content that they39re already engaging in and the data tells us that and then we deliver our ad based on their inmarket status so the skippability of it has been lessened greatly because of the access to that dataNorris amp160It really sort of takes the guesswork out of it amp160You39re no longer buying the program amp160You39re buying the audienceWolf amp160Correct and hence that39s why you see the great ROI amp160We39d be more shocked if you didn39t see better results from addressabilityMoss amp160One can make a good argument for brand safetyamp160with targetabilityNorris amp160I think that Sling TV and the ability to deliver live television over the top has come into existence at the exact perfect time at a time when advertisers are concerned about brand safety are concerned about the messages that their messages are being placed up against and not to mention fraud and viewability amp160On Sling none of that is an issue at allClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers If you no longer wish to receive updates from DISH please click here

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Podcast: Mindshare and Dish Media Sales on Volvo and Addressability

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Podcast: Mindshare and Dish Media Sales on Volvo and Addressability

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