DISH Media's Tim Myers on Bringing Scale to the Addressable TV Market

Tim Myers general manager of strategic partnerships and products for DISH Media is encouraged by the growth of addressable advertising but still places the business in the third inning of the evolution He39d like to see more cable operators jump on the bandwagon to drive scale even if just in the local linear inventory quotWe really need to focus on how to take addressability from what has essentially been an advanced product that is still trapped in research or advanced 39test and learn39 budgets We39re at a point where we can attract more mainstream national TV budgets Enabling networks to have addressable capabilities in their national inventory is key to making that happenquotSome of the challenges in getting to that next step are the lack of standardized measurement and an inability to establish a common currency to buy against in the national addressable marketplace The standard panel methodology such as the one Nielsen has been measuring TV ratings against hasn39t yet been capable of delivering the data nuance needed When you begin to break apart TV spots and deliver different creatives in those spots for multiple advertisers across audience segments segments that get far more detailed than just agegender the addressable impression needs to be excluded from the linear rating Then marketers can easily know that their spots were delivered through traditional currency or by seeing how many impressions hit their target along with the reachfrequency of each creative versionTo address the demand Nielsen recently announced that they plan to incorporate DISH Media DirecTV and Vizio39s Inscape addressable data in their traditional currency to help streamline the addressable marketplace Myers is understandably encouraged by this development stating quotOne of the most significant parts of this announcement is that they39ll be modifying the currency to back out those addressable impressions from the traditional linear measurement That39s something that39s been done in Europe for quite a while and is one of the keys to unlocking the scale we need to go mainstreamquot he said quotBy removing a great deal of the risk it encourages programmers to either begin offering or adding addressable inventoryquotIn addition to providing data to Nielsen to drive 39national minute enablement39 DISH Media is working with several agencies and third parties to solve challenges around the pacing and delivery of addressable impressions quotWe are fully supportive of these agency platforms and are working to deliver data for campaign planning and performance through APIs that can provide counts as well as monitor and manage frequency reach and pacing variablesquot said Myers quotIf you go through a third party like Adcuratio a recent partner of DISH Media one of the benefits is they can monitor campaigns across national adinventory and channelsnetworks They take on a role similar to what you see from a DSP todayquotRecent announcements have focused on cable networks that have opened up linear addressable inventory and Myers explains that broadcast networks also have the capability quotWe can now bring broadcasters on board Previously they were not able to participate with us because satellite and cable operators don39t have the same access to the local broadcast station inventory as we do on cable networks But now we have an opportunity to make the inventory that the broadcasters sell addressablequot Myers shared quotI think you39ll see some exciting developments on that very very soonquotInvidi another DISH Media partner utilizes capabilities that can quickly decide and deliver the correct creative to the appropriate household including Smart TVs Myers explains quotThe difference between the two approaches is how you determine the audience being reached The advantage of working with a distributor like DISH is that we have the subscriber relationship which gives us deterministic firstparty data We can make an actual match to your target subscriber in a privacy safe manner unlike the Smart TV methodology that often uses a graph approach with predictive components which makes it more of a projection than an actual matchquotMyers is a clear believer in the power of Addressable TV and points to the positive ROI impact and reach extension delivered for marketers over the past decade as the drivers of its success quotDISH brought worldclass addressable platforms and systems to the marketquot said Myers quotOur role going forward is to build out that technology using our internal inventory and our expertise with a clear purpose bringing scale to the industryquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetIf you no longer wish to receive updates from DISH please click here

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DISH Media's Tim Myers on Bringing Scale to the Addressable TV Market

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