DISH's Kevin Arrix: Powerful Tools Plus Capable Team Equals Satisfied Clients

And that is the case at DISH Media senior vice president Kevin Arrix says that having a knowledgeable and expert sales force that can work directly with brand and agency buyers is vital to his customers Arrix whose team represents inventory on both DISH and Sling TV was trained by the quotOGsquot of television advertising at Turner Broadcasting now WarnerMedia years ago He believes that buyers value both technology and people He also believes that the essence for DISH Media39s overall focus on the customer is a quotmultilingualquot and analyticsempowered team able to speak the language of brands and technology answer buyers39 questions about every product and demonstrate impact on key results marketers are measuringquotOur core belief is that if we better educate advertisers and agencies as to the impacts and benefits of advanced video advertising we will grow the overall market and in turn we will winquot Arrix says Those benefits include a national footprint satellite service the quotnumber one live OTT servicequot access to rich firstparty data and moreArrix cites addressable television which DISH pioneered in 2012 as an example Addressable is technology that allows an advertiser or an agency to deliver a specific message based on a specific KPI to a certain customer or household Addressable TV is most commonly known for its targeting benefits and as a resultsdriver for brands quotWe have a whole host of case studies that show the proof is in the puddingquot he says quotWe39re saying 39OK 20 percent of this linear spot is going to run in certain households that we know definitively amp8212 through deterministic data amp8212 are in the market for an auto because we have anonymized matched data that shows these households39 leases expire in the next three months39quotArrix credits his team and other significant players in the space with demonstrating that the benefits of addressable outweigh the incremental costs quotIn the beginning we received objections about addressable39s scale expense and need for thirdparty measurementquot he says quotAnd one by one each of those hurdles has been cleared It has been a huge success for many of our customers in several categoriesquotWhen asked whether his team39s focus was on DISH or Sling TV Arrix points to his parent company39s focus on customer needs He notes that Sling TV was born of his company39s leadership in creating products that work for customers amp8212 subscribers amp8212 in the way they currently want to watch TV quotCustomer focus is everythingquot Arrix asserts quotWe encourage our sales team to represent the overall DISH Media portfolio whatever makes sense for our clients And we require our sellers to be fluent in data TV digital and programmatic That is the new norm and DISH Media will lead the wayquotArrix39s take on the typical sales force from a few years ago is that quotif you were really good at one thing amp8212 whether it be followingup getting to see clients or explaining technology amp8212 you could be successful Today you have to be good at a lot of things to be an effective sellerquot That39s one key reason for his emphasis is on his team serving as an expert resource for his clients no matter how those clients prefer to conduct businessArrix started his career at an agency FCB then moved to Turner crediting their training program and executives for influencing his management style quotI always had an interest from the very beginning in being on the frontierquot he says Later he moved into digital and his vision for the future is tied to the industrywide growth he saw in that areaquotFor an advertiser buying into addressable they39re going to buy the full footprint whether it39s DISH or DirecTV or Altice or Verizon or Ampersand with Comcast Charter and Cox There39s addressable scale among the MVPDs and they are all nonduplicativequot Arrix says quotI feel the sale for all of us in addressable is around the product and why it makes sense amp8212 because once we do that then it39s classic 39rising tide that lifts all boats39 Addressable is a smart and accountable way to advertise and it will continue to grow It39s a logical next step for addressable to be enabled in some national minutes at the broadcast and cableprogrammer levels moving forwardquotArrix emphasizes the importance of ongoing innovation for DISH and the industry overall quotOur role in all of this at DISH Media is to continue to be a leader and pioneer by coming up with ideas and solutions that we think are best for the businessquot he says quotPerhaps we can39t move the market by ourselves but we can certainly set an example and influence itquotClick the social buttons 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 writersIf you no longer wish to 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DISH's Kevin Arrix: Powerful Tools Plus Capable Team Equals Satisfied Clients

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Kathy Newberger

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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