Mapping the Mainstreaming of Addressable TV at DISH

It is a given that television has been on an accelerated path of evolution with greater complexity fragmentation and choice offering both opportunities and challenges To better understand the current and future ecosystem of television and the role that addressable plays in it DISH Media and several other industry players commissioned a study conducted by Forrester Consulting titled The Transformation of Television the results of which clarify the underlying issues mechanics and attitudes that impact addressable video39s multilevel adoption and expansionquotAddressable TV advertising is a transformative productquot explained Tim Myers GM of strategy products and business development at DISH Mediaamp160quotIt provides opportunities for both the buyer and the agency to respond to the trends that began to emerge and accelerate during the pandemic It offers better accountability different forms of measurement and the ability to go after highvalue audiences that reach consumers in new waysquotIn short the study revealed first and foremost that buyers understand the need to prioritize addressable going forward It also helped clarify the challenges quotWe definitely need to simplify the buying and managing of addressables across suppliers provide more scale and a larger footprint increase interoperability among MVPDs and technology partners and solve some of the measurement issuesquot Myers said In the vein of measurement the sellside specifically needs to think aboutamp160quotthe differences in how people have traditionally planned and measured television how these new impressionsbased models work and ultimately how you can tie this into attribution and other techniques to measure the performancequot he added All of this is not impossible but will take a coordinated full industry effort and commitmentMyers acknowledgedamp160the challenges that need to be addressed across all sectors of the ecosystem On the sell side scale continues to be a challenge as well heamp160pointed out quotMaking sure that we remove some of the complexities that create headwinds and lead to a lack of confidence about integrating addressable into a brand39s annual campaign strategy is imperativequot he asserted However he admitted that building universal adoption of addressable means having concrete solutions agreeing that quotthe industry needs to adopt a mainstream approach and help fund the work that needs to be done to scalequotIt takes a village or in this case an industry to facilitate the mainstreaming of addressable For their part DISH Media has been focused on this exact approach for some time advocating for an open and collaborative way of doing business quotWe39ve been working with other distributors as well as platform and technology partners that we directly interface with to begin making changesquot Myers said quotThat includes partnerships with companies like DirecTV Comcast Charter and Cox We are also beginning to partner with the programmers themselves and offer addressable servicesquot he added which brings addressable beyond the twominute local avails and into the 14 minutes of national inventory quotIt39s now available through many buying channelsquot he explained That enables the mainstreaming of addressable by solving for scaleAs Myers looks to the future of addressable he is optimistic quotWe will continue to see addressable build in terms of its importance in the execution of TV advertisingquot he said quotWe will be able to provide a simple and interoperable means of planning and executing these transactions Measurement will make it easier to tie it all back to the sales activity Attribution will become more seamless and easier to executequotIn three to five years addressable will absolutely be a mainstream part of the TV advertising mixquot he concludedTo download the full study The Transformation of Television Embracing the Era of Addressable TV click hereClick 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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Mapping the Mainstreaming of Addressable TV at DISH

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Charlene Weisler

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