Optimizing Reach with DISH Media's Reach Booster. Jim D'Antoni on Media Innovation.

Although addressable has been around for years its importance and value as an advertising method has increased with the advent of advanced technology quotOver time addressable has maturedquot noted Jim D39Antoni pictured below Director of National Media Ad Sales DISH Media quotIt has proven its ability to provide more sophisticated frontend targeting and true attribution on the backend making it a key component of an advertiser39s video mixquot The main goal of addressable is to eliminate the waste focusing only on the homes that are predisposed to hear your message Across the industry more Upfront buys are having addressable deals built into them The Myers Report estimates 2019 advertiser investments in addressable and VOD TV advertising at 18 billion and forecasts 17 average annual growth to 46 billion in 2025 The Myers Report also projects addressable and VOD as one of the few media categories that will increase in 2020 and 2021 as brands scale back dramatically on marketing budgetsEven in the best of media times it has been challenging for advertisers to maximize reach and minimize overfrequency for heavy viewing households with just a linear buy quotThe linear television buy that got you 90 household reach five years ago only gets you about 60 reach nowquot mentioned D39Antoni quotThen within that 60 reach for a demographic is often at 30 to 40 And if a brand wants to expand their reach they will have to keep spending more to see minimal growthquotHe cited one case where a home improvement advertiser spent 90 million to have their campaign reach 70 of households and had to spend another 90 million to get to 75 households quotFinancially and strategically it doesn39t make sense for brands to continue down this road The use of addressable technology is the best solutionquotTo help linear buyers bridge the addressablelinear divide DISH Media recently launched a solution called Reach Booster Using firstparty deterministic data and a 124 million national footprint that captures all aspects of the American experience from county size to DMA to region Reach Booster gives advertisers the ability to maximize their reach and manage frequency quotWith fragmentation of television growing reach beyond 50 of any age or gender demographic is a pervasive issue It is one of the limiting factors of linear televisionquot D39Antoni explainedA Solution to Building ReachReach Booster is DISH Media39s proprietary ad product that was beta tested in 2019 It uses firstparty data to build reach off a linear plan and addressable technology in a broadbased manner quotWe use our firstparty deterministic data and do a lookback window of at least three weeks of a recent national linear buy and then determine how that campaign performed in reach and frequency for a specific gender and age targetquot D39Antoni elaborated DISH Media can then efficiently target those unexposed homes within the chosen demographic for further messaging quotFor a three or four week buy we can see their campaign39s reach go from 40 up to 70 or even 80 and only within households relevant to our clientquot he stated One example cited by D39Antoni is an insurance company who wanted to expand their reach amongst men aged 25 to 54 Reach Booster delivered bringing the advertiser from a plateaued 45 reach to an overall 87 reach within the DISH footprint quotBeta after beta we39ve seen these results After 12 beta campaigns across various categories we are confident that this can be a very effective tool to boost reachquot he addedManaging for Frequency in Addition to ReachBut how does one solve for oversaturated frequency when trying to increase reach D39Antoni noted that Reach Booster is not just a reach tool quotWe39ve had some success managing frequency as a secondary nonguaranteed KPIquot He cited an auto advertiser who wanted to lower the frequency for those who were seeing the ads 25 times in a 30day period Campaign results show that Reach Booster was able to shift frequency into the lower frequency buckets while also helping the advertiser extend their reach According to D39Antoni it is all about maximizing efficiency for what the client wants quotTheir main goal was reach and we had that covered but when they mentioned their frequency we endeavored and deliveredquotHowever these results are not unique to this one campaign DISH Media has seen a number of successful beta campaigns across demographics and categories quotFrom auto to insurance to CPG we39ve seen consistent success with stabilizing frequency and building reachquot D39Antoni addedThe Current and Future MarketplaceThis pandemic has caused a rupture in the advertising marketplace Brands and advertisers are struggling to pivot their advertising strategies some pulling back entirely to conserve cost at a time when sales are down According to D39Antoni the goal for marketers should be quotsmarter not silentquot quotThe time for addressable is now Many companies can39t afford to waste money on tactics that may or may not workquot D39Antoni stated quotThey need to bet on strategies and tools that will bring them directly to the consumers that will be interested in their products and that39s where addressable and Reach Booster succeed We39ve proven that over multiple categories and multiple demosquotThere is more in store for Reach Booster Future enhancements could include multiple look backs better optimization and enhanced frequency management all with the intention of becoming more efficient and costeffective for marketers to reach their target audiences quotTime will tell but DISH Media has its finger on the pulse to assist our partners through this Effective reach is more imperative than ever in this new environment and we know Reach Booster will play an important role in achieving it for our clientsquotReaders can learn more about DISH Media at mediadishcomClick 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 MediaVillagecomMyersBizNet

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Optimizing Reach with DISH Media's Reach Booster. Jim D'Antoni on Media Innovation.

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Optimizing Reach with DISH Media's Reach Booster. Jim D'Antoni on Media Innovation.

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