NEW YORK – comScore and DISH’s Sling TV say their new partnership to offer cross-platform addressable advertising measurement will let advertisers see their campaigns’ performance on connected TV, mobile, and desktop impressions, as well as linear TV impressions.
comScore, which claims to be the first company to offer measurement of addressable TV impressions across all platforms, including over-the-top (OTT), says its linear TV addressable advertising measurement has been used by major agencies and brands for more than five years. And it says this new offering will operate similarly, but extends measurement of addressable campaign delivery to multiple platforms.
DISH Media Sales, which oversees ad sales for DISH and Sling TV, first introduced addressable advertising on its satellite TV platform in 2012 and opened cross-platform addressable advertising across both platforms earlier this fall.
DISH says cross-platform advertising lets brands reach DISH and Sling TV viewers in a “premium, brand-safe” environment with a single buy. The ads are delivered during live and video-on-demand (VOD) content.
Adam Lowy, head of ad sales at Sling TV, says advertisers now get “an apples-to-apples” view of their campaign across platform, device and even alongside traditional TV. Lowy adds that comScore's measurement will boost the potential reach for addressable campaigns and bring new business to the addressable marketplace.
Sling TV hasn’t said how much addressable business it has conducted but did say DISH Network has executed more than 1,000 addressable campaigns.
comScore predicts addressable advertising on TV will grow 66 percent this year to $1.3 billion.
Cathy Hetzel, comScore executive vice president, adds that as more addressable TV inventory becomes available in OTT, “There’s a growing desire among advertisers to take advantage of the premium quality of television with the benefits of greater addressability.”
As of third-quarter 2017 DISH and Sling TV claim a combined 13.2 million subscribers.