DISH Media Expands Addressable TV Advertising Footprint Through Exclusive Collaboration with Philo

Rhea-AI Summary

DISH Media partners with Philo, expanding addressable audience by 1 million households, offering advertisers access to diverse programming and detailed reporting for ROI.

Insights

Market Research Analyst

The strategic partnership between DISH Media and Philo represents a significant shift in the television advertising sector. By integrating Philo's inventory into DISH Media's offerings, advertisers can now reach an additional 1 million households, which is a considerable expansion in addressable market size. This move aligns with the industry's progression towards impression-based TV advertising, where the ability to target specific viewer demographics is highly valued.

From a market research perspective, the partnership is poised to enhance DISH Media's competitive position. The less than 3% overlap between DISH and Philo's audiences suggests that advertisers will benefit from a diversified reach, minimizing redundancy in their marketing campaigns. Furthermore, the demographic data indicating that 51% of Philo's audience falls within the 18-44 age range presents a lucrative opportunity for advertisers aiming to connect with a younger, influential demographic.

Financial Analyst

This exclusive partnership could have meaningful financial implications for both DISH Media and Philo. By opening up more than 1 million new addressable households, DISH Media can potentially increase its advertising revenue streams. The ability to offer detailed reporting and third-party measurement to prove ROI is a critical factor in attracting and retaining advertisers. This transparency and accountability are essential for justifying advertising spend and could lead to increased investment from advertisers seeking quantifiable returns.

For investors, partnerships like these can be indicative of a company's growth trajectory and its adaptability to market trends. The focus on targeted addressable advertising suggests that DISH Media is innovating in the right direction, given the industry's shift towards more personalized and efficient advertising solutions. Investors might view this as a positive development that could enhance DISH's long-term value proposition in a highly competitive market.

Advertising Technology Expert

The partnership underscores the importance of advanced technologies and processes in the evolution of TV advertising. DISH Media's commitment to delivering first-to-market solutions in the targeted addressable space is reflective of broader industry trends towards more sophisticated advertising infrastructures. The integration of Philo's inventory into DISH Media's platform could set a precedent for similar collaborations, accelerating the adoption of impression-based advertising across the industry.

Moreover, the partnership may encourage innovation in attribution models and reporting standards, as advertisers demand greater transparency and effectiveness from their campaigns. The use of third-party measurement and attribution partners is a testament to the industry's need for unbiased and accurate advertising performance data. This focus on technology and accountability is likely to shape future advertising practices and standards, benefiting both advertisers and platforms that can effectively leverage these advancements.

This latest industry-first partnership adds more than 1 million new addressable households, accessible exclusively via DISH Media

ENGLEWOOD, Colo., March 6, 2024 /PRNewswire/ -- DISH Media, leaders in impression-based TV advertising, today announced an exclusive partnership with Philo, the television streaming service, marking a transformative moment in the advertising landscape. Through this collaboration, DISH Media expands its addressable footprint, offering advertisers access to Philo's inventory. This partnership marks the first time that advertisers will have an external reach beyond DISH TV and SLING TV inventory through DISH Media buys, tapping into new, incremental audiences.

As the TV buying landscape becomes more impression-based, DISH Media is at the forefront of delivering advanced technologies, processes and first to market solutions in the targeted addressable space, providing the industry with greater ease, scale and optionality. With this partnership, advertisers not only gain access to a bigger addressable audience, but also receive the same detailed reporting to prove ROI backed by third-party measurement and attribution partners.

"We are particularly proud to be the partner of choice for Philo. It serves as a testament to the strength of our relationships, our leadership in innovation and the power of our monetization engine," said David Antonelli, vice president, media sales, DISH Media. "Our willingness to drive mutually beneficial partnerships in an increasingly fragmented landscape has allowed us to now scale our addressable footprint by more than 1 million households, offering advertisers the  opportunity to connect with Philo's diverse and engaged audience."

Philo's entertainment and lifestyle focused programming package features 70+ premium channels. Advertisers can tap into a diverse range of programming, including reality shows, sitcoms, lifestyle programs, classics, and content for kids. Additionally, Philo's audience overlaps with DISH Media's audience by less than 3%, ensuring advertisers can effectively reach a distinct set of viewers.

Philo's audience presents a compelling demographic profile, with a significant 51% falling within the crucial age range of 18-44, emphasizing  the opportunity for DISH Media advertisers to target this key and influential demo. Additionally, the Philo audience showcases a gender-balanced viewership with 54% identifying as female and 46% as male.

"We realize advertisers understand the value of addressable advertising and want to simplify their experience in reaching our audience," said Reed Barker, head of advertising, Philo. "Partnering with DISH Media, allows us to connect with advertisers through channels they value and are already investing in."

As of today, advertisers can uniquely enhance their buys with DISH Media by seamlessly incorporating Philo's exclusive inventory, providing an unparalleled opportunity to connect with an untapped addressable audience.

About DISH Media

DISH Media provides advertisers with intelligent solutions to efficiently maximize exposure to desired audiences across DISH TV and SLING TV while safeguarding consumer personal information. Through innovative platforms like addressable targeting and programmatic buying, viewer measurement tools and access to custom audiences on DISH TV and SLING TV, advertisers employ data-driven, demographically targeted buys that enhance their national media campaigns. Visit media.dish.com. DISH Media is an indirect subsidiary of EchoStar Corporation (NASDAQ: SATS).

About Philo

Inspired by Philo T. Farnsworth, the inventor of electronic television, Philo was created to build a better TV experience. The company started in the college market and is now available nationwide, offering 70+ top-rated television channels, including AMC, A&E, BET, Discovery, VH1, Food Network, History, Nickelodeon, MTV, OWN, TLC, Lifetime, Hallmark Channel, and Paramount Network, for just $25 per month. In addition to being the first entertainment-focused streaming TV service, Philo offers live TV, unlimited DVR, on-demand, and content from top programmers all available on Samsung and VIZIO Smart TVs, Android devices, GoogleTV, Fire tablets and Amazon Fire TV, Apple TV, iOS/iPad, Roku, and PC/Mac web browsers, Chromecast with Android functionality. Philo is based in San Francisco, with offices in New York and Cambridge, MA. For more information, visit philo.com.

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SOURCE DISH Network Corporation

FAQ

How many new addressable households does the partnership with Philo add for DISH Media?

The partnership adds more than 1 million new addressable households for DISH Media.

What type of programming does Philo offer for advertisers to tap into?

Philo offers entertainment and lifestyle focused programming with 70+ premium channels, including reality shows, sitcoms, lifestyle programs, classics, and content for kids.

What demographic profile does Philo's audience present?

Philo's audience has 51% falling within the 18-44 age range, with a gender-balanced viewership of 54% female and 46% male.

How does the partnership between DISH Media and Philo benefit advertisers?

The partnership allows advertisers to reach a diverse and engaged audience, gain access to detailed reporting for ROI, and connect with an untapped addressable audience.

What is the significance of Philo's audience overlap with DISH Media's audience?

Philo's audience overlaps with DISH Media's audience by less than 3%, ensuring advertisers can effectively reach a distinct set of viewers.