DISH Media partners with Verizon Media to automate addressable advertising

Rhea-AI Summary

Verizon Media has expanded its omnichannel programmatic platform through a partnership with DISH Media, allowing automated access to DISH's household addressable ad inventory. Advertisers can now access both traditional linear channels and CTV/OTT media, including SLING TV, enhancing monetization opportunities. This move comes as US consumers increase their TV viewing time, now averaging 229 minutes per day. The partnership offers benefits like flexibility, efficiency, and quality scale, enabling advertisers to seamlessly manage their campaigns across different channels while improving audience targeting.

Positive

• Expansion of programmatic platform enhances inventory access for advertisers.
• Partnership allows seamless integration of linear and digital media, improving targeting efficiency.
• Increased access to DISH's 7 million US households boosts programmatic addressable TV ad reach.

Negative

• None.

BASKING RIDGE, N.J., Sept. 02, 2020 (GLOBE NEWSWIRE) -- Verizon Media is expanding its omnichannel programmatic platform today, announcing an advanced TV partnership with DISH Media in which Verizon Media’s demand-side platform (DSP) will provide automated access to DISH’s household addressable ad inventory. The deal enables advertisers to access traditional linear channels alongside pure-play CTV/OTT media, including SLING TV, driving meaningful connection and monetization across channels at scale.

Amid the coronavirus pandemic, US consumers have increased their time spent with TV. According to eMarketer, consumers now spend 229 minutes per day with TV, an increase of 9.3% year-over-year. To ensure viewers get the most relevant and interesting ads as time spent with TV rises, more TV advertisers are turning to household addressable, using household-level audience data to deliver the best experiences.

“Our full stack omnichannel platform provides advertisers with a diverse set of channels powered by relevant, qualified data, while offering premium publishers and content owners superior monetization and reach capabilities,” said Kelly Liang, SVP, Partnerships at Verizon Media. “Together, our demand and supply-side platforms drive stronger efficiencies, revenue opportunities and enable us to better serve the market as a whole. In partnering with DISH Media, we bring more addressable options, at scale, to the programmatic environment.”

The partnership delivers a host of benefits for advertisers, including quality scale, efficiency and flexibility.

• Flexibility -- Household addressable ad inventory has traditionally been sold on a direct basis. Verizon Media’s partnership with DISH Media introduces enhanced flexibility, automating the execution of addressable inventory, while still having access to the same great inventory and pricing offered by DISH Media on a direct IO basis. Buyers can choose the channel that best meets their needs.
   
• Efficiency -- As advertisers continue to shift spend from traditional linear TV to digital (CTV/OTT), the Verizon Media DSP brings both inventory types together. Buyers can now access top sources for traditional linear channels alongside pure-play CTV/OTT media, like SLING TV. Advertisers can also drive targeting efficiency, using one segment across household addressable & CTV/OTT inventory. Campaign delivery data within the DSP is updated regularly throughout the campaign, allowing advertisers to monitor their household addressable and CTV delivery in a single place and at any time.
   
• Quality Scale: Advertisers are now able to apply the power of Verizon Media’s omnichannel DSP to Verizon Fios and DISH household addressable TV ad inventory, driving additional scale and measurement.

“As linear and digital converge, the ability to connect across channels - from addressable and CTV to DOOH - and buy and manage them alongside one another, is critical,” added Liang. “Success lies within omnichannel at scale - enhancing the consumer experience on every screen.”

“DISH Media is committed to minimizing friction for our partners and driving alignment in the advanced advertising space, which is why we support an open approach defined by flexibility, interoperability and transparency,” said Kevin Arrix, SVP of DISH Media. “Our partnership with Verizon Media drives this open approach forward, offering new ways for brands to participate in an omnivideo environment and to better access addressable advertising’s full potential.”  

Verizon Media’s omnichannel DSP gives advertisers access to powerful, qualified data sets and reaches consumers across all channels, including mobile, desktop, video, native, addressable TV, CTV, DOOH, and audio. In adding DISH’s 7 million US households to its programmatic addressable TV ad footprint, the Verizon Media DSP will enable advertisers to buy relevant household addressable ads programmatically across nearly 11 million households, driving greater scale, flexibility and control. DISH inventory will be available by early Q4 2020.

About Verizon Media
Verizon Media, a division of Verizon Communications, Inc. (NYSE, Nasdaq: VZ), houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and HuffPost to help people stay informed and entertained, communicate and transact, while creating new ways for advertisers and media partners to connect. From XR experiences to advertising and content technology, Verizon Media is an incubator of innovation and is revolutionizing the next generation of content creation in a 5G world.

About DISH Media
DISH Media provides advertisers with intelligent solutions to efficiently maximize exposure to desired audiences across DISH and SLING TV. Through innovative platforms like addressable and programmatic, viewer measurement tools and access to custom audiences on DISH and SLING TV, advertisers employ strategically positioned, demographically targeted buys that enhance their national media campaigns. Visit www.media.dish.com.

VERIZON’S ONLINE MEDIA CENTER: News releases, stories, media contacts and other resources are available at www.verizon.com/about/news/. News releases are also available through an RSS feed. To subscribe, visit www.verizon.com/about/rss-feeds/.

Media contact:
Christina MacDonald
Christina.MacDonald@verizonmedia.com
617-240-9181

FAQ

What is the partnership between Verizon Media and DISH Media about?

The partnership expands Verizon Media's programmatic platform, providing automated access to DISH's household addressable ad inventory, enabling advertisers to access both traditional linear and CTV/OTT media.

How has consumer behavior changed regarding TV during the pandemic?

Consumers are spending an average of 229 minutes per day on TV, a 9.3% year-over-year increase, prompting advertisers to enhance their targeted advertising strategies.

What advantages does the partnership offer to advertisers?

Advertisers benefit from flexibility, efficiency in campaign management, and increased scale with access to a broader range of inventory across channels.

When will DISH inventory be available for advertisers through Verizon Media?

DISH inventory is set to be available by early Q4 2020.