SAN JUAN, PR — For marketers, the single promise of so-called “addressable” TV technology used to be simply targeted advertising.
But, in 2020, the promise is much greater than that. Now broadcast platforms are discovering they can offer advertisers a more diverse set of use cases than just targeting alone.
In this one-on-one interview at Beet Retreat, Kevin Arrix, SVP of DISH Media, responsible for ad sales at DISH and Sling, explains.
“Addressable has largely, if not entirely, been used for targeted advertising,” he says. “We’re entering a phase now, where we’re (seeing) a redefinition of addressable. It’s taken on a different meaning for us.
“Addressable, for us, is effectively technology that allows us to deliver, or take a specific action, to a specific household, or a specific subscriber.
“That technology has largely been used for targeted advertising in the past. Now we’re starting to apply it to new use cases, which is really exciting. We now are using that addressable technology to deliver, or work on reach and frequency, from a national linear campaign point of view.”
Speaking with Beet.TV previously, Arrix outlined three use cases for addressable technology:
- Targeted advertising: the classical use case for addressable TV.
- National minute enablement: wherein a pice of inventory is either retained as a linear spot in which different creative versions are inserted, or is broken up in to individual impressions by a programmer.
- National reach extension: when a national ad campaign hits a plateau, addressable technology can extend the audience reach in new footprints.
In December, DISH launched Reach Booster, a tool that can extend the national reach of brands’ ad campaigns.
At Beet Retreat, Arrix continued: “If you use linear television to the point where that reach curve starts to flatten, then you work with DISH or any other MVPD on using their addressable technology to then serve that ad to the homes that have not seen it, or to the ads that have not seen it frequently enough.”
Arrix was interviewed by Matter More Media CEO and co-founder Tracey Scheppach at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.