SAN JUAN, PR — With so many new platforms, opportunities and options for buying TV ads in the marketplace, smoothing the path to purchase is becoming the new black.
In this video interview with Beet.TV, Sean Robertson, director of partnerships at DISH Media, talks about the importance of making it easy.
“There’s some third party solutions that have come across to help transact easier,” Robertson says. “We think that’s going to continue to gain scale and gain momentum in the marketplace. And that’s one of the areas that we’re focused on – how do we become very, very easy to transact (with)?
“If you look at how purchasing decisions in the consumer marketplace have evolved, we were very cash based society, then you had the option to buy by check, then eventually checking card and credit card and your debit card now,” Robertson says.
“(In media), I’m talking about the purchasing decision. (Advertisers ask:) ‘How do I buy that programmatically?’And we think that’s where addressables are going to be going.”
DISH Media now sells ads across not only DISH’s footprint but also Sling’s.
“To us, if you’re looking for auto intenders who are of a certain age and income and geo-target, we have them on both platforms,” says Robertson. “So why not combine that reach to really give a unique solution to the marketplace? And our advertisers really responded well to it.”
Robertson was interviewed by TV[R]EV co-founder Alan Wolk 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.