SAN JUAN — The day is dawning when advertisers will be able to reach individual TV viewers using a mixture of data, connected devices and customized creative.
Already, around 70 million US homes are reckoned to have this kind of “addressable” capability.
But getting this won’t happen overnight. In this video interview with Beet.TV, DISH Media director of ad sales Jim D’Antoni explains how his company is helping to increase ad buyers’ understanding.
“There’s a lot of people who are using data-driven linear, for instance, who think they’re using addressable,” he says. “And that, quite frankly, is just not the case. So, the only way to get true one-to-one targeting is through the set-top box, which is through the MVPDs.”
DISH has its own addressable TV ad offering, and earlier this year DISH’s Sling announced a deal with comScore to offer combined ad sales across set-top box TV and OTT TV.
As he does so, D’Antoni says he needs to provide “ongoing education”.
“We spend probably 50 percent of our time, at least, talking to planners and talking to client direct individuals and decision makers,” he adds. “You educate once or twice, and they think they have it. And then the tide recedes, and maybe 60 percent sticks.
“And then you just go back and you try to reeducate. So it’s an ongoing process. But we’re making progress. We really are.”
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.
