January 4, 2018
Sling TV and comScore Jan. 4 announced a partnership to offer advertising measurement joining the live OTT service’s and DISH set-top box impressions.
As the inaugural user of the new service, Sling TV brings comScore verified addressable TV impressions and OTT impressions together, giving Sling TV advertisers a fluid view of their campaign’s performance across the OTT service’s connected TV, mobile and desktop impressions, as well as linear TV impressions on DISH, according to comScore.
DISH Media Sales, which oversees ad sales for DISH and Sling TV, first introduced addressable advertising on its satellite TV platform in 2012 and opened cross-platform addressable advertising across both platforms earlier this fall. Cross-platform advertising enables brands to reach DISH and Sling TV viewers with a single buy. Ads are delivered during live and VOD content across any device while the viewer watches TV. With the introduction of comScore’s new service, advertisers can now validate the performance of these campaigns with addressable advertising metrics across platforms, using consistent third-party measurement.
“Bringing Sling TV’s impressions into the measurement fold gives advertisers an apples-to-apples view of their campaign across platform, device and even alongside traditional TV,” said Adam Lowy, head of Sling TV advertising sales. “We’ve partnered with comScore to offer advertisers a single, trusted metric to validate their campaigns and bridge these targeted, addressable TV impressions, regardless of where they run.”
Linear TV addressable advertising measurement from comScore has been used by major agencies and brands for more than five years, but this new offering extends measurement of campaign delivery to multiple platforms.
“Addressable advertising for television content is projected to grow 66 percent this year to $1.3 billion in media spend,” said Cathy Hetzel, comScore EVP in a statement. “As more addressable TV inventory becomes available in OTT, there’s a growing desire among advertisers to take advantage of the premium quality of television with the benefits of greater addressability. At the same time, it’s important that this inventory can be valued alongside traditional linear formats with consistent independent measurement.”