lead to performance media. This means
more brand advertisers are developing
a cross-channel media mix for their
strategically balanced “brand response”
As a DRTV and brand response content creator, we need to craft our product
offerings and creative approach around
the latest lifestyle trends, putting “context”
in our messaging to immediately break
through. And we must use advanced
electronic applications to identify analytics that predict those needs as they arise.
We are surrounded by social media and
technology, which has led to instant communications and entertainment. Thus,
mobile devices will become even more
important in our daily routine and culture
as they offer smarter, faster, and more intuitive information, directly influencing the
consumer at the point of purchase.
Q: What are ShadowBox’s plans for the
next three to five years?
Young: We are building toward using
technology as a solution-based problem
solver for both creative development
and execution, as well as expanding our
range of services. We have begun working with virtual reality (VR) and AR and
will be well poised to see how these new
technologies — along with other exciting
breakthroughs — can be utilized to support a DRTV/brand response campaign.
NEW YORK — comScore and
DISH’s Sling TV say their new
partnership to offer cross-platform
addressable advertising measurement will let advertisers see their
campaigns’ performance on connected TV, mobile, and desktop
impressions, as well as linear TV
comScore, which claims to be
the first company to offer measurement of addressable TV impressions
across all platforms, including
over-the-top (OTT), says its linear
TV addressable advertising measurement has been used by major
agencies and brands for more than
five years. And it says this new
offering will operate similarly but
extends measurement of addressable campaign delivery to multiple
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.
DISH says cross-platform adver-
tising lets brands reach DISH and
Sling TV viewers in a “premium,
brand-safe” environment with a
single buy. The ads are delivered
during live and video-on-demand
Adam Lowy, head of ad sales at
Sling TV, says advertisers now get
“an apples-to-apples” view of their
campaigns across platform, device,
and even alongside traditional TV.
Lowy adds that comScore’s measurement will boost the potential
reach for addressable campaigns
and bring new business to the addressable marketplace.
Sling TV hasn’t said how much
addressable business it has conducted but did say DISH Network has
executed more than 1,000 addressable campaigns.
comScore predicts addressable
advertising on TV will grow 66 percent this year to $1.3 billion.
Cathy Hetzel, comScore executive vice president, adds that 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.”
Sling TV, comScore Offer Cross-
Platform Addressable Ad Measurement
BY DOUG MCPHERSON