Dish launches addressable advertising specific to Spanish-language networks

By Jim O'Neill on May 17 2016 at 6:15 AM
Dish launches addressable advertising specific to Spanish-language networks

Advertisers will be able to target their ads on eight Latino networks to specific households using anonymized secondary demographic data on Dish Network and Sling TV.

Dish – which said more than two million of its households watched a Latino network over the past three months -- said household-addressable advertising allows advertisers to deliver a targeted ad to a household utilizing anonymized data such as age, location and other consumer characteristics. The technology delivers a video ad to a DVR similar to a postcard ad being delivered to a mailbox. The ad plays in a regularly scheduled commercial break on live and recorded content to a household that has been anonymously matched to an advertiser’s desired audience.

Dish's Latino networks include: beIN SPORTS, Discovery en Español, ESPN Deportes, FOX Deportes, Galavisión, Telemundo, Telemundo West and Univision Deportes.

“We’re offering brands the opportunity to have a meaningful, in-language conversation with the largest Latino bilingual customer base in pay-TV,” said Adam Gaynor, vice president of Dish Media Sales. “Delivering relevant messages improves the viewing experience for our customers and the bottom line for advertisers. Brands can now purposefully connect in Spanish with a powerful and growing consumer group.”

Hispanics are responsible for more than 60 percent of the total U.S. population growth over the past five years and Latino buying power is expected to reach $1.7 trillion in 2019.

Dish introduced household-addressable advertising in 2012; the company said it now reaches more than 8 million of its approximately 14 million homes nationwide.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

READ THESE NEXT

It’s RIP for SSPs: here’s why
Programmatic, Ad Technology
It’s RIP for SSPs: here’s why
Oct 13 2016 11:15 AM

This post originally appeared in Exchangewire

Programmatic video ad trading revenue forecast to near $11B by 2018
Programmatic, Ad Technology
Programmatic video ad trading revenue forecast to near $11B by 2018
Oct 05 2016 1:15 PM

Sixty percent of U.S. digital video ad spending likely will occur through programmatic channels this year, an increase of nearly 54% from a year ago, but that number could be significantly larger if more video ad inventory was available.

Viewers like AVOD… if the (advertising) price is right
Ad Technology, VOD, OTT
Viewers like AVOD… if the (advertising) price is right
Sep 30 2016 11:00 AM

We may all believe that there’s no such thing as a free lunch, but consumers don’t appear to be quite willing to give up on the notion.

Programmatic ad revenue seen doubling in APAC’s top markets
Programmatic, Ad Technology
Programmatic ad revenue seen doubling in APAC’s top markets
Sep 19 2016 8:45 AM

Indonesia and Malaysia are among the leaders when it comes to programmatic ad spending growth in the Asia Pacific region, and a new study says APAC’s six largest markets are expected to see a surge in spending over the next several years.