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.
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