Today Sling TV announced that it has partnered with comScore to offer cross-platform addressable advertising measurement for campaigns that join the live OTT service’s impressions and DISH set-top box impressions. This will give Sling TV a leg up on the competition by allowing advertisers to see the campaign’s performance across the OTT service’s connected TV, mobile and desktop impressions, as well as linear TV impressions on DISH.
“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.”
“Addressable advertising for television content is projected to grow 66 percent this year to $1.3 billion in media spend**,” said Cathy Hetzel, comScore executive vice president. “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.”
For the end user, this may not seem like a big win. Yet one of the ways Sling TV has kept their costs down when other services have raised them is Slings ability to sell ad spots inside Sling TV. These ad sales keep the cost of the service low for the end user. This new deal with comScore will hopefully help Sling TV improve their ad sales and keep the cost of Sling TV low.
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