Sling TV, comScore team for cross-platform addressable ad measurement | Ratings/Measurement | News | Rapid TV News
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comScoreSling 5Jan2018In a move it says makes it the first company to offer services that measure addressable television impressions across all platforms, including over-the-top (OTT), TV measurement firm comScore has entered a partnership partnering with Sling TV.

comScore's linear TV addressable advertising measurement has been used by major agencies and brands for more than five years. This new offering extends measurement of addressable campaign delivery to multiple platforms.

With the introduction of the new service, comScore claims that advertisers can now validate the performance of these campaigns with addressable advertising metrics across platforms, using consistent third-party measurement. The company adds that cross-platform advertising will enable brands to reach DISH and Sling TV viewers in a premium, brand-safe environment with a single buy. Using anonymised data, ads will be delivered during live and video-on-demand (VOD) content with what comScore calls ‘pinpoint’ accuracy across any device, while the viewer watches TV.

“Addressable advertising for television content is projected to grow 66% this year to $1.3 billion in media spend**,” commented comScore executive vice president Cathy Hetzel. “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.”

As the inaugural user of the new service, the leading skinny bundle provider will bring comScore verified addressable DISH set-top box impressions and OTT impressions together. This gives 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 those from linear TV.

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 in September 2017.

“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.”