DISH Media enables Volvo to target ads across both DISH and Sling TV

Wednesday, September 13th, 2017
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DISH Media Sales Puts Volvo Cars Behind the Wheel of First Cross-Platform Addressable Ad Campaign

  • Volvo Cars partners with Mindshare North America to unite DISH and Sling TV audiences
  • DISH enables Volvo Cars to target two distinct audiences through a single buying process

NEW YORK — DISH Media Sales today announced its first cross-platform addressable ad campaign, which enabled Volvo Cars to target TV viewers across DISH and Sling TV with a single buy. The milestone campaign, executed through global media agency Mindshare NA, allowed Volvo Cars to reach four segments of luxury car enthusiasts across both platforms.

Volvo Cars’ nine-week campaign deployed four ad creatives designed to capture market share within the luxury car category, as well as influence those looking to upgrade.

“As the definition of TV changes, we’re focused on smarter targeting that drives Volvo Cars’ message directly to our audience anywhere on any device,” said Kevin Corcoran, marketing communications manager for Volvo Cars. “Uniting DISH and Sling TV’s unique audiences allows us to zero in on our ‘in-market’ customer regardless of network, device and even platform.”

Cross-platform campaigns reach DISH and Sling TV viewers in a premium, brand-safe environment. Using anonymized data, ads are delivered with pinpoint accuracy across any device while the viewer watches TV. Brands can track campaign performance across DISH and Sling TV, determining their return on investment by tying it directly back to aggregated and anonymized key performance indicators, including sales match.

“We’ve joined two distinct TV footprints and consolidated the buying, targeting and measurement process for advertisers looking to capture that premium TV viewer anytime, anywhere,” said Brian Norris, vice president of DISH Media Sales. “Today, consumers watch live TV wherever they are, whether it’s from their living room couch or their morning commute.”

DISH Media Sales and GroupM, parent company of Mindshare NA, are pioneers in the addressable advertising space. The two companies continue to push the industry forward since their groundbreaking partnership that made DISH the first TV provider to deliver household-addressable ads to a national footprint.