Sling TV has been an innovator in live TV since it launched just over two years ago. Now Sling TV wants to continue to redefine the way ads are reaching viewers with “addressable advertising.”
Traditionally ads are sold against shows in the hopes that an audience that the ad company wants will see the ads. This often meant viewers would see ads that they had absolutely no interest in. Now Sling TV is once again working to make sure the ads you see will be of interest to you.
With the fact that Sling TV is streaming live TV rather than using traditional cable or satellite, it can sell ads more like websites do. That means you are much more likely to see ads that interest you.
“The two biggest sweet spots that [Dish Network] specializes in are addressable—which has been a hockey-stick business for us the past six, seven years—and programmatic,” said Adam Lowy, director of advanced TV and digital sales for Dish Media Sales and Sling TV. “We can also do this in the digital space with Sling TV.”
So why is this a good thing for cord cutters?
Beyond the fact that you can watch ads you enjoy rather than sitting through ads you could care less about, addressable advertising helps keep Sling TV inexpensive.
By selling ads directly against events such as March Madness and directly targeting viewers, companies like Sling TV can bring in higher ad revenue and take the pressure off of raising rates on consumers.
Sling TV is not alone in this effort. Other services such as DIRECTV NOW and Hulu are also working on this ad model. Hopefully this new way of selling ads will help keep the cost of these services low.
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