VIDWeek: Addressable, Programmatic Ads Drive Sling Sales - Multichannel

VIDWeek: Addressable, Programmatic Ads Drive Sling Sales

Sales leader Adam Lowy says ad demand for OTT platforms is high
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New York — Less than three years since launch, Sling TV is seeing a boost in sales thanks to a multi-platform strategy centered around addressable and programmatic advertising, according to Adam Lowy, Dish Media Sales director of advanced TV & digital sales.

“Even in June demand is high, and in TV you don’t usually see that,” Lowy said Tuesday at the Programmatic Summit in New York. “The calls we are getting now are from spenders.”

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In a keynote presentation, Lowy said Dish-owned Sling’s sales strategy, leveraging targeted and programmatic advances, has drawn advertisers keen on reaching particular segments of the “young, tech-savvy and socially active audience” that gravitates to a streaming service like Sling.

He said Sling offers audiences based not just on demographics but factors such as whether they watch Sling on a linear TV or smartphone, or prefer Roku over Apple TV. That, he said, has been a boon to advertisers – and something keen to Sling’s success with advertisers, as the streaming service has cross-country reach, versus DISH’s satellite service, which serves a big rural population.

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