DISH Media Sales Puts Volvo Cars Behind the Wheel of First Cross-Platform Addressable Ad Campaign
September 13 2017 - 9:02AM
Business Wire
- 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
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.
Learn more about cross-platform addressable advertising with
DISH Media Sales.
About DISH Media Sales
DISH Media Sales provides advertising sales for leading pay-TV
provider DISH Network L.L.C. and its over-the-top television
service Sling TV. Through innovative platforms like addressable and
programmatic, viewer measurement tools and access to custom
audiences on DISH and Sling TV, advertisers are equipped to employ
strategically positioned, demographically targeted buys that
enhance their national media campaigns.
Visit www.dishmediasales.com.
About DISH
DISH Network Corp. (NASDAQ:DISH), through its subsidiaries,
provides approximately 13.528 million pay-TV subscribers, as of
March 31, 2017, with the highest-quality programming and technology
with the most choices at the best value. DISH offers a high
definition line-up with more than 200 national HD channels, the
most international channels and award-winning HD and DVR
technology. DISH Network Corporation is a Fortune 200 company.
Visit www.dish.com.
Subscribe to DISH email alerts:
http://about.dish.com/alertsFollow @DISHNews on Twitter:
http://www.twitter.com/DISHNews
About Volvo
Volvo Car USA, LLC, (www.volvocars.com/us) is a
subsidiary of Volvo Car Group of Gothenburg, Sweden. VCUSA
provides marketing, sales, parts, service, technology and training
support to Volvo automobile retailers in the United States. For
more information please refer to the VCUSA media website at:
http://www.media.volvocars.com/us.
About Mindshare
Mindshare is a global media agency network with billings in
excess of US$34.5 billion (source: RECMA). The network consists of
more than 7,000 employees, in 116 offices across 86 countries
spread throughout North America, Latin America, Europe, Middle
East, Africa and Asia Pacific. Each office is dedicated to forging
competitive marketing advantage for businesses and their brands
based on the values of speed, teamwork and provocation. Mindshare
is part of GroupM, which oversees the media investment management
sector for WPP, the world's leading communications services
group. Visit us at Mindshareusa.com or MindshareInTheLoop.com
and follow us on Twitter @Mindshare_NA and
facebook.com/MindshareNA.
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version on businesswire.com: http://www.businesswire.com/news/home/20170913005475/en/
DISH Media SalesCourtney Culpepper,
303-723-1861courtney.culpepper@dish.com@DISHNews
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