comScore is partnering with Sling TV, the US skinny bundle provider, to offer cross-platform addressable advertising measurement for campaigns that joins the live OTT service’s impressions and DISH set-top box impressions.
comScore measures addressable television impressions across all platforms, including OTT.
As the inaugural user of this new service, Sling TV brings comScore verified addressable TV 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 linear TV impressions on DISH.
“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.”
“Addressable advertising for television content is projected to grow 66 per cent this year to $1.3 billion in media spend,” said Cathy Hetzel, comScore executive vice president. “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.”