Loading...
Loading...
DISH
and NCC Media today announced the
formation of a groundbreaking partnership that expands upon the cable
industry's collaborative I+ initiative which links cable, satellite and telco
companies' ad inventory. The agreement will combine ad impressions in over 3
million additional DISH subscriber homes with those of NCC owners Comcast, Cox
and Time Warner Cable in 25 of the largest US markets, delivering tremendous
advantages to advertisers - greater local reach and penetration against
targeted consumers in the best programming on television.
The arrangement crowns a decade- long effort by NCC and its owners to
consolidate the advertising reach of all US MVPD's, brings DISH to the local
advertising market for the first time and creates a golden opportunity for
MVPD's to grow ad revenues together. DISH's newly developed targeted ad system
will be integrated with existing local market cable advertising platforms,
called 'interconnects', greatly increasing an ad campaign's coverage. The
platform is available to advertisers via NCC's sales force in 16 offices
across the country, and to local marketers via the local interconnect sales
teams of Comcast, Cox and Time Warner Cable.
"This partnership with NCC Media is an exciting new chapter, leveraging DISH's
market-leading technology for delivering targeted television advertising,"
says Warren Schlichting, Senior Vice President, Ad Sales at DISH. "By gaining
access to the country's third largest pay-TV provider's customers, local and
national spot TV advertisers can now speak with millions of consumers who were
simply not accessible before."
DISH's addressable technology enables zone-targeted ads to be stored within
DVR enabled set top boxes, allowing for the insertion of ads in local breaks
across multiple cable networks. The DISH component of the existing I+ platform
will be operational in late 2013.
Loading...
Loading...
© 2024 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
Benzinga simplifies the market for smarter investing
Trade confidently with insights and alerts from analyst ratings, free reports and breaking news that affects the stocks you care about.
Join Now: Free!
Already a member?Sign in