Last week, Dish Media Sales announced that it would be letting out addressable advertising inventory on eight Latino networks. These are all part of the standard Dish pay-TV service. The company’s addressable advertising the option for advertisers to orient their message for specific households through the use of anonymized secondary demographic data.
Vice president of Dish Media Sales Adam Gaynor said in a statement, “We’re offering brands the opportunity to have a meaningful, in-language conversation with the largest Latino bilingual customer base in pay-TV”. He also added that relevant messages would be delivered to improve viewing experience for customers as well as the bottom line for advertisers.
At present, advertisers send targeted ads to households after assessing data such as age, location, and other characteristics. The ads delivered to the DVR work the same way as a postcard ad is sent to a mailbox. Ads sent in this way would play during scheduled commercial breaks between live and recorded content, if the household matches the desired audience the advertiser is targeting.
Dish is currently the bilingual market leader in programming packages for English and Spanish programming. Also, data shows that Hispanic households have 17% more chance to subscribe to satellite TV than the average U.S. household. With a growing consumer group in the Latino community, Dish Network has gained 2 million viewers in the past three months. This means that the service provider has a good avenue to target with consumers in Spanish.
Latino buying power has been forecasted to reach $1.7 trillion in 2019, according to the Selig Center for Economic Growth. Dish Media Sales brought in household addressable ads in 2012, and this currently gets to over 8 million homes around the country. Expanding the inventory has brought up advertising about 100 networks. Following are the eight Latino networks which are part of the expansion:
- beIN SPORTS
- Discovery en Español
- ESPN Deportes
- FOX Deportes
- Telemundo West
- Univision Deportes
Dish, along with its subsidiaries services, has around 13.874 million subscribers, as seen by March 31, 2016. It offers high quality video content line-up including over 200 national HD channels, international channels, and acclaimed DVR and HD technology.