John Quinn, GM, National and Addressable Sales at DISH Media Sales spells out the benefits of addressable advertising. Ultimately it’s about timing and relevance: being able to put the right message in front of the right consumer, having access to more specific targeting that goes beyond the traditional Nielsen demographics and lastly, measurement and ROI reporting. It’s incredibly powerful to know you are delivering the right message to the right consumer; however, being able to see how that consumer is responding to that message is even more powerful.
What’s the next step in bridging the gap between television and digital? Delivering addressable across all platforms.