15 JAN 2021

VIACOMCBS, DISH MEDIA LAUNCHES NATIONAL ADDRESSABLE AD CAMPAIGN

The companies tested the method through a partnership with ad tech firm Adcuratio, delivering the first-ever addressable impressions on the CBS broadcast network.

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ViacomCBS and Dish Media announced its partnership with ad tech firm Adcuratio, through which they have delivered the first-ever addressable impressions on the CBS broadcast network. “Implementing national broadcast enablement is a first for the industry, and a critical achievement in continuing to drive scale for addressable TV advertising,” Tim Myers, Dish Media GM of strategy and products, said.

Addressable ad replacement were impllemented through a live campaign across Dish's 9 million household footprint in select CBS-owned-and-operated markets. Addressable advertising refers to the ability to target and deliver messages down to a household level. “For its part, Adcuratio said it was excited to be leading the enablement of US-wide addressable advertising which it said would allow broader and faster ecosystem interconnectivity,” Myers said.

The event is referred to as an innovative technological advancement as it serves as the first time broadcast inventory has been enabled within a live national broadcast via a multichannel video programming distributor set-top box.  Adcuratio fueled the activation with its signaling solution, developed in partnership with the conglomerates. “This breakthrough allows ViacomCBS to deliver the most powerful solution for our advertisers by combining the reach of national broadcast with the targeted relevance of household addressable,” noted Mike Dean, senior vice president of advanced advertising at ViacomCBS. 

 This enables broadcast addressability across MVPD households that integrates with programmer and distributor infrastructure and signaling processes. “While cable networks have been addressable for years, the addressable national broadcast has remained technically unreachable until now, making this a tremendous milestone for the industry and the future of television," Dean said.

 

Implementing national broadcast enablement is a first for the industry, and a critical achievement in continuing to drive scale for addressable TV advertising.” Tim Myers GM, Strategy and Products, Dish Media