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Brand of the Week: Dish Network

October 20 2017
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As cord cutting increases amongst generations across the board, cable and media companies face a tough challenge in delivering their services to a target audience. During Q1 of 2017, it is estimated that over 760K consumers cancelled their satellite or cable TV subscriptions. This, in addition to stocks dropping amongst concerns of customers jumping ship and the paying TV category is walking a tough line in finding new users and keeping their current ones.
 
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Dish Network, a satellite service company, foresaw this change and launched the streaming service Sling TV in February of 2015 to offer their own alternative to cord cutters. DirecTV, in addition to other companies within their competitive space, have followed suit in beefing up their service offerings. Here’s a look at how Dish is advertising their offerings online, and how their streaming service’s ad strategy measures up. Is the parent company spending more on Sling TV ads compared to ads of their own?
 

Dish & Amazon, Better Together

As a way of appealing to a market driven by new tech gadgets, Dish partnered with Amazon to offer free Echo Dot devices to all new customers. Allowing for a hands-free TV watching experience, in addition to giving away a new tech and popular tech gadget, the brand is hoping to incentivize viewers to pick Dish over their competitors.
 
The campaign launched in late June and consisted of several of the brand’s top creatives by spend and impressions. All creatives in this promotion were pulled on October 1st when spend for the overall brand dropped off. We can assume that Dish is now gearing up for holiday promotions.

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Sling TV Receives the Largest Ad Budget

It isn’t surprising that Dish Network spends the most online advertising money on its online streaming service. Sling TV, on its own, is a top digital advertising spender, beating out the likes of Microsoft, Samsung, and Procter & Gamble by ad spend across device-types.
 
If you line Dish Network up side-by-side with Sling TV, the streaming service consumes over 90% of the digital ad spend between the two. Clearly, Dish has found value in keeping their online ad spend focused on driving more users to Sling TV. This could be because it offers a first step for consumers to get into their sales funnel - hook them with an easy streaming solution with no contract barriers, and upsell the other services offered by Dish Network as a whole. 
 
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Dish Network vs. DirecTV

DirecTV offers competitive satellite TV services, and has their own streaming service with DirecTV Now - how do the two giant companies compare with their ad spend? Across desktop, mobile, and video, DirecTV (sans DirecTV Now) is outspending Dish Network (sans Sling TV) with 65% of the spend share between the two. If you add in their streaming services, Dish Network takes the cake with nearly 80% of the spend share.
 
Drilling down to only the streaming services, Sling TV is executing a much larger ad budget compared to DirecTV Now. DirecTV Now is focusing the majority of their digital ad budget on Amazon.com buys through Amazon’s ad network. Sling TV is also targeting Amazon, but the site only represents nine percent of their total site spend. Using partners including Google AdX + AdSense, MediaMath, Drawbridge, and Amazon, Sling TV has garnered 2.9B impressions over the last thirty days compared to 840M for DirecTV Now.
 
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See Dish Network's Full Digital Advertising Strategy [Free Report] 

To see exactly how Dish Network. has been spending their digital advertising budget over the last thirty days, including device-type breakout, top sites, and programmatic data, download the latest Brand of the Week report.

Download Dish Network's Digital Ad Strategy

About Author

Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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