DISH Media Sales Puts Volvo Cars Behind the Wheel of First Cross-Platform Addressable Ad Campaign

  • Volvo Cars partners with Mindshare North America to unite DISH and
    Sling TV audiences
  • DISH enables Volvo Cars to target two distinct audiences through a
    single buying process

Media Sales
today announced its first cross-platform addressable ad
campaign, which enabled Volvo Cars to target TV viewers across DISH and
Sling TV with a single buy. The milestone campaign, executed through
global media agency Mindshare
, allowed Volvo Cars to reach four segments of luxury car
enthusiasts across both platforms.

Volvo Cars’ nine-week campaign deployed four ad creatives designed to
capture market share within the luxury car category, as well as
influence those looking to upgrade.

“As the definition of TV changes, we’re focused on smarter targeting
that drives Volvo Cars’ message directly to our audience anywhere on any
device,” said Kevin Corcoran, marketing communications manager for Volvo
Cars. “Uniting DISH and Sling TV’s unique audiences allows us to zero in
on our 'in-market' customer regardless of network, device and even

Cross-platform campaigns reach DISH and Sling TV viewers in a premium,
brand-safe environment. Using anonymized data, ads are delivered with
pinpoint accuracy across any device while the viewer watches TV. Brands
can track campaign performance across DISH and Sling TV, determining
their return on investment by tying it directly back to aggregated and
anonymized key performance indicators, including sales match.

“We’ve joined two distinct TV footprints and consolidated the buying,
targeting and measurement process for advertisers looking to capture
that premium TV viewer anytime, anywhere,” said Brian Norris, vice
president of DISH Media Sales. “Today, consumers watch live TV wherever
they are, whether it’s from their living room couch or their morning

DISH Media Sales and GroupM,
parent company of Mindshare NA, are pioneers in the addressable
advertising space. The two companies continue to push the industry
forward since their groundbreaking partnership that made DISH
the first TV provider to deliver household-addressable ads to a national

about cross-platform addressable advertising with DISH Media

About DISH Media Sales

DISH Media Sales provides advertising sales for leading pay-TV provider
DISH Network L.L.C. and its over-the-top television service Sling TV.
Through innovative platforms like addressable and programmatic, viewer
measurement tools and access to custom audiences on DISH and Sling TV,
advertisers are equipped to employ strategically positioned,
demographically targeted buys that enhance their national media
campaigns. Visit

About DISH

DISH Network Corp. (NASDAQ:DISH), through its subsidiaries, provides
approximately 13.528 million pay-TV subscribers, as of March 31, 2017,
with the highest-quality programming and technology with the most
choices at the best value. DISH offers a high definition line-up with
more than 200 national HD channels, the most international channels and
award-winning HD and DVR technology. DISH Network Corporation is a
Fortune 200 company. Visit

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About Volvo

Volvo Car USA, LLC, (
is a subsidiary of Volvo Car Group of Gothenburg, Sweden. VCUSA provides
marketing, sales, parts, service, technology and training support to
Volvo automobile retailers in the United States. For more information
please refer to the VCUSA media website at:

About Mindshare

Mindshare is a global media agency network with billings in excess of
US$34.5 billion (source: RECMA). The network consists of more than 7,000
employees, in 116 offices across 86 countries spread throughout North
America, Latin America, Europe, Middle East, Africa and Asia Pacific.
Each office is dedicated to forging competitive marketing advantage for
businesses and their brands based on the values of speed, teamwork and
provocation. Mindshare is part of GroupM, which oversees the media
investment management sector for WPP, the world's leading communications
services group. Visit us at
and follow us on Twitter @Mindshare_NA


DISH Media Sales
Courtney Culpepper, 303-723-1861