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Dish Media forms addressable advertising pact with Philo

The partnership is the first involving a third-party programming provider beyond Dish Network and Sling TV

The partnership is the first involving a third-party programming provider beyond Dish Network and Sling TV

The electronic program guide of streaming service Philo. (Graphic by The Desk)
The electronic program guide of streaming service Philo. (Graphic by The Desk)

Dish Media has formed a strategic, advertising-driven partnership with wallet-friendly general entertainment streaming service Philo, the companies announced on Wednesday.

The partnership allows Dish Media clients to purchase addressable advertising inventory against dozens of linear channels and on-demand content available on Philo, the companies said.

It marks the first time Dish Media clients have had access to addressable advertising inventory beyond Dish’s own satellite and Sling TV streaming service, a spokesperson said on Wednesday.

“As the TV buying landscape becomes more impression-based, Dish Media is at the forefront of delivering advanced technologies, processes and first to market solutions in the targeted addressable space, providing the industry with greater ease, scale and optionality,” a spokesperson affirmed in a statement.

“With this partnership, advertisers not only gain access to a bigger addressable audience, but also receive the same detailed reporting to prove ROI [return on investment] backed by third-party measurement and attribution partners.”

“We are particularly proud to be the partner of choice for Philo. It serves as a testament to the strength of our relationships, our leadership in innovation and the power of our monetization engine,” David Antonelli, the President of Media Sales at Dish Media, said on Wednesday. “Our willingness to drive mutually beneficial partnerships in an increasingly fragmented landscape has allowed us to now scale our addressable footprint by more than 1 million households, offering advertisers the  opportunity to connect with Philo’s diverse and engaged audience.”

Philo offers more than 70 linear content channels, most of which come from its four investor-owners — Warner Bros Discovery (WBD), A+E Networks, AMC Networks and Paramount Global. The service also offers tens of thousands of hours of on-demand TV shows and movies, along with dozens of free, ad-supported streaming channels, all of which are available to customers starting at $25 per month.

The Philo app is widely distributed on connected platforms, including smart TVs, phones and tablets. One Philo subscription includes the ability to create 10 user profiles, each of which include a robust cloud-based digital video recorder (DVR) feature that stores programs for at least one year after they air on television.

Dish Media said Philo’s audience overlaps with that of Dish and Sling TV by around 3 percent, which ensures “advertisers can effectively reach a distinct set of viewers.” More than 51 percent of Philo subscribers fall within the 18- to 44-year-old demographic, the company said.

“We realize advertisers understand the value of addressable advertising and want to simplify their experience in reaching our audience,” Reed Barker, Philo’s head of advertising, said on Wednesday. “Partnering with Dish Media, allows us to connect with advertisers through channels they value and are already investing in.”

Dish Media advertising clients can begin purchasing addressable inventory from Philo as soon as today.

Editor’s note: An earlier version of this story used an erroneous name for Philo’s head of advertising. He is Reed Barker, not Reed Baxter.

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About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 10 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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