Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.

1. Real-time buying
for real-time events:
Leveraging Programmatic TV for Live Events

2. Investing in CTV is the key to Incremental Growth
● Large array of premium DAI networks
● Unduped audience from linear
● 1:1 impression targeting and delivery
● Easy, real-time programmatic buying

3. Be Memorable
The Opportunity of Live Events:
● Buy events that are buzzworthy
● Highly engaged, leaned in audience
● Higher demand period with 3x-5x the amount of avails per hour
● 74% of marketers report buying CTV ads in conjunction with live events is
more cost-effective and impactful
● 65% of adults 18-34 turn to streaming for live sports
Source: “The Future of TV Report: Connected TV and linear TV move closer together,” The Trade Desk report, June 2021

4. Building impact for every budget
Small-But-Mighty Buyer Big-Name Buyer
● Lower cost point of entry
● Massive scale with large
viewerships
● Extension of linear campaign to
maximize wide reach with strong
audience

5. Programmatic
Contextual
Enjoy real-time access to live
sporting events and premium
programming with contextual
auctions.
Programmatic
Addressable
Get access to custom
targeted segments in real-
time with addressable
auctions.
Follow the consumer’s journey with
customizable targeting.

6. How to get started?
● Determine your audience based on your goals & how you want to target
● Decide which sport/event best suits your campaign
● Work with your publisher partner to nail down optimal campaign parameters
and deal type
● Be flexible with your budget
● For larger campaigns- leverage DSP tools to determine:
○ What works or hasn’t worked in the past
○ Adjust your bid if necessary
○ Adapt to what the data says

7. Common Pitfalls
● Don’t pick a team or a night, create a holistic strategy around the larger event run
○ Not a game, a season
○ Not single award show, red carpet season coverage
● Don’t be rigid in your expectations
○ Make sure the campaign supports your larger strategy
○ Viewership fluctuates so be ready for the peaks and valleys

8. Why programmatic should be your
next investment.
Easy entry into
marketplace
Flexible spend
options without
sacrificing scale
No IOs or spend
commitments
DSP agnostic

9. Make a real impression.
Learn more at
media.dish.com
Thank You.
Andrew Tint
Head of Programmatic Partnerships
andrew.tint@sling.com