Dan Gallagher, an executive at Denver digital agency Booyah, says client Dish Network has been able to use an element of TV Everywhere to chip away at competitor DirecTV's advantage with NFL progrmamming. Dish for years had been known as the satellite operator appealing because of its low price, DirecTV for its sports content, notably "NFL Sunday Ticket."
And DirecTV was making hay with its sports branding. But Dish now offers a Dish Anywhere viewing product out of the home powered by Sling technology that works with the Hopper DVR that can allow a Denver Broncos fan to watch games on-the-go.
In genral, Dish's strategy has been to reorient itself in the market as more of a tech-focused brand, rather than cost-oriented one.
“Nobody loves their provider,” Gallagher said. But they love their entertainment, whether sports, music, etc.
To gain insight into whether Dish's new positioning is working, Gallagher said data-driven marketing by his agency has involved data append with second-party data, matched with Dish's customer base and with data from an events-based provider.
Results have helped alter marketing to with display advertising and via expanding search terms.