Horizontal pulling exercises such as bent-over rows, dumbbell rows, seated rows, and machine rows mainly train the action of shoulder extension.
However, to strengthen horizontal shoulder abduction you need to add exercises like wide-grip rows, face pulls, dumbbell rear-delt flyes, or machine rear-delt flyes. The single-arm rear delt flye, shown in the video, also fits the bill.
Damn it! Another one of those articles that forced us to reevaluate what we're doing in the gym! Regardless, we read this article and were both reminded and inspired to go into the gym and rip out one of the best workouts we've had in a long time.