DirecTV is still in the testing phase with household-addressable advertising, aiming for a commercial launch in the fourth quarter of 2012 -- putting the project at least a year behind schedule.
In December 2010, DirecTV said it expected to deploy the addressable-ad system in the second half of 2011 across 25 of the top-rated cable networks to its nearly 10 million DVR customers. The satellite operator also announced a deal with Starcom MediaVest Group, under which the ad agency committed to spend up to $20 million on addressable advertising on behalf of clients with DirecTV in 2011.
At this point, DirecTV is working with SMG on the test, and the companies expect Q4 will "be a full marketplace launch," DirecTV spokeswoman Cara Brugnoli said.
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DirecTV did implement addressable technology in the fourth quarter of 2011 and began running local advertising across 25 networks in 25 markets, according to Brugnoli. NCC Media, ad-sales company owned by Comcast, Time Warner Cable and Cox Communications, is selling the local inventory as DirecTV's representative. "This inventory is traditional local advertising -- day, date and time," Brugnoli said. "This was a business decision allowing DirecTV to get into the local marketplace."
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