DirecTV Promises Addressable National TV Advertising

By Jon Lafayette
( Broadcasting & Cable )
published

DirecTV announced it has made a deal with a major media
buying agency that could eventually deliver $10 million worth of selected
commercials to individual homes with DVRs using addressable advertising
technology.

Procter & Gamble, Coca-Cola, General Motors and other clients of Starcom
MediaVest Group might be able to ensure that relevant ads show up on the TV
screens of appropriate customers using the system, which will be tested in
2011.

DirecTV says once the testing is complete, it will deploy this addressable
advertising capability in about 10 million DVRs with 25 of the top-rated cable
networks.

Overall, DirecTV has 19 million customers in the U.S.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.