Dish Network To Use Invidi For Addressable Ads
DBS Will Sell Targeted, Household-Specific Advertising Spots
By Linda Moss -- Multichannel News, 11/10/2008 5:18:00 AM
Dish Network will be using Invidi’s Advatar technology to deliver addressable, targeted national and local television advertising, the satellite provider said Monday.
In a deal with Invidi Technologies, Dish Network will be among the first pay-TV providers utilizing Invidi’s system to sell addressable and targeted advertising according to specific household viewer geographic and demographic and other pre-determined viewer metrics.
Many of Dish Network’s advanced receivers support targeted advertising delivery, dynamic commercial insertion, and reporting on broadcast television and national programming networks.
Invidi’s system complies with all privacy laws and the company’s privacy policy, according to Dish Network. Traditional satellite broadcast delivery is currently limited to all homes receiving the same commercials. Dish Network viewers will benefit from this new technology through the increased relevance of the advertisements they receive.
“We are tremendously excited about our new agreement with DISH Network,” Invidi Technologies CEO Dave Downey said in a prepared statement. “The ability to reach Dish Network’s national audience using our technology allows us to offer advertisers the best and most effective message delivery platform in the business.”
In December 2007, GroupM, a WPP company, invested in Inividi Technologies. GroupM intends to support and pioneer the use of this technology with Invidi’s multi-channel video program distributors.
“Dish Network is focused on delivering relevant and measurable ads to the advertising community and continually looks for technological innovation that will deliver advertisers the best possible value,” Dish Network executive vice president Michael Kelly said in a prepared statement. “Dish Network’s national footprint, set top box data and Invidi Advatar technology will provide us with the ability to target any geographic or demographic footprint advertisers are interested in reaching to deliver their message with measurement and accountability.”
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