DirecTV Tees Up ‘Everywhere’ Ads

As TV Everywhere slowly builds momentum, DirecTV is now looking at the next chapter: How to maximize ad revenue from multiplatform video content.

The satellite operator plans to launch a digital video ad-insertion solution, developed with FreeWheel, toward the end of 2013. DirecTV also has taken an equity ownership stake in FreeWheel; terms of the investment were not disclosed.

With the FreeWheel-based system, DirecTV will be able to let programming partners and advertisers deliver ads for mobile and Web platforms. The operator itself also will sell ads for TV Everywhere content.

At some point, the system could deliver targeted ads based on demographic data, according to the companies.

Consumer awareness of TV Everywhere is still low today, content availability is sometimes spotty — and Nielsen can’t currently measure TVE views on tablets and other devices. But with better advertising capabilities, programmers will be more willing to jump into TVE with both feet, DirecTV senior vice president of digital entertainment products Tony Goncalves said.

“The buzz is about, ‘Why isn’t TV Everywhere everywhere?’ ” he said. “Being able to offer our programming partners seamless digital advertising will help us secure top content and provide our customers with the most robust ‘everywhere’ product available.”

DirecTV hasn’t identified programmers it is working with on the initiative. Currently, the DirecTV Everywhere line-up includes on-demand content from 36 net works, including those from A+E Networks, Scripps Networks Interactive, Viacom Media Networks, HBO, Showtime Networks and Starz Entertainment.

FreeWheel’s clients represent more than 70% of channels in the standard pay TV lineup, according to the New York-based company. They include ESPN, Fox, NBCUniversal and Turner Broadcasting System.