DirecTV Promises Addressable National TV Advertising12/20/2010 9:02 AM Eastern
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.