DirecTV's Addressable Ad System Can Store Up to 1 Hour of Spots Per DVR

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Here’s an interesting detail from DirecTV’s forthcoming addressable-advertising launch, slated for a fall 2011 debut: The system will be able to store up to 120 30-second spots on each individual DVR — and can refresh those daily.

That’s according to DirecTV senior VP of ad sales Bob Riordan. He also said each box can store different copies of individual ads depending on demographics associated with the subscriber’s household.

I checked in with Riordan to get an update on the project, after SMG execs Tracey Scheppach and John Muszynski — at the Multichannel News/B&C Advanced Advertising 3.0 event this week — touted their partnership with DirecTV to deliver addressable ads in the satellite operator’s local ad inventory to some 10 million subs (see DirecTV Enlists SMG To Sell Addressable Ads For 10 Million Subs and Advanced Advertising 3.0: SMGx Execs Eye 100% Addressable Universe By Decade’s End). The ads will run on 25 “top-rated cable networks,” which the satellite op hasn’t identified yet.

For DirecTV, being able to finally deliver local ads is a huge benefit of the addressable-advertising system, supplied by Invidi Technologies — to the tune of upward of $400 million, according to CEO Mike White (see DirecTV Eyes Local Ads on 50 Channels in 50 Cities).

But the system also affords DirecTV the ability to deliver ads to the household level “based on the attributes which are designated by the advertiser,” Riordan said.

Without prompting, Riordan pointed out that DirecTV has taken careful steps to address privacy: “We will not track, aggregate or report on viewing habits. All personal identifiable information will be anonymous and scrubbed by a trusted third party.”

The name Invidi, by the way, is supposed to mean “not to see,” meaning the software never knows the identity of viewers — only their demographic profiles in an anonymous, aggregated fashion. The New York-based technology firm has raised more than $100 million from investors including Verizon, EchoStar, WPP, Google, Verizon, Experian, Motorola and NBC.

In the cable space, Cablevision Systems has fully deployed an addressable-advertising system with Visible World to its 2.9 million digital subscribers (see Advanced Ads: Message Muscle).

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