Dish, GroupM Tout National Addressable-Ad Trials

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Dish Network and WPP's GroupM said they have delivered household-addressable advertising nationally in trials with 12 major advertisers -- for the first time in the TV industry -- to more than 7 million of the satellite operator's DVR subscribers since October 2011.

Regionally, in the New York metro area, Cablevision Systems started delivering targeted advertising, also in partnership with GroupM as well as technology vendor Visible World, in late 2010. DirecTV, meanwhile, is gearing up to launch national household-addressable ads in the fourth quarter with Starcom MediaVest Group.

Dish and GroupM did not disclose which advertisers it has worked with. The 12 brands represent categories including children's products, consumer packaged goods, snack foods, financial services and political campaigns, according to Warren Schlichting, senior vice president of Dish Media Sales. Dish has run household-addressable ads across 63 cable networks.

"We're ready to grow that relationship with a successful product and proven results," he said.

"These trial campaigns with Dish demonstrate our ability to identify a specific target audience and deliver to them a relevant message, thus reducing unwanted impressions," Michael Bologna, GroupM managing partner and director of emerging communications, said in a statement. "Household-addressable advertising in a television universe, long considered a ‘holy grail,' is finally starting to become a practical reality."

Both Dish and DirecTV are using the addressable-advertising system developed by New York-based Invidi Technologies. With Invidi's system, targeted TV spots -- sold in the local inventory available to the operators on cable networks -- are delivered via satellite to subscribers' DVRs. The Invidi software then determines based on various factors which ad to serve in a given time slot.

"This is a game-changer for Dish, advertisers and marketers," Schlichting said. "The GroupM campaigns have proven that our addressable product affords more control and efficiency to advertisers. We see an improved viewer experience with the delivery of more relevant ads, and marketers benefit by putting their product in front of a more receptive audience."

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