DirecTV Eyes Addressable Ads

Starcom MediaVest Group (www.smvgroup.com) and DirecTV (www.directv.com) have an agreement in principle for SMG to assist DirecTV in delivering scaled, household-addressable advertising to customer households with DVRs. The consulting segment of the relationship...

Starcom MediaVest Group (www.smvgroup.com) and DirecTV (www.directv.com) have an agreement in principle for SMG to assist DirecTV in delivering scaled, household-addressable advertising to customer households with DVRs. The consulting segment of the relationship begins immediately, with the addressable ad technology set to begin testing in 2011.

The deal, touted as the first of its kind on a national level, will allow SMG to be the first agency network to provide its clients with the ability to address highly relevant advertising messages, including the right to be the first to identify the audiences that best fit their clients' needs for addressability. The agency will also serve as an advisor to DirecTV to help enhance and refine the service.
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