DIRECTV, DISH combine addressable ad platform


DirecTVThe satcasters have combined sales efforts for addressable advertising allowing statewide political campaigns to target TV ads at the household level. The mutual technology delivers a customized audience for statewide races and issue-based campaigns.

The strategic relationship will allow participating statewide political campaigns to target their TV ads at the household level within 20+ million DIRECTV and DISH homes. They expect sales to begin in the coming weeks.

The DIRECTV-DISH arrangement will focus on political TV ads only, while the companies’ other media sales efforts will continue to operate independently.

“The DIRECTV/DISH addressable advertising platform utilizes highly sophisticated and targeted technology that will allow political campaigns to specifically reach swing voters with TV ads. Campaigns can focus their message to a precise set of potential voters and eliminate the spending waste,” said Keith Kazerman, SVP of ad sales, DIRECTV. “The platform not only uniquely monetizes big data, which has become critical to every political campaign, but it does it at scale. It’s the perfect complement to local DMA cable buys and a fiscally compelling alternative to local broadcast.”

“Individually, DISH and DIRECTV have pioneered household-addressable advertising across a national footprint for more than two years,” said Warren Schlichting, SVP/DISH media sales. “As campaigns utilize more and more data, household-addressable advertising introduces a powerful tool to deliver a tailored message to a precise and measurable audience. Together, DISH and DIRECTV reach nearly one out of every five U.S. television households and usher TV into the modern political age.”

RBR-TVBR observation: It’s getting more common for MVPDs to share not only sales teams, but technological resources. It’s very competitive out there and by offering media buyers/planners a larger net to reach targeted demos with one-stop shopping, it saves them time and effort.