DirecTV and Chrysler Group join forces in interactive TV ads
DirecTV announced a long-term deal with Chrysler Group to join the new DirecTV Advertising Development Partner Program. This program allows DirecTV to provide clients with a robust interactive advertising and research vehicle that spans across multiple DirecTV product platforms, such as interactive basic set-top receivers, digital video recorders and the DirecTV Media Center. The program will launch in September.
Joining the Partner Program will enable Chrysler Group to collaborate with DirecTV to define ad requirements that will impact both existing and future platforms and technology. As part of the agreement, Chrysler will have the option of customizing its media plan with a wide variety of new media tactics.
Twentieth Television oversees all ad sales on behalf of DirecTV.
As part of the service, DirecTV will perform focus group studies on selected Chrysler Group campaigns, which will help gauge the likelihood of the tactics being successful prior to deployment. In addition, DirecTV will also receive feedback through this analysis, which will aid in its continued ad strategy.
Bob Cesa, EVP/Ad Sales for Twentieth Television, and Bob Riordan, Twentieth Television's SVP/Ad Sales, DirecTV, jointly said, "Twentieth Television is delighted to be allied with Chrysler Group and DirecTV on this initiative. We all share the same vision of the future of advertising. This deal will enable Chrysler Group, DirecTV and Twentieth Television to work together to develop and learn from this new and exciting interactive platform."
The interactive advertising campaigns will be deployed on interactive basic set-top boxes, the new DirecTV DVR, and additional platforms as they become available.
PHD Detroit, the media and planning agency for The Chrysler Group, was responsible for bringing the Advertising Development Partner Program opportunity to the attention of its client as part of the agency's ongoing commitment to uncover new and innovative media solutions.
"Interactivity is the inevitable future of television," said Julie Roehm, Director/Chrysler, Jeep and Dodge Communications, Chrysler Group. "As marketers we are enthusiastic about the opportunity this partnership presents Chrysler Group to deliver information about our products. It allows us to provide quality content that is relevant to consumers via a medium they want to use."
RBR/TVBR asked Roehm if they are working in a similar effort with addressable spot interconnects via cable. "We are working with Visible World today which is addressing the idea of targeting to cable by DMA by message."
PHD EVP/Local Media Network Director of Operations Pat McNew told us a while back they were looking to Visible World for answers (8/9/04 RBR #154).
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