Starcom, DirecTV to launch addressable TV ads

Starcom MediaVest Group (SMG) and DirecTV, have unveiled an agreement in principle for SMG to assist DirecTV in delivering scaled, household-addressable advertising to customer households with DVRs.

The deal, 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, a role SMG has played for many early trials.