DISH, DirecTV team on addressable ad platform

Michelle Clancy | 28-01-2014

US satellite firms DirecTV and DISH Network have joined forces on an addressable advertising platform for political campaigns.

The strategic relationship will allow participating state-wide political campaigns to target their TV ads at the household level within 20-plus million DirectTV and DISH homes nearly one out of five US households.

"Individually, DISH and DirecTV have pioneered household-addressable advertising across a national footprint for more than two years," said Warren Schlichting, senior vice president of DISH media sales. "As campaigns utilise more and more data, household-addressable advertising introduces a powerful tool to deliver a tailored message to a precise and measurable audience."

The DIRECTV-DISH arrangement will focus on political TV advertisements 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, senior vice president of ad sales for DirecTV. "The platform not only uniquely monetises 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."