DIRECTV and NCC Media Join Forces for Revolutionary Advertising Partnership
June 15 2010 - 9:30AM
Business Wire
DIRECTV, the world’s largest satellite television service, and
NCC Media, the fast-growing advertising sales company that
represents America’s cable operators and works with advertisers in
every US market, have today announced the formation of a
groundbreaking partnership that will have a wide-ranging impact on
the TV advertising industry. The new agreement will allow for
one-stop access to locally place ads on a wide selection of
networks in the vast majority of multichannel satellite and cable
homes through NCC.
The arrangement brings DIRECTV to the spot advertising market
for the first time, augments NCC Media’s portfolio of offerings to
marketers, and creates a golden opportunity for DIRECTV and the
cable MSO’s to grow ad revenues together. DIRECTV’s newly developed
targeted ad system will be integrated with existing local market
cable advertising platforms, called ‘interconnects’, greatly
increasing an ad’s coverage in 25 select markets.
DIRECTV’s unique addressable technology enables zone-targeted
ads to be stored within DVR enabled set top boxes, allowing for the
insertion of ads in local breaks across multiple cable networks.
Testing efforts are underway and the platform will be operational
in the second half of 2011.
“This is a powerful and exciting partnership combining DIRECTV’s
technological prowess in delivering nationally targeted advanced
television services with NCC’s experienced leadership in spot
sales,” says Bob Riordan, Senior Vice President, DIRECTV
Advertising Sales.
“Combining DIRECTV’s ad impressions with those of our cable
market interconnects will deliver a tremendous advantage to
advertisers - greater local reach and penetration against targeted
consumers in the best programming on television,” said NCC Media
President & CEO Greg Schaefer. “And this powerful ad
platform will be made available to advertisers via NCC’s sales
force in 16 offices across the country - and to regional and local
marketers via the local interconnect sales teams of Comcast, Cox
and Time Warner Cable.”
The operation will be serviced by NCC’s vaunted E-business
applications, which will seamlessly integrate the new DIRECTV
subscribers into the buying and stewardship systems used by
virtually every US ad agency. This integration means there will be
no additional effort needed for media planners and buyers to place
local ads in satellite homes via NCC or their local cable
interconnect partners.
The partnership between NCC Media and DIRECTV has its roots in a
proven, successful collaboration between the two organizations in
the sale of advertising in regional sports networks. This working
relationship has given NCC Media hands-on experience with DIRECTV’s
engineering, operations and sales departments, and this ability
will be fully utilized going forward.
ABOUT DIRECTV
DIRECTV (NASDAQ: DTV) is the world’s most popular video service
delivering state-of-the-art technology, unmatched programming, the
most comprehensive sports packages available and industry leading
customer service to its more than 25.6 million customers in the
U.S. and Latin America. In the U.S., DIRECTV offers its 18.6
million customers more than 130 HD channels and Dolby-Digital® 5.1
theater-quality sound (when available), access to exclusive sports
programming such as NFL SUNDAY TICKET™, award winning technology
like its DIRECTV® DVR Scheduler and higher customer satisfaction
than the leading cable companies for nine years running. DIRECTV
Latin America, through its subsidiaries and affiliated companies in
Brazil, Mexico, Argentina, Venezuela, Colombia, and other Latin
American countries, leads the pay-TV category in technology,
programming and service, delivering an unrivaled digital television
experience to 7 million customers. DIRECTV sports and entertainment
properties include three Regional Sports Networks (Northwest, Rocky
Mountain and Pittsburgh) as well as a 65 percent interest in Game
Show Network. For the most up-to-date information on DIRECTV,
please call 1-800-DIRECTV or visit directv.com.
ABOUT NCC MEDIA
NCC Media is the ad sales, marketing and technology organization
that represents cable operators in every U.S. market. NCC Media
meets marketers’ needs to target consumer prospects efficiently and
effectively in the communities where they live. Jointly owned by
three of the nation's largest MSOs – Comcast Cable, Cox
Communications and Time Warner Cable – NCC Media is constantly
evolving to maintain its status as the industry’s most effective
multi-platform sales organization. Consistent innovation and growth
makes NCC Media your best partner in building the media plan of
tomorrow, and today.
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