DIRECTV Signs Volkswagen of America to Its Addressable Advertising Platform
April 23 2013 - 12:29PM
Business Wire
DIRECTV announced today that Volkswagen of America, Inc. (VWoA)
is the latest company to “advertise smarter” by taking advantage of
DIRECTV’s recently launched, national addressable advertising
platform.
VWoA’s deal with DIRECTV, which was fostered by GroupM and
MediaCom, makes it the first automotive company in the
compact/mid-size class to run an addressable TV ad campaign. This
platform will allow the automaker to advertise directly to
households who are in the market to purchase a new car. The
campaign will showcase VWoA’s Springtoberfest Event and focus on
mid-size and compact models.
“Television has always been an important part of our marketing
mix and it is critical that we evolve our approach to the channel
with technology advancements,” said Raashee Gupta Erry, Media &
Connections Planning Manager at VWoA.
”DIRECTV’s new addressable ad platform delivers the power of a
thirty second TV ad with the precision targeting of the internet,”
said Paul Guyardo, Chief Revenue & Marketing Officer for
DIRECTV. “Addressable is perfect for businesses like VW who are
looking to reach their best sales prospects - consumers who
currently are in-market to buy a new car. This service delivers
highly-targeted reach without the waste of a traditional television
ad buy.”
DIRECTV’s addressable ads are available on 46 networks in over
11 MM households.
About DIRECTV
DIRECTV (NASDAQ: DTV) is one of the world’s leading providers of
digital television entertainment services delivering a premium
video experience through state-of-the-art technology, unmatched
programming and industry leading customer service to more
than 35 million customers in the U.S. and Latin America. In
the U.S., DIRECTV offers its over 20 million customers access to
more than 185 HD channels and Dolby-Digital® 5.1 theater-quality
sound, access to exclusive sports programming such as NFL SUNDAY
TICKET™, Emmy- award winning technology and higher customer
satisfaction than the leading cable companies for 11 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 more than 15 million customers.
DIRECTV sports and entertainment properties include three Regional
Sports Networks (Northwest, Rocky Mountain and Pittsburgh) as well
as a 42 percent interest in Game Show Network. For the most
up-to-date information on DIRECTV, please
visit www.directv.com. For more information about Corporate
Citizenship at DIRECTV, please visit
www.directv.com/CorporateCitizenship.
About Volkswagen of America
Founded in 1955, Volkswagen of America, Inc., an operating unit
of Volkswagen Group of America, Inc. (VWoA) is headquartered in
Herndon, Virginia. It is a subsidiary of Volkswagen AG,
headquartered in Wolfsburg, Germany. VWoA’s operations in the
United States include research and development, parts and vehicle
processing, parts distribution centers, sales, marketing and
service offices, financial service centers, and its
state-of-the-art manufacturing facility in Chattanooga, Tennessee.
The Volkswagen Group is one of the world's largest producers of
passenger cars and Europe's largest automaker. VWoA sells the
Beetle, Eos, Golf, GTI, Jetta, Jetta SportWagen, Passat, CC,
Tiguan, Touareg, and Routan vehicles through approximately 600
independent U.S. dealers.
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