DIRECTV & DISH Revolutionize Political TV Advertising Landscape with Combined Addressable Advertising Platform Reaching 20+ M...
January 27 2014 - 4:00AM
Business Wire
Pay-TV leaders combine sales efforts for
addressable advertising allowing statewide political campaigns to
target TV ads at the household level
Technology delivers a customized audience for
statewide races and issue-based campaigns
DIRECTV (NASDAQ: DTV) and DISH Network L.L.C., a wholly owned
subsidiary of DISH Network Corporation (NASDAQ: DISH), have joined
forces to offer an addressable advertising platform of
unprecedented scale and reach for political campaigns. The
strategic relationship will allow participating statewide political
campaigns to target their TV ads at the household level within 20+
million DIRECTV and DISH homes.
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, DIRECTV. “The platform not only
uniquely monetizes 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.”
“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 utilize more and more
data, household-addressable advertising introduces a powerful tool
to deliver a tailored message to a precise and measurable audience.
Together, DISH and DIRECTV reach nearly one out of every five U.S.
television households and usher TV into the modern political
age.”
DIRECTV and DISH utilize the same technology to deliver
addressable advertising at the household level to a combined
audience of more than 20 million households. Using the same
methodology of direct mail, addressable advertising allows
advertisers to reach their desired audience with accuracy and
combines the emotional impact of TV with nationwide reach and
scale.
DISH and DIRECTV expect sales to begin in the coming weeks.
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 20 million customers access to more
than 190 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 12 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 15.5 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.
About DISH
DISH Network Corporation (NASDAQ: DISH), through its subsidiary
DISH Network L.L.C., provides approximately 14.049 million
satellite TV customers, as of Sept. 30, 2013, with the highest
quality programming and technology with the most choices at the
best value. Subscribers enjoy the largest high definition line-up
with more than 200 national HD channels, the most international
channels, and award-winning HD and DVR technology. DISH Network
Corporation is a Fortune 200 company. Visit www.dish.com.
Media ContactDISHJohn Hall,
303-723-1968johnw.hall@dish.com@DISHNewsorDIRECTVCara Brugnoli,
212-205-0887CMBrugnoli@directv.comorInvestor ContactDISHJason Kiser,
303-723-2210jason.kiser@dish.comorDIRECTVMartin Sheehan,
310-964-0909Martin.Sheehan@DIRECTV.com
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