DirecTV will begin serving targeted ads to individual subscriber households next year. Agency network Starcom MediaVest Group is working with DirecTV on the service.
Tracey Scheppach, SVP and innovation director at Starcom MediaVest Group, said consumers’ DVR boxes will serve as the “mailbox” for delivering relevant direct advertising “any time there’s inventory available.” This will include live TV programming and time-shifted viewing for the approximately 10 million DirecTV subscribers in the US who have a DVR box, she said.
The so-called “addressable” ads will launch nationwide in August or September of 2011, said Scheppach. She added that DirecTV subscribers will be able to opt out of the service.
To place relevant ads at the household level, the names and addresses of DirecTV subscribers will be shared with database marketing providers Experian and Acxiom for better targeting, said Scheppach.
“If you have a dog, and Experian or Acxiom knows this, then that might be used” to influence ad placement, she said.
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