In a first for the TV industry, Dish Network and WPP's Group M said they have delivered household addressable advertising nationally in trials with 10 major advertisers to more than 7 million Dish subscribers.
"These trial campaigns with Dish demonstrate our ability to identify a specific target audience and deliver to them a relevant message, thus reducing unwanted impressions," said Michael Bologna, Group M managing partner and director of emerging communications. "Household-addressable advertising in a television universe, long considered a 'holy grail,' is finally starting to become a practical reality."
While Dish and Group M did not reveal which advertisers were involved in the trials, categories included consumer packaged goods and financial services.
The addressable advertising system was launched in October 2011. Dish rival DirecTV is also preparing to roll out national household-addressable ads in conjunction with Starcom MediaVest Group in the fourth quarter.
Both Dish and DirecTV are using the addressable-advertising system developed by Invidi Technologies, which stores targeted ads in individual DVR set-top boxes.
"This is a game-changer for Dish, advertisers and marketers," said Warren Schlichting, senior VP-media sales for Dish. "The Group M campaigns have proven that our addressable product affords more control and efficiency to advertisers. We see an improved viewer experience with the delivery of more relevant ads, and marketers benefit by putting their product in front of a more receptive audience."
Addressability has been the focus among ad executives who are looking to unlock efficiency in the advanced advertising space.