Addressable TV advertising is currently available in 37 million
households, one media buyer estimated, but advertisers would have
to do separate deals with multiple satellite and cable companies to
actually approach that kind of reach. Stitching two pay-TV systems'
addressable offerings together is meant to make it easier for
advertisers to target TV commercials on a wide scale.
The move now was inspired partly by the use of data of in the
most recent presidential election, executives at Dish and DirecTV
said. "Political spending is a rapidly growing market and this
allows us to go after new money," said Warren Schlichting, senior
VP-media sales, Dish Network.
The partnership will give campaigns the ability to show their
messages to a precise set of potential voters and eliminate
spending waste, said Keith Kazerman, senior VP-ad sales,
DirecTV and Dish will open an office in Washington, D.C., to
house the joint operation and will hire about five new employees to
start. The companies' other media sales efforts will continue to
Other pay TV companies including Cablevision and Comcast offer varying
degrees of targeting capabilities. But Dish and DirecTV have made
the biggest leaps in giving the technology broad reach. Dish
delivered its first national addressable campaign in July 2012,
while DirecTV rolled out its platform nationally a year ago.