Light Reading

DirecTV, Dish Connect on Interactive Ads

Light Reading
LR Cable News Analysis
Light Reading
11/22/2010
50%
50%

NEW YORK -- DirecTV Group Inc. (NYSE: DTV) and Dish Network LLC (Nasdaq: DISH) are close to striking a joint deal with a media buyer to run interactive TV ads in subscriber homes from both satellite-TV providers, a Dish exec said here last week at a conference dedicated to next-gen video services.

It would be the first ad deal that the satellite rivals have nailed down since teaming up in April to shop the combined reach of their interactive TV platforms to advertisers. The companies formed a joint venture called Advanced Satellite Advertising Platform (ASAP). (See Satellite Guys Start Building Their Own Canoe .)

"There are two clients in the fold now that we are very close to," Larry Samuels, GM of advanced TV at Dish, told attendees at the TV of Tomorrow – NYC Intensive conference.

Samuels said Dish and DirecTV are pitching advertisers long-form spots that would run in rotation 24-hours a day for two weeks at a time. The ads would allow subscribers to request more information with a click of their remote controls, and advertisers could also integrate games, as well as "information galleries," into the ads, he added.

Samuels said that the interactive ads are available in about 35 million Dish and DirecTV homes, and that the DBS providers are collecting detailed set-top data from a sample of 6 million of those homes. ASAP works with Rentrak Corp. (Nasdaq: RENT) and Kantar Media to process data from the set-tops, he added.

DirecTV and Dish are playing up their broad reach in their pitch to advertisers, but the ad rates that come with that reach may result in sticker shock for some media buyers.

"This is pretty expensive now," said Andrew Corry, VP and director of Amphibian, a cross-platform media buying group at the Initiative ad agency, recalling the reaction he had when Samuels told him how much it would cost to reach the combined subscriber base of DirecTV and EchoStar.

Curry and Samuels didn’t detail how much ASAP is charging for the interactive ads, which would run on DirecTV’s channel 115 and Dish Network’s channel 99.

ASAP is similar to the strategy cable MSOs have pursued with their advertising interconnects. While Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC), and other MSOs are competing head to head with AT&T Inc. (NYSE: T)'s U-verse TV and Verizon Communications Inc. (NYSE: VZ)'s FiOS TV, the MSOs are teaming up in major markets with the telcos to pitch media buyers local ads that reach entire designated market areas (DMAs).

"In markets where Comcast is the dominant provider, they sell my [ad] time. And in markets where Time Warner Cable is dominant, I’ve joined their interconnects," said Jason Malamud, VP and general manager at Verizon FiOS Media.

Through Canoe Ventures LLC , the major cable MSOs are also teaming up to shop interactive ads that rely on the Enhanced TV Binary Interchange Format (EBIF) platform to media buyers. But it's still not easy enough for advertisers and technology vendors to create interactive ads that can reach the mass cable market, OpenTV Corp. (Nasdaq: OPTV) SVP and general manager of advanced advertising Paul Woidke said. (See Canoe Boots Up Interactive Ad Campaign and Cable Execs Defend Advanced Ad Efforts.)

"The fact that it [EBIF] is a standard doesn’t mean that it's interoperable," Woidke added.

— Steve Donohue, Special to Light Reading Cable

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
From The Founder
Anshul Sadana answers questions from Steve Saunders, Light Reading's founder and CEO, about Arista's CloudVision, a global cloud network controller for workload orchestration and workflow automation delivering a turnkey solution for cloud networking.
Live Streaming Video
CLOUD / MANAGED SERVICES: Prepping Ethernet for the Cloud
Moderator: Ray LeMaistre Panelists: Jeremy Bye, Leonard Sheahan
Between the CEOs
Video Exclusive With Basil Alwan, Alcatel-Lucent

7|24|15   |   26:44   |   (4) comments


Basil Alwan, President of IP Routing & Transport at Alcatel-Lucent, discusses virtualization, cultural challenges, the capex crunch and more with Light Reading founder and CEO Steve Saunders.
LRTV Custom TV
VDF: Enable the Financial With Mobile Money

7|20|15   |   06:53   |   (0) comments


Ian Ravenscroft discusses how operators can expand to occupy the entire digital services value chain through service innovation.
LRTV Custom TV
Telefónica on OSS Transformation

7|20|15   |   06:01   |   (0) comments


Jose Gonzales discusses the details of Telefónica's operation transformation program.
LRTV Custom TV
Judi Achmadi on Huawei's Cloud Storage Solution

7|20|15   |   03:33   |   (0) comments


Judi discusses the key business goals of TelekomSigma's public cloud service and how Huawei's solution helps them address challenges.
LRTV Custom TV
KPN Enlightening Digital Business & IT Transformation

7|20|15   |   06:19   |   (0) comments


Rob de Beer discusses the changes that operators need to make with service innovation now coming from the Internet world.
LRTV Custom TV
Stratus Telco-Grade Cloud Solutions & NFV

7|20|15   |   07:34   |   (0) comments


Ali Kafel from Stratus Technologies addresses high-availability concerns within the telco industry with a solution that enables telcos to provide high-availability and stateful fault-tolerance using a software-based approach.
LRTV Documentaries
The Six Million Dollar Business Man

7|20|15   |   01:52   |   (0) comments


Steve Saunders, publisher. A man barely alive after an acquisition malfunction imploded the company he founded. Gentlemen, we can rebuild Light Reading. Better, faster, stronger.
Between the CEOs
CEO Chat With Anukool Lakhina, Guavus

7|20|15   |   38:51   |   (1) comment


Guavus CEO Anukool Lakhina talks to Light Reading founder and CEO Steve Saunders about the role of operational analytics in the communications services and networking sectors, particularly in relation to IoT.
LRTV Custom TV
IBM's Flash Storage With Intel QuickAssist

7|20|15   |   03:18   |   (0) comments


Intel's Bev Crair and IBM's Eric Herzog discuss how IBM's V9000 Flash Storage System has helped customers around the world. Featuring real-time compression powered by Intel QuickAssist Technology, the V9000 is a next-gen flash storage solution.
LRTV Huawei Video Resource Center
Thailand's AIS: Transforming to an FMC Operator

7|17|15   |   4:53   |   (0) comments


Saran Phaloprakarn, Senior VP of Fixed Broadband Business Management of Thailand's AIS, was a keynote speaker at the first Asia-Pacific Ultra Broadband Summit in Bangkok. In this video, he talks to Heavy Reading about transforming into an FMC (FBB+MBB+Content) operator.
LRTV Huawei Video Resource Center
Cambodia's TRC Discusses Its Plans for National Broadband

7|17|15   |   10:33   |   (0) comments


In this video, Chakyra Moa, Chairman of Telecommunication Regulator of Cambodia (TRC), talks in in-depth with Heavy Reading about the Cambodia's current telecom market and TRC's goals and expectations for the future.
LRTV Documentaries
5G Phone

7|16|15   |   2:09   |   (4) comments


A man has an opportunity to purchase the world's first working 5G phone. Imagine the possibilities...
Upcoming Live Events
September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
November 5, 2015, Hilton Santa Clara, Santa Clara, CA
December 1, 2015, The Westin Times Square, New York City
All Upcoming Live Events
Infographics
Network operators start seeing savings from NFV in the first year, according to a study by Affirmed Networks and ACG.
Hot Topics
AT&T U-verse TV Hits the Skids
Alan Breznick, Cable/Video Practice Leader, 7/24/2015
Robbins Succeeds Chambers as Cisco Changes CEOs
Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/27/2015
Easing the Tech Pains for the Homeless
Carol Wilson, Editor-at-large, 7/28/2015
RJio to Launch Its Own 4G Devices Brand
Gagandeep Kaur, Contributing Editor, 7/27/2015
Like Us on Facebook
Twitter Feed
September 22, 2015
Media Begins With “Me”
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Basil Alwan, President of IP Routing & Transport at Alcatel-Lucent, discusses virtualization, cultural challenges, the capex crunch and more with Light Reading founder and CEO Steve Saunders.
Guavus CEO Anukool Lakhina talks to Light Reading founder and CEO Steve Saunders about the role of operational analytics in the communications services and networking sectors, particularly in relation to IoT.
Cats with Phones
Distract-a-Cat Click Here
The vibrate function makes for a useful cat distraction.