& cplSiteName &

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
From The Founder
Download our complete guide to de-risking NFV deployment in 2016, including:
  • An eight-step strategy to deploying NFV safely, based on input from the companies that have already started virtualizing their production networks.
  • Interviews with leading executives at Colt, AT&T, Deutsche Telekom, Cisco, Nokia, ZTE, Ericsson and Heavy Reading.
  • Flash Poll
    Live Streaming Video
    Prepping for the Future: Upskill U Explained
    During this short kick-off video, Doug Webster, Vice President of Service Provider Marketing, Cisco, and Light Reading’s CEO & Founder Steve Saunders give an overview of Upskill U.
    LRTV Interviews
    Demand Surges for On-Demand Ads

    5|5|16   |     |   (0) comments


    Ed Knudson, VP, Product and Strategy at Canoe Ventures, discusses the rising appeal of VoD ads and the challenges on inserting ads dynamically in live TV programming.
    LRTV Custom TV
    Exclusive: Video Interview With Sckipio CEO David Baum

    5|5|16   |     |   (0) comments


    At his headquarters in Tel Aviv, G.fast visionary David Baum, CEO of Sckipio, provided an exclusive interview to Light Reading and showed how innovations in rate and reach, vector densities, fast reconnecting times and SFP-based residential gateways are expanding the potential of G.fast.
    Telecom Innovators Video Showcase
    Atrinet's NetACE – Migration to NFV & SDN With NetOps-Driven LSO

    5|4|16   |     |   (0) comments


    At Atrinet's headquarters, Ray Le Maistre sits down with Roy Silon to get an in-depth look into the company's focus and the secret recipe for their success.
    LRTV Huawei Video Resource Center
    Amsterdam ArenA, Powered by Huawei

    5|4|16   |     |   (0) comments


    Huawei's ICT solutions power the state-of-the-art Amsterdam ArenA, turning it into a smart stadium.
    LRTV Interviews
    Testing When There's No 'There' There

    5|4|16   |     |   (1) comment


    The benefits of SDN/NFV are well known, but the transition comes with some challenges, prominent among them is: how do you test a network that has been abstracted and has the potential to be endlessly reconfigurable? Light Reading was at NFV World Congress in Santa Clara, Calif., where we bumped into Mats Nordlund, CEO and co-founder of Netrounds, a Swedish ...
    LRTV Interviews
    Ditching the Slash & the Orchestration Wars

    5|3|16   |     |   (2) comments


    SDN and NFV have been inextricably bound with each other for so long that on a conceptual level, smooshing them together into one catch-all phrase – SDNFV – is now justifiable, according to Dan Pitt, executive director of the Open Networking Foundation (ONF). Light Reading spoke to Pitt at the NFV World Congress, where he explained that the next ...
    LRTV Custom TV
    ZTE TV Connect Highlights

    5|3|16   |     |   (0) comments


    ZTE gives us a tour of its booth and new products at TV Connect in London.
    LRTV Custom TV
    Deluxe's Unified Delivery Solution

    5|3|16   |     |   (0) comments


    Join Alan Breznick of Light Reading and visit the Deluxe booth at NAB! Here you'll find Deluxe's Unified Delivery Solution, OTT video, virtual reality, HDR, 4K and much more!
    LRTV Interviews
    Verizon Puts Gray Boxes in the Shade

    5|2|16   |   04:33   |   (1) comment


    When it comes to the white box trend, "gray" boxes, which have a slight proprietary twist, don't give service providers and end users the advantages they're seeking, according to Verizon's Vice President of Product and New Business Innovation Shawn Hakl.
    LRTV Custom TV
    Dealing With a Disrupted Video Market

    5|2|16   |     |   (0) comments


    Ericsson's Simon Frost discusses how traditional pay-TV providers can cope with the big changes wrought by the rise of OTT video and IP technology.
    LRTV Custom TV
    The VNF Responsibility of Red Hat

    5|2|16   |     |   (0) comments


    At MWC, Caroline Chappell of Heavy Reading visits the Red Hat booth and sits down with Chris Wright to talk about the responsibility the VNF needs to take on in order to ensure the operators get the carrier-grade performance they expect for their network.
    LRTV Interviews
    AT&T Expert on the Key Pillars of UC

    4|29|16   |   03:58   |   (0) comments


    Vishy Gopalakrishnan, AVP of product marketing at AT&T, talks about the three developments that are making unified communications and collaboration secure and reliable for enterprise users.
    Upcoming Live Events
    May 23, 2016, Austin, TX
    May 23, 2016, Austin Convention Center
    May 24-25, 2016, Austin Convention Center, Austin, TX
    September 13-14, 2016, The Curtis Hotel, Denver, CO
    December 6-8, 2016,
    June 16-18, 2017, Austin Convention Center, Austin, TX
    All Upcoming Live Events
    Infographics
    A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
    Hot Topics
    WiCipedia: Woman Cards & Bitch Switches
    Sarah Thomas, Director, Women in Comms, 4/29/2016
    Sprint CEO: Our Spectrum Is for 5G
    Dan Jones, Mobile Editor, 5/3/2016
    Amazon & Other 'Big 4' Cloud Providers Crushing Competitors
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/29/2016
    Rovi Reels in TiVo for $1.1B
    Mari Silbey, Senior Editor, Cable/Video, 4/29/2016
    Showdown at the OpenStack Corral
    Carol Wilson, Editor-at-large, 5/3/2016
    Like Us on Facebook
    Twitter Feed
    BETWEEN THE CEOs - Executive Interviews
    In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
    Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
    Animals with Phones
    Sloth Mail Click Here
    Sloth mail -- somehow even slower than snail mail.
    Live Digital Audio

    Of all the tech companies in the Valley, Intel has made the most aggressive commitment to building a diverse and inclusive workplace culture. It's doing so by taking concrete, measurable steps, making a large financial investment and through a commitment to complete transparency about its progress. In this radio show, WiC Director Sarah Thomas will be joined by Shlomit Weiss, Intel's Vice President, Data Center Group, and General Manager of Networking Engineering, who will share with us why Intel is tackling this huge challenge, how and to what effect. She will also discuss her unique experiences leading development of Client SOC development in the past and today leading development of all of the chipmaker's silicon hardware for networking IPs and discrete devices and managing a team of 600 engineers across Israel, Europe and the US.