Light Reading
Satellite-TV giants are close to striking a deal with a media buyer that would pipe interactive ads to homes served by both companies

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
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Interviews
The New Wave of IP + Optical Integration

11|21|14   |   04:29   |   (7) comments


At the Alcatel-Lucent Technology Symposium, Heavy Reading senior analyst Sterling Perrin talks about how SDN has reshaped the discussion around packet and optical integration.
LRTV Huawei Video Resource Center
Huawei Highlights at BBWF 2014

11|20|14   |   3:40   |   (1) comment


Broadband World Forum is one of the world's largest telecoms, media and technology events with over 7,800 senior executives from across the globe converging on Amsterdam every year to identify the Next Big Thing. BBWF is an exciting place to meet the entire industry under one roof and identify the latest in network innovation, service optimization and customer ...
LRTV Huawei Video Resource Center
How Will BCMS Stimulate Margin for Broadband Operators?

11|19|14   |   6:52   |   (0) comments


In BBWF 2014, Liu Shuqing emphasizes the value of FMC 2.0 based full service experience by throwing light on the BCMS solution. The underlying principle of this innovative technique is to create network robustness and driving network from connection oriented to ACE – BAND oriented infrastructure, in which applications, cloud, and user experiences will be an asset ...
LRTV Huawei Video Resource Center
SingleFAN3.0: Better Connected Experience

11|19|14   |   3:06   |   (1) comment


At the BBWF 2014, David Hu, the VP of Huawei Access Network Product Line, talked about the future of access networks – SingleFAN3.0: faster broadband, wider coverage, and smarter connection.
LRTV Interviews
Basil Alwan Interview: The Road to Cloud

11|19|14   |   09:09   |   (0) comments


Alcatel-Lucent's head of IP and Transport talks about the migration towards a web-like networking environment, the impact of the cloud, SDN and NFV, and the yet-to-be-announced FP4 chip.
LRTV Documentaries
FairPoint Makes a Fair Point About Analytics

11|19|14   |   1:56   |   (1) comment


The US-based communication service provider gets to grips with advanced analytics, tackling data and breaking down the silos within its own business.
LRTV Documentaries
Analytics Lets C Spire Get to Know Subs

11|19|14   |   3:01   |   (2) comments


It's all about the data for US operator C Spire as it uses analytics to personalize its customer service down to individual subscribers.
LRTV Interviews
Nuage Branches Out With SDN: CEO Interview

11|17|14   |   9:32   |   (0) comments


Sunil Khandekar, CEO of Alcatel-Lucent's SDN-focused unit Nuage Networks, talks about the opportunities and challenges of breaking out of the data center into wide-area networks.
Light Reedy
Telecom Analytics Grows Up

11|14|14   |   1:15   |   (4) comments


The big data analytics debate has moved on from a year ago, with some experts suggesting it's no longer a technology challenge.
LRTV Huawei Video Resource Center
Huawei Compass

11|14|14   |   3:17   |   (1) comment


At OpenStack Summit 2014, Shuo Yang, Huawei Principal Cloud Infrastructure Architect introduced Huawei Compass, the software tool for solving customers' problems on the journey of OpenStack Cloud.
LRTV Huawei Video Resource Center
Huawei's Cloud Strategy in European Region

11|14|14   |   2:56   |   (1) comment


At OpenStack Summit 2014, Dr. Gotz, CTO of Huawei IT in European Region introduced Huawei's cloud strategy in European region.
LRTV Huawei Video Resource Center
Huawei's Contribution on OpenStack

11|14|14   |   5:58   |   (0) comments


At OpenStack Summit 2014, Dennis Gu, Huawei Chief Architect of Cloud Computing introduced the relationship between OpenStack and cloud computing, and Huawei's contribution on OpenStack.
Upcoming Live Events
December 2, 2014, New York City
December 3, 2014, New York City
December 8-10, 2014, Reykjavik, Iceland
February 12, 2015, Atlanta, GA
April 14, 2015, New York City, NY
May 6, 2015, McCormick Convention Center, Chicago, IL
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
Irish Telecom outlines the rise of VoIP technology, including its adoption within businesses and their perception of its quality.
Hot Topics
Bell Labs Chief Slams 'Toy' Networks
Robert Clark, 11/19/2014
$38.3M: Ain't That a Kik in the SMS
Sarah Reedy, Senior Editor, 11/20/2014
Do You Have a 2020 Vision?
Dennis Mendyk, Vice President of Research, Heavy Reading, 11/21/2014
The New Wave of IP + Optical Integration
Ray Le Maistre, Editor-in-chief, 11/21/2014
Google, AT&T, BT Unite on Network Data Models
Carol Wilson, Editor-at-large, 11/20/2014
Like Us on Facebook
Twitter Feed