DirecTV to Insert Ads Into DVRs

DIRECTV selects NDS Dynamic components to enable seamless video ad insertion into DVRs and measurement of ad insertion events

March 22, 2011

2 Min Read

COSTA MESA, Calif. -- NDS, the leading provider of technology solutions for digital pay-TV, today announced that it is working with DIRECTV, America's number one satellite television provider, to deliver addressable advertising insertion technology and enhanced audience measurement capabilities on the platform. NDS will deliver key elements of its NDS Dynamic suite of advanced advertising solutions including local DVR video ad insertion and advertising audience measurement capabilities.

The NDS Dynamic components delivered to DIRECTV will be deployed on DIRECTV's SD DVRs allowing seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive.

The implementation for DIRECTV will also see the extension of their existing audience measurement capabilities, already supported by NDS Dynamic. DIRECTV will now be able to collect data on local ad insertion events. This data will support the revenue-generating potential of addressable advertising on the DIRECTV platform with the ability to generate solid feedback on the ads that have been viewed.

This agreement reinforces the long-standing relationship between the two industry leaders. Since 1994, DIRECTV has entrusted market-leading NDS conditional access (CA) to protect its content and safeguard its pay-TV revenues.

"NDS technologies are an important part of our ad insertion project, leveraging DVRs to deliver addressable ads to the households advertisers really want to reach - enabling them to better access their target audiences and providing a more valuable platform for ad delivery," said Romulo Pontual, Chief Technology Officer at DIRECTV. "NDS has been our trusted technology partner for over 16 years, and we have successfully deployed and implemented a variety of NDS' next-generation interactive applications," he continued. "This announcement is a natural evolution in our work together."

"NDS is committed to enabling next-generation TV advertising, and we are pleased that our long term partner DIRECTV has chosen to deploy elements of the NDS Dynamic solutions to innovate and enhance its business," said Raffi Kesten, NDS Chief Operating Officer. He continued: "DIRECTV and NDS have successfully collaborated over many years to deliver truly innovative pay-TV to viewers. We look forward to working together to make advanced advertising a reality."

NDS Ltd.

DirecTV Group Inc. (NYSE: DTV)

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