DirecTV Preps Local Ad System

Satellite service to sell local advertising for the first time

June 17, 2009

1 Min Read

NEW YORK and EL SEGUNDO, Calif. -- DIRECTV will be able to provide advertisers with relevant local television advertising for the first time, using software developed by INVIDI Technologies Corporation, the leader in advanced television advertising solutions.

INVIDI’s Advatar™ software, in combination with DIRECTV’s digital set-top boxes, will allow relevant local television advertising availability based on geographic location and position TV ads according to any marketer’s specifications.

Prior to this agreement, DIRECTV could only sell advertising across its national footprint. Now with INVIDI’s technology, each individual television commercial will have its own unique criteria and will be dynamically served up by household, street, subdivision, neighborhood, political district, retail trading zone, DMA or region.

“We are thrilled to be working with DIRECTV and look forward to helping them expand their sales to include a whole new world of local advertising,” said David Downey, CEO of INVIDI. “With this new technology, DIRECTV can deliver television commercials to desired audiences with little waste and unprecedented accountability, allowing local advertisers across the country to bring their message directly to DIRECTV’s attractive and growing subscriber base.”

DirecTV Group Inc. (NYSE: DTV)

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