Exploring The Partnership Between DirecTV And Invidi
In June 2009, DirecTV and Invidi announced an interesting partnership. The satellite TV company would use software produced by their new partner to deliver localized ad spots to subscribers. Though the launch of this software is not scheduled for a full deployment until 2011, it's worth spending some time to explore what this new partnership implies.
When most people hear the word "advertising," they immediately think of the boring commercials they avoid by using their remote control. The reason those ad spots are boring is because they're not targeted to subscribers' interests or needs. This new partnership provides advertisers with a way to reach only those DirecTV customers who might gain value from the segment.
In this article, we'll take a closer look at how Direct TV and Invidi plan to deploy their software. We'll also explore how it works and why subscribers may actually benefit from it.
Push Advertising Comes Home
For decades, advertisers have wanted to reach their audience through television programming in a way that specifically addresses their interests. In the past, this was only possible in a very limited way. For example, ad agencies knew that people who were watching the Super Bowl might enjoy driving trucks. So, they would pay an enormous amount of money to run truck commercials. With the new joint venture between DirecTV and Invidi, they can now deliver localized advertising content to a tightly-segmented audience.
In order to make this happen, the software must first be downloaded - or pushed - onto subscribers' set-top boxes. It then works seamlessly with DVR technology to push ad segments that are related to the programs that have been recorded. Eventually, it will push local ad spots before the programs air. That gives advertisers the ability to segment their audience not only by program selection, but also demographic information. As the software is upgraded, it may be possible for local businesses to advertise based on subscribers' neighborhood, district, or street.
Invidi's technology is already being used (to a limited extent) by Direct TV's main satellite competitor, the Dish Network. DirecTV plans to begin a small deployment to a select group of subscribers in 2010 with a full deployment in early 2011.
When Commercials Are Not Necessarily Bad
Most of us have come to think of commercials as a waste of time because they don't speak to our interests. With the DirecTV-Invidi partnership, that is likely to change. Imagine watching a program about house repair and seeing a brief 30-second spot promoting the exact power tool used in the show you're watching. Even better, that particular tool is on sale at a local merchant. That is what this joint venture hopes to eventually accomplish.
Article Source: http://EzineArticles.com/?expert=Lawrence_Reaves
When most people hear the word "advertising," they immediately think of the boring commercials they avoid by using their remote control. The reason those ad spots are boring is because they're not targeted to subscribers' interests or needs. This new partnership provides advertisers with a way to reach only those DirecTV customers who might gain value from the segment.
In this article, we'll take a closer look at how Direct TV and Invidi plan to deploy their software. We'll also explore how it works and why subscribers may actually benefit from it.
Push Advertising Comes Home
For decades, advertisers have wanted to reach their audience through television programming in a way that specifically addresses their interests. In the past, this was only possible in a very limited way. For example, ad agencies knew that people who were watching the Super Bowl might enjoy driving trucks. So, they would pay an enormous amount of money to run truck commercials. With the new joint venture between DirecTV and Invidi, they can now deliver localized advertising content to a tightly-segmented audience.
In order to make this happen, the software must first be downloaded - or pushed - onto subscribers' set-top boxes. It then works seamlessly with DVR technology to push ad segments that are related to the programs that have been recorded. Eventually, it will push local ad spots before the programs air. That gives advertisers the ability to segment their audience not only by program selection, but also demographic information. As the software is upgraded, it may be possible for local businesses to advertise based on subscribers' neighborhood, district, or street.
Invidi's technology is already being used (to a limited extent) by Direct TV's main satellite competitor, the Dish Network. DirecTV plans to begin a small deployment to a select group of subscribers in 2010 with a full deployment in early 2011.
When Commercials Are Not Necessarily Bad
Most of us have come to think of commercials as a waste of time because they don't speak to our interests. With the DirecTV-Invidi partnership, that is likely to change. Imagine watching a program about house repair and seeing a brief 30-second spot promoting the exact power tool used in the show you're watching. Even better, that particular tool is on sale at a local merchant. That is what this joint venture hopes to eventually accomplish.
Article Source: http://EzineArticles.com/?expert=Lawrence_Reaves
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