NEW YORK and ENGLEWOOD, Colo. – The second-largest American satellite TV company, Dish Network, said today it will deliver addressable, targeted national and local television advertising using Invidi Technologies Advatar platform.
Many of Dish’s advanced receivers support targeted advertising delivery, dynamic commercial insertion, and reporting on broadcast television and national programming networks.
The DBS company will be among the first pay-TV providers utilizing Invidi’s technology to sell addressable and targeted advertising according to specific household viewer geographic and demographic and other pre-determined viewer metrics. Cartt.ca has reported on Invidi a number of times. The company has Canadian roots but the release did not say when Dish would launch the new ad service.
This new form of advertising is efficient, measurable and accountable to the advertiser while providing precise reach, frequency and separation of the commercial assets. Invidi’s system complies with all privacy laws and the company’s privacy policy. Traditional satellite broadcast delivery is currently limited to all homes receiving the same commercials. Dish Network viewers will benefit from this new technology through the increased relevance of the advertisements they receive, say the companies.
“We are at the beginning of the targeted advertising era, so the combination of Invidi’s technology with Dish Network’s national distribution base is a great platform for national advertisers to reach their target audience with great precision and efficiency,” said Irwin Gotlieb, Global CEO for media buyer GroupM, in a press release.
“Dish Network is focused on delivering relevant and measurable ads to the advertising community and continually looks for technological innovation that will deliver advertisers the best possible value,” added Michael Kelly, executive vice president for DISH Network.
In December 2007, GroupM, a WPP company, invested in Invidi and intends to support and pioneer the use of this technology with INVIDI’s multi-channel video program distributors (MVPDs).
www.invidi.com
www.dishnetwork.com
www.groupm.com
