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GroupM, DISH Pair Up For Ad Trials

25 Jul, 2012 By: Doug McPherson

NEW YORK – DISH Network and global media investment management firm GroupM say they can deliver household addressable advertising on a large scale.

And, actually, the duo claim they’ve delivered the advertising nationally in trials with 10 major advertisers to more than 7 million DISH subscribers since last October – a possible first for the industry, DISH and GroupM say.

In a DISH press release, Michael Bologna, Group M managing partner and director of emerging communications, says the trial campaigns with DISH “demonstrate our ability to identify a specific target audience and deliver to them a relevant message, thus reducing unwanted impressions. Household-addressable advertising in a television universe, long considered a ‘holy grail,’ is finally starting to become a practical reality.”

And Warren Schlichting, senior vice president of DISH Media Sales, says in the same release, “We’re ready to grow that relationship with a successful product and proven results.”

DISH explains that it relies on third-party technology to target ads to specific households by using anonymous secondary demographic data. These data are combined with more targeting information provided by the advertiser. The DISH subscriber’s personally identifiable information is never disclosed to advertisers, according to DISH.

“This is a game-changer for DISH, advertisers and marketers,” said Schlichting. “The GroupM campaigns have proven that our addressable product affords more control and efficiency to advertisers. We see an improved viewer experience with the delivery of more relevant ads, and marketers benefit by putting their product in front of a more receptive audience.”

Neither company revealed which advertisers were involved in the trials, but reported that GroupM clients such as ConAgra, Mattel and Comcast-owned NBC Universal, were believed to be among those who participated in the pilot program. It has been reported that categories included in the trials were consumer package goods and financial services.

Both DISH and DirecTV are using the addressable-advertising system developed by Invidi Technologies, which stores targeted ads in individual DVR set-top boxes.

Irwin Gotlieb, global CEO of GroupM, has said that GroupM believes that addressable technology and advanced advertising functionality are critical to the future of television and other media.

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