Dish, DirecTV create combined ad platform

Mon, 04/26/2010 - 8:35am
Brian Santo

DirecTV and Dish Network have created a single ad market for interactive advertising, in a move that not only mimics what cable is trying to do with Canoe Ventures, but also beats cable to the punch.

The two satellite broadcasters are calling the system the Advanced Satellite Advertising Platform (ASAP). They say the ad platform constitutes a turnkey, one-stop-shop approach for creating, planning, buying and implementing a national interactive advertising campaign to reach the pair’s combined viewership, nearly 30 million U.S. households.

DirecTV and Dish said they can provide exclusive, dedicated channels to deliver long-form ads that could include additional product information, photo galleries, simple gaming, regional locators and requests for information.

RFIs enable consumers at home to enter a sweepstakes or request a product sample, informational brochure or coupon.

“Separately, our satellite companies already bring advanced media functionality to every DMA in the country; together, we bring the scale, ease of use and analytics that we believe will power interactive TV into the mainstream among clients,” said Michael Finn, vice president of advertising sales for Dish Network.

ASAP will be a fully measured advertising platform using third-party research services. Advertisers will receive in-depth post report metrics upon the completion of a campaign.

More Broadband Direct 4/26/10:
•  Dish, DirecTV create combined ad platform
•  Report: Cox launches D3 in Sierra Vista, Ariz.
•  Latens connects Norwegian subs to remote DVR service
•  Aurora gears up for CableNet showcase
•  Publicity stunt: Comcast is the worst company in America
•  FCC creates public safety interoperability center
•  Deadline nears for net neutrality comments
•  Broadband Briefs for 04/26/10



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