DirecTV Advertising

Addressable TV advertising has hit an inflection point. More marketers are turning to it as a “must-buy” to achieve better performance, even as overall TV ad spend remains under pressure. That was the view of one ad industry executive speaking at the Go Addressable summit this week. The summit, which brought together hundreds of attendees […]

CANNES — DirecTV is transforming beyond its satellite TV roots, now offering premium streaming services and leveraging data analytics to support advertisers. The company is seeing strong growth in its streaming product, DirecTV Stream, while maintaining its satellite business. In this fireside at Cannes Lions, attendees learned how DirecTV emphasizes customer-centric approaches and data collaboration with […]

CANNES — Panelists discussed how streaming TV providers are adapting to changing viewer habits and advertiser needs. With cookie deprecation looming, TV companies are leveraging first-party data and developing attribution capabilities to offer more sophisticated targeting and measurement. The shift is transforming traditional distributors into data-driven solutions providers for marketers seeking performance across fragmented video landscapes. […]

CANNES — The proliferation of connected TV services is giving viewers more choice – and advertisers more challenges. But, ultimately, the new opportunities to reach viewers is a win for brands, according to one TV exec. In this video interview with Beet.TV, Brian Cordes, Head of Client Partnerships & National Offices, DIRECTV Advertising, says the new […]

CANNES — Addressable advertising is exploding across the media landscape, with 73% of media buyers now incorporating it into their mix, up 16% year over year, according to Matthew Van Houten, SVP, Product, Operations & Business Development at DIRECTV Advertising. As a precision tool, addressable advertising has evolved to deliver a double-digit lift for clients […]

Connected (CTV) and over-the-top (OTT) TV platforms may have the potential to target individual households – but that doesn’t mean it is just a performance marketing channel. As the technology matures with the benefit of programmatic trading software, executives are finding the same thing as peers in display before them – addressable TV ad sales […]