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DirecTV Enhancements Address Viewers Seeing The Same Ad Over And Over Again

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As part of a wide range of improvements to its ad business, DirecTV has been working on making sure subscribers don’t see the same ad over and over again. Repetitive ads have became a major issue in streaming, and even more so following the influx of services now offering ad-supported plans.

With DirecTV’s video services having always been centered on live TV, ads have largely been escapable. This also means DirecTV has a long history in the ad business, and one it is now in the process of refining.

This week, DirecTV‘s advertising business explained some of the changes the company has been making behind the scenes to improve the experience for advertisers, including optimizing ad frequency and impression distribution.

After running hundreds of successful campaigns that help ensure that heavy viewers are not bombarded with the same ad over and over again, while also helping to reach light TV viewers, we’re excited to be able to guarantee incremental reach for clients utilizing our Addressable RFO technology,” said Amy Leifer, Chief Advertising Sales Officer at DirecTV Advertising.

DirecTV also explained that it has improved contextual targeting. In other words, ensuring ads shown are more in line with the content, and context of the content, they appear alongside. This is being achieved through the use of additional non-viewer signals, such as network, genre and rating.

According to DirecTV, these enhancements are additional examples of how its ad business is now shifting more toward a streaming-first approach.

As the market shifts and more content is being consumed on CTV devices, we’ve transformed our business to be more digital and streaming-centric, providing clients with the most premium, brand-safe inventory, more targeting options, better transparency, and working with industry-leading clean room solutions so that advertisers can better utilize their own data across our platforms,” Leifer added.

While improvements like these are clearly designed to benefit advertisers by reducing ad fatigue and increasing relevance, any improvements to the ad experience are likely to be beneficial to the viewer as well.

The new enhancements, as explained by DirecTV:

Guaranteed Incremental Reach with Addressable RFO: DirecTV Advertising is now guaranteeing incremental reach for advertisers who utilize their Addressable Reach-Frequency Optimization (RFO) to enhance their national TV buys. RFO combines the company’s proprietary data, viewership insights and addressable technology to help advertisers maximize reach, optimize frequency, and balance impression distribution against their TV campaigns.

Investing in Data Collaboration through Clean Room Solutions: DirecTV Advertising is enhancing its DirecTV Advantage data suite with clean room technology to help advertisers and agencies better securely match and analyze different datasets in a privacy-centric way. DirecTV Advantage’s clean room solution is currently integrated with AWS Clean Rooms, InfoSum, LiveRamp, Snowflake and is expanding integrations in the future with other providers, such as Epsilon Clean Room. This will help to facilitate better matching, insights, and results all while keeping customer data safe and secure.

Enhancing Brand Safety Through Contextual Targeting: DirecTV Advertising’s enhanced contextual solutions allow brands to air within endemic content, without needing to rely on audience data. Utilizing rich contextual signals such as network, genre and rating, DirecTV Advertising empowers brands to target content on a more granular level to boost relevancy and maximize engagement across live and VOD content. Advertisers can verify where their ads have run with transparent reporting through multiple verification partners, with DirecTV offering series-level reporting through Publica by IAS just later this year.

John Finn

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