DirecTV is to push ahead with plans to deploy tailored advertising using digital video recorders. The US satellite company has selected NDS Dynamic to enable the ad insertion and supply measurement information.
NDS has also been involved in plans to launch tailored advertising on BSkyB, but when Sky COO Mike Darcey spoke to advertising body the ISPA last week he gave known indication as to when the broadcaster would launch its own AdSmart service, supported in part by NDS.
“NDS technologies are an important part of our ad insertion project, leveraging DVRs to deliver addressable ads to the households advertisers really want to reach – enabling them to better access their target audiences and providing a more valuable platform for ad delivery,” said DirecTV CTO Romulo Pontual.
DirecTV will use standard definition – and presumably high definition – DVRs to insert ads into both live and recorded programmes. DirecTV already uses NDS Dynamic for audience measurement services.