[Satellite TODAY Insider 03-23-11] DirecTV signed a contract with NDS to develop addressable advertising insertion technology and enhanced audience measurement capabilities for the pay-TV operator’s platform, DirecTV announced March 22.
    NDS will deliver key elements of its dynamic advertising solutions suite, including local DVR video ad insertion and advertising audience measurement capabilities. The NDS components will be deployed on DirecTV’s SD DVRs to allow seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive. DirecTV will now be able to collect data on local ad insertion events. This data aims to support the revenue-generating potential of addressable advertising on the DirecTV platform with the ability to generate feedback on the ads that have been viewed.
    In a statement, DirecTV CTO Romulo Pontual said the deal is further evidence of satellite pay-TV operators looking to adapt their platforms to meet the needs of not just their customers but also broadcasters and advertisers who are constantly looking for new ways to reach customers. “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,” he said.
    This is the second contract between the two companies, following a deal signed last week, which will see NDS deliver set-top box software and DVR technology to DirecTV U.S. and DirecTV Latin America through January 2016.
    The news is a boost to NDS’ footprint, as DirecTV closed 2010 with 19.2 million subscribers, and DirecTV Latin America added 1.2 million net new subscribers last year to bring its cumulative subscriber total to 5.8 million.

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