Who would have thought that something so 1990\u2019s as the digital video recorder (DVR) would help to transform political\u00a0advertising?<\/p>\n

In the first presidential election to benefit from the granular targeting capabilities of addressable TV advertising, the joint venture between DISH and AT&T-owned DirecTV is helping political campaigns target more than 20 million households at the state and national level. Called D2 Media Sales<\/a> and founded in 2014, the entity offers precision and scale that was heretofore unavailable.<\/p>\n

That\u2019s because traditionally, political campaigns have targeted households via Designated Market Areas (DMA’s). Which means genuine statewide reach wasn\u2019t possible.<\/p>\n

\u201cYou\u2019re either buying local broadcast stations on a DMA basis or you\u2019re buying cable interconnects in the same way,\u201d says Joe Hockenjos, VP of Political Ad Sales at D2 Media Sales, in an interview with Beet.TV. \u201cWhen you piece those together to complete a state you find that you\u2019re buying a lot of waste, because a lot of those homes in the DMA\u2019s will fall outside of the state that you\u2019re primarily interested in.\u201d<\/p>\n

Enter the lowly DVR, informed by AT&T, DISH and DirecTV subscriber data, along with voter registration information and data from such third-party providers as TargetSmart and i360. Once a campaign selects a target audience, D2 delivers specific television commercials to that household during a commercial break when they are watching TV via a DVR.<\/p>\n

How does D2 gauge results derived from addressable campaign ads?<\/p>\n

\u201cIn terms of determining the value, because it\u2019s a zero-waste product, they know that they\u2019re getting into just those homes that have a great propensity to vote and to vote their way,\u201d Hockenjos says. \u201cYou compare it to the other choices in the television marketplace and you see this as a superior way to get your message across.\u201d<\/p>\n

D2 hopes that the success of political campaigns will help to bolster commercial marketers\u2019 embrace of addressable advertising, \u201cjust as we\u2019ve done on the commercial side with different verticals like financial services, automotive and pharmaceuticals.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Who would have thought that something so 1990\u2019s as the digital video recorder (DVR) would help to transform political\u00a0advertising? In the first presidential election to benefit from the granular targeting capabilities of addressable TV advertising, the joint venture between DISH and AT&T-owned DirecTV is helping political campaigns target more than 20 million households at the […]<\/p>\n","protected":false},"author":17,"featured_media":38936,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[3269,4071,4889,5111,5653],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38925"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=38925"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38925\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/38936"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=38925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=38925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=38925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}