DirecTV Group Inc. is planning the biggest rollout yet of “addressable ads,” allowing advertisers to reach close to 10 million homes with commercials tailored to each household. Dog owners, for instance, could see ads for dog food, not kitty litter, while families with children could be shown minivan spots.
The El Segundo satellite-TV service provider has struck a partnership with Starcom MediaVest, a unit of Publicis Groupe SA that buys ad time on behalf of heavyweight marketers such as Procter & Gamble Co. and Coca-Cola Co. Starcom has committed to spend $10 million to $20 million on the new service next year.
DirecTV plans to roll out its targeted ad service in August or September next year.
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