EL SEGUNDO April 23, 2013 – DIRECTV announced today that Volkswagen of America, Inc. (VWoA) is the latest company to “advertise smarter” by taking advantage of DIRECTV’s recently launched, national addressable advertising platform.
VWoA’s deal with DIRECTV, which was fostered by GroupM and MediaCom, makes it the first automotive company in the compact/mid-size class to run an addressable TV ad campaign. This platform will allow the automaker to advertise directly to households who are in the market to purchase a new car. The campaign will showcase VWoA’s Springtoberfest Event and focus on mid-size and compact models.
“Television has always been an important part of our marketing mix and it is critical that we evolve our approach to the channel with technology advancements,” said Raashee Gupta Erry, Media & Connections Planning Manager at VWoA.
”DIRECTV’s new addressable ad platform delivers the power of a thirty second TV ad with the precision targeting of the internet,” said Paul Guyardo, Chief Revenue & Marketing Officer for DIRECTV. “Addressable is perfect for businesses like VW who are looking to reach their best sales prospects – consumers who currently are in-market to buy a new car. This service delivers highly-targeted reach without the waste of a traditional television ad buy.”
DIRECTV’s addressable ads are available on 46 networks in over 11 MM households.
DIRECTV (NASDAQ: DTV) is one of the world’s leading providers of digital television entertainment services delivering a premium video experience through state-of-the-art technology, unmatched programming and industry leading customer service to more than 35 million customers in the U.S. and Latin America. In the U.S., DIRECTV offers its over 20 million customers access to more than 185 HD channels and Dolby-Digital® 5.1 theater-quality sound, access to exclusive sports programming such as NFL SUNDAY TICKET™, Emmy- award winning technology and higher customer satisfaction than the leading cable companies for 11 years running. DIRECTV Latin America, through its subsidiaries and affiliated companies in Brazil, Mexico, Argentina, Venezuela, Colombia, and other Latin American countries, leads the pay TV category in technology, programming and service, delivering an unrivaled digital television experience to more than 15 million customers. DIRECTV sports and entertainment properties include three Regional Sports Networks (Northwest, Rocky Mountain and Pittsburgh) as well as a 42 percent interest in Game Show Network. For the most up-to-date information on DIRECTV, please visit http://www.directv.com. For more information about Corporate Citizenship at DIRECTV, please visit http://www.directv.com/CorporateCitizenship.
About Volkswagen of America
Founded in 1955, Volkswagen of America, Inc., an operating unit of Volkswagen Group of America, Inc. (VWoA) is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world’s largest producers of passenger cars and Europe’s largest automaker. VWoA sells the Beetle, Eos, Golf, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, Touareg, and Routan vehicles through approximately 600 independent U.S. dealers.
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