Satellite TV giants Dish Network and DirecTV are teaming their sales efforts to offer addressable TV ads for political campaigns this election year, creating a combined reach of more than 20 million households. Political campaigns now will be able to use both operators' addressable capabilities to target at a household level. "The DirecTV/Dish addressable advertising platform utilizes highly sophisticated and targeted technology that will allow political campaigns to specifically reach swing voters with TV ads. Campaigns can focus their message to a precise set of potential voters and eliminate the spending waste," Keith Kazerman, senior VP of ad sales at DirecTV, said in a statement. "The platform not only uniquely monetizes big data, which has become critical to every political campaign, but it does it at scale. It’s the perfect complement to local DMA cable buys and a fiscally compelling alternative to local broadcast." Warren Schlichting, senior VP of Dish media sales, was quoted as adding, "Together, Dish and DirecTV reach nearly one out of every five U.S. television households and usher TV into the modern political age." See the story at http://www.multichannel.com/distribution/dish-directv-team-addressable-political-ads/147908
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