DIRECTV signs Volkswagen of America to its addressable advertising platform

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. 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,” said Paul Guyardo, Chief Revenue & Marketing Officer for DIRECTV. DIRECTV’s addressable ads are available on 46 networks in over 11 MM households.