— Partnership will Allow Advertisers to Target 20+ Million DIRECTV and DISH Homes Based on i360’s Voter and Issue Segments—
ARLINGTON, VA (JUNE 25, 2014) – D2 Media SalesTM, the strategic relationship between DIRECTV and DISH that offers political campaigns access to the largest household addressable TV advertising platform in the nation, has joined forces with i360, the leading data and technology provider to the pro-free-market political industry, to provide pre-matched voter and issue data for Republican and conservative campaigns. The arrangement will allow participating campaigns and advocacy organizations to target their TV ads at the household level using issue data contained in the i360 database.
DIRECTV and DISH formed D2 Media Sales earlier this year providing political advertisers unprecedented scale and reach. The joint sales operation allows participating statewide political campaigns and advocacy campaigns to target their TV ads at the household level within 20+ million DIRECTV and DISH homes. Integrating i360, right of center campaigns and organizations can now choose from over 35 pre-matched segments focusing on voter registration, party affiliation, likelihood to turnout, persuadability, economic and social issues and more — all on the D2 platform.
“Addressable advertising is a game changer in political advertising, allowing clients to target voters on television the same way they would through the mail, on the phone, at the door or online,” said Michael Palmer, President of i360. “This nationwide match will allow conservative groups to bring more data-driven strategies to their TV buying plans, focusing ads on the voters we need to win.”
“By working with i360, D2 Media Sales will be able to offer political campaigns the ability to focus their message to a very precise set of voters,” said Keith Kazerman, SVP Ad Sales for DIRECTV. “The addressable advertising platform D2 Media Sales offers campaigns will allow them to combine the precision of direct mail and the accountability of digital with the reach and emotional impact of television.”
“Combining the forward-thinking technology of D2 Media Sales with i360 data, campaigns can deliver relevant ads to the voters they seek,” said Warren Schlichting, DISH senior vice president of media sales. “Together, we help campaigns make their ads more effective and their dollars more efficient.”
Using D2 Media Sales, political campaigns will be able to extend their reach to target a precise message to over 20 million individual households at the state and/or national level for the first time, allowing campaigns to spend their advertising dollars more effectively. Political advertisers will now be able to combine the emotional impact of a TV ad with the precision and accuracy of direct mail marketing.
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 20 million customers access to more than 190 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 12 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 than15.5 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 www.directv.com.
DISH Network Corporation (NASDAQ: DISH), through its subsidiaries, provides approximately 14.097 million pay-TV subscribers, as of March 31, 2014, with the highest quality programming and technology with the most choices at the best value. Subscribers enjoy a high definition line-up with more than 200 national HD channels, the most international channels, and award-winning HD and DVR technology. DISH Network Corporation is a Fortune 250 company. Visit www.dish.com.
i360 is the leading data and technology resource for the pro-free-market political and advocacy community. i360’s fully integrated and constantly updated database of 190+ million active voters and 250+ million US consumers provides hundreds of data points on every American adult. With the most comprehensive view of current and potentially politically active Americans, i360 can help you understand, refine and target your ideal audience. Visit www.i-360.com.