Chrysler Signs First for DirecTV’s New Interactive Ad Program
DirecTV, Inc. plans to launch an advertising development partner program in September, which will give clients an interactive ad and research vehicle that spans across multiple DirecTV product platforms.
The Chrysler Group is the first to sign a long-term agreement to join the program. Chrysler also has done interactive ad deals with TiVo and EchoStar Communications Corp.’s DISH Network.
“We work with a lot of interactive advertisers, it is an advertising space we are definitely interested in,” said Chrysler Group spokesperson Suraya Dasante.
Chrysler Group will collaborate with DirecTV to define advertising requirements that will impact existing platforms, such as interactive basic set-top receivers, digital video recorders (DVR) and the DirecTV Media Center, and future technologies, said El Segundo, CA-based DirecTV spokesperson Jade Ekstedt.
As part of the agreement, Chrysler Group can customize its media plan with a wide variety of new media tactics. Through the use of a remote control, consumers will be able to order product information about a Chrysler Group product while watching a specific channel and interactive commercial.
As part of the service, DirecTV will perform focus group studies on selected Chrysler Group campaigns, which will help gauge the likelihood of the tactics being successful prior to deployment. In addition, DirecTV will also receive feedback through this analysis, to aid in its continued development of new technology for the overall advertising strategy.
“Interactivity is the inevitable future of television,” said Julie Roehm, director, Chrysler, Jeep and Dodge Communications, Chrysler Group, in a statement. “As marketers we are enthusiastic about the opportunity this partnership presents Chrysler Group to deliver information about our products. It allows us to provide quality content that is relevant to consumers via a medium they want to use.”
Los Angeles-based Twentieth Television oversees all advertising sales on behalf of DirecTV.
EchoStar Communications Corp.’s DISH Network, DirecTV’s satellite television rival, currently has a deal with Chrysler Group sister company Mercedes-Benz USA.
Mercedes-Benz USA gives a sneak preview of its 2006 M-Class SUV to the 10 million subscribers: A 30-second TV spot includes a pop-up message that lets viewers use their TV remotes to link to an interactive environment to preview an expanded version of the TV spot “Test Track,” access a photo gallery and order brochures.
DirecTV recently renewed an advertising services pact with TiVo. The partnership allows DirecTV subscribers to view TiVo’s interactive advertiser showcases, and DirecTV will share its advertising platform with TiVo as well.
According to Reuters, TiVo is also testing a feature that puts billboard ads on the TV screen when users fast-forward through traditional commercials.
Chrysler has worked with TiVo in the past on similar initiatives. For example, an interactive campaign in July 2003 was used to promote its 2004 Crossfire Roadster.
When watching a channel dedicated to the Crossfire promotion, viewers could view video clips, record a special on SpeedVision that featured the Crossfire, record the five short films selected as finalists in the Chrysler Million Dollar Film Festival sweepstakes, or request a CD-ROM with information about the car.
