• Adweek, Monday, June 29, 2009 10:16 PM

Dish Network, working with GroupM and tech firm Invidi, will launch an addressable advertising system over Dish by early 2010. While the service will start with Dish, DirecTV, which recently signed an agreement with Invidi, will join as a distributor in the second half of 2010, say insiders.

Unlike the now-scuttled Canoe Ventures plan, the Dish-Invidi-GroupM service would offer household-specific addressability by storing targeted ads in individual digital DVR set-top boxes. More than 6 million Dish households have digital DVR-enabled set-top boxes. Dish's total subscriber count stands at 13.6 million.

It is believed that GroupM clients would likely receive a window of exclusivity for buying addressable ads on the Dish service but that after a certain period, all advertisers would have access. "If they can [actually] send individual ads to individual homes we're starting to make some major momentum," says Tracey Scheppach, senior vp, Starcom MediaVest Group.

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