DIRECTV Signs Volkswagen of America to Its Addressable Advertising Platform

  DIRECTV Signs Volkswagen of America to Its Addressable Advertising Platform

Business Wire

EL SEGUNDO, Calif. -- April 23, 2013

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,” said Paul Guyardo, Chief
Revenue & Marketing Officer for DIRECTV. “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.”

DIRECTV’s addressable ads are available on 46 networks in over 11 MM


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 than35 million customers in the U.S. and
Latin America. In the U.S., DIRECTV offers its over 20 million customers
access to more than 185 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 11 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 than 15 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 For more information about Corporate Citizenship at
DIRECTV, please visit

About Volkswagen of America

Founded in 1955, Volkswagen of America, Inc., an operating unit of Volkswagen
Group of America, Inc. (VWoA) is headquartered in Herndon, Virginia. It is a
subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA’s
operations in the United States include research and development, parts and
vehicle processing, parts distribution centers, sales, marketing and service
offices, financial service centers, and its state-of-the-art manufacturing
facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's
largest producers of passenger cars and Europe's largest automaker. VWoA sells
the Beetle, Eos, Golf, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan,
Touareg, and Routan vehicles through approximately 600 independent U.S.


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