- DIRECTV selects NDS Dynamic™ components to enable seamless video ad insertion into DVRs and measurement of ad insertion events
- NDS Dynamic technology will be deployed on DIRECTV’s SD DVRs, enabling new ad revenues from DVR addressable advertising
NDS, the leading provider of technology solutions for digital pay-TV, today announced that it is working with DIRECTV, America’s number one satellite television provider, to deliver addressable advertising insertion technology and enhanced audience measurement capabilities on the platform. NDS will deliver key elements of its NDS Dynamic suite of advanced advertising solutions including local DVR video ad insertion and advertising audience measurement capabilities.
The NDS Dynamic components delivered to DIRECTV will be deployed on DIRECTV’s SD DVRs allowing seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive.
The implementation for DIRECTV will also see the extension of their existing audience measurement capabilities, already supported by NDS Dynamic. DIRECTV will now be able to collect data on local ad insertion events. This data will support the revenue-generating potential of addressable advertising on the DIRECTV platform with the ability to generate solid feedback on the ads that have been viewed.
This agreement reinforces the long-standing relationship between the two industry leaders. Since 1994, DIRECTV has entrusted market-leading NDS conditional access (CA) to protect its content and safeguard its pay-TV revenues.
“NDS technologies are an important part of our ad insertion project, leveraging DVRs to deliver addressable ads to the households advertisers really want to reach - enabling them to better access their target audiences and providing a more valuable platform for ad delivery,” said Romulo Pontual, Chief Technology Officer at DIRECTV. “NDS has been our trusted technology partner for over 16 years, and we have successfully deployed and implemented a variety of NDS’ next-generation interactive applications,” he continued. “This announcement is a natural evolution in our work together.”
“NDS is committed to enabling next-generation TV advertising, and we are pleased that our long term partner DIRECTV has chosen to deploy elements of the NDS Dynamic solutions to innovate and enhance its business,” said Raffi Kesten, NDS Chief Operating Officer. He continued: “DIRECTV and NDS have successfully collaborated over many years to deliver truly innovative pay-TV to viewers. We look forward to working together to make advanced advertising a reality.”
About NDS
NDS Group Ltd. creates the technologies and applications that enable pay-TV operators to securely deliver digital content to TV STBs (set-top boxes), DVRs (digital video recorders), PCs, mobiles and other multimedia devices. Over 75 of the world’s leading pay-TV platforms rely on NDS solutions to protect and enhance their businesses. VideoGuard® is the world’s market-leading conditional access (CA) and digital rights management (DRM) technology, currently deployed on 145 million active devices, and safeguarding pay-TV service revenues exceeding $50 billion. NDS middleware, including MediaHighway® which enables a host of advanced services for subscribers, has been deployed on 171 million devices. NDS DVR technology, centred around XTV™, leads the global industry with 35 million units deployed. (Deployment figures as of 31st December 2010).
Headquartered in the UK, NDS remains committed to investing in R&D with over 75% of its employees dedicated to pioneering work at development centres in China, Denmark, France, India, Israel, Korea, UK and US. NDS has also implemented a host of initiatives aimed at reducing its carbon footprint and helping digital TV subscribers reduce energy consumption.
NDS Group Ltd. is a private company owned by the Permira Funds and News Corporation. See www.nds.com for more information.