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DirecTV Close to Hitting Subs With Very Targeted Commercials WSJ

Under a new partnership with Starcom MediaVest, DirecTV may be soon rolling out advertisements specifically targeting households based on their demographics, reports the Wall Street Journal. (Please note that the Journal is behind a pay wall and may want to charge you to read this article.)

For instance, if a dog-owning household may see ads about dog food, while families with children may see minivan commercials, the story notes. Starcom plans to spend $10 million to $20 million on the service in 2011, while DirecTV expects to roll out the service in August or September of next year, the piece says. "Advertisers' biggest complaint so far has been that many tests of this service haven't been big enough in terms of scale," said Laura Desmond, chief executive of Starcom Media Vest. DirecTV has about 19.1 million subscribers. 

Under the plan, an advertiser would tell DirecTV what type of consumer it wishes to reach, and then DirecTV will sift through data from third-party providers to find households that fit the description, the story says. That data may include income, whether the household recently had a baby, or if the household recently purchased a product from the advertiser, although it won't include viewing habits, the article notes.

That data will be loaded into the DirecTV box in the home, and then the box will "vote" for the most likely targeted commercial out of a range of ads that should be shown to the household, the article says.