Toyota Seeks Help from DirecTV to Advertise All-Electric RAV4

Toyoota RAV4 EV 2013

DirecTV (NASDAQ:DTV) is teaming up with Toyota Motor Corp. (NYSE:TM) to experiment with a new type of pay-TV ad-targeting called dynamic advertising, which will allow Toyota to directly advertise to the customers it believes would be most likely to purchase one of its new all-electric RAV4 crossovers, according to a report from Bloomberg.

Dynamic advertising allows advertisers and pay-TV companies to directly target potential customers with specifically tailored ads, instead of showing more broadly categorized advertisements based on the typical age and gender viewing a specific program, the publication reports.

For example, dynamic advertising could allow a pay-TV service to recognize a male viewer who happens to enjoy Oprah, and so will run male-targeted ads during Oprah’s show for that particular viewer instead of having him sit through the typically female-centered ads that show during that program.┬áThis will allow companies to better reach the customers they’re looking for, instead of blindly running commercials to people who will likely be uninterested, which makes ad space on pay-TV much more valuable.