DirecTV To Offer Personalized Ads (DTV, BBY, PG, KO)

DirecTV DTV is set to launch a new feature to advertisers: customized ads. Bloomberg Television reports that starting next year, the satellite provider will give advertisers the ability to program each commercial to each individual household. In 2011, Coca-Cola Company KO, Best Buy Co., Inc. BBY and Procter & Gamble Company PG are expected to spend $10 to $20 million on customized (personal) advertising. According to Bloomberg, research shows that personal TV spots are more effective than traditional advertisements. There is also some evidence to suggest that personal ads can prevent people from changing the channel during a commercial break.