<p><strong><em>DIRECTV 广告通过 TBWA\Chiat\Day LA 和 Starcom US 为其融合电视平台提供创意案例</em></strong></p>
<p>, /PRNewswire/ -- 随着电视和广告行业齐聚纽约市参加 Upfront 周，DIRECTV 广告正在推出一项多渠道的户外（OOH）和数字营销活动，将这一年度盛会转变为其融合电视平台每天所提供的生动隐喻。</p>
<p>继续阅读</p>
<p><img src="https://imageproxy.pbkrs.com/https://www.prnewswire.com/news-releases/null?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://www.prnewswire.com/news-releases/null"/></p>
<p>Upfront 周是 DIRECTV 新广告活动的为期一周的隐喻</p>
<p>&#34;在这一周内，每个主要的节目制作人和流媒体平台都聚集在一个地方，&#34;DIRECTV 广告首席广告官 Amy Leifer 表示。&#34;Upfront 周一直以来都是展示电视最佳内容的时刻，当我们从整体上审视这一周时，我们意识到这正是 DIRECTV 每天所做的。我们找到了一种独特的方式向品牌和媒体买家展示，这一周不仅仅是一个行业活动。这是我们价值主张的生动体现。&#34;</p>
<p>新活动结合了高影响力的数字户外（DOOH）广告、针对性的体验品牌活动，以及数字视频、贸易出版物和社交广告。</p>
<p>活动于 5 月 10 日星期日的航班抵达纽约时开始，通过 DIRECTV Remote，在飞机座椅背后的直播电视节目中播放广告。30 秒的广告作为活动的创意视频中心，通过一个有趣的动画视觉之旅欢迎观众参加 Upfront 周，展示 Upfront 周与 DIRECTV 全年所做工作的所有相似之处，标语为 “享受 DIRECTV 的为期一周的隐喻。”</p>
<p>随后，DIRECTV 将在 Upfront 与会者的日常演示、会议和跨城旅行中，通过关键场所和交通枢纽附近的动态数字标牌与他们见面，LED 卡车也将展示 DIRECTV 的信息，以及在世界交汇点（和 Upfront 周）时代广场的数字广告牌。</p>
<p>DIRECTV 的街头团队和品牌大使将携带品牌推车和定制包装的 SUV，战略性地分布在所有 Upfront 活动中，给与会者带来惊喜和愉悦，提供周边产品和城市游览。</p>
<p>每个接触点都强化了 DIRECTV 广告能力的不同证明点，从优质视频和现场体育赛事到流媒体和户外覆盖。活动将在 Upfront 周结束时，通过在与会者返回纽约的航班上播放电视广告来结束。</p>
<p>除了这一周本身，DIRECTV 广告计划通过持续的营销和在 Upfront 购买季节的客户互动来维持势头，将此次活动定位为广告商与平台互动方式更广泛转变的开始。</p>
<p>DIRECTV 广告与创意代理商 TBWA\Chiat\Day LA 和媒体代理商 Starcom US 合作，进行活动概念和执行。由于这两家机构的高管都是 Upfront 活动的常客，他们能够利用作为目标受众的第一手经验，找到在广告行业最繁忙的一周中突破杂乱的创意方式。</p>
<p>&#34;当我们审视 Upfront 周时，它开始感觉像是 DIRECTV 每天所做的完美、虽然略显无意的示范：将整个电视世界聚集在一个地方，&#34;TBWA\Chiat\Day LA 的集团创意总监 Mark Peters 表示。&#34;所以，我们只是乐于指出这一点。&#34;</p>
<p>&#34;媒体生态系统从未如此分散，这为能够统一它的平台创造了真正的机会，&#34;Starcom US 首席执行官 Shelby Saville 表示。&#34;随着受众的不断细分，品牌面临着越来越大的压力，必须以一致性、相关性和规模出现。DIRECTV 提供了一种强大的解决方案：一个统一的平台，连接直播电视、流媒体和户外广告，为观众和品牌创造无缝体验，正如这次活动所展示的那样，正好满足人们的需求。&#34;</p>
<p><strong>关于 DIRECTV 广告：</strong> DIRECTV 广告是融合可寻址领域的先驱，提供行业领先的基于受众的数字和创新媒体解决方案。凭借我们数十年的经验，我们使广告商能够在规模上针对和吸引他们的受众，同时持续衡量活动对品牌目标的影响，以解锁洞察并优化未来的活动。了解更多信息，请访问 www.directvadvertising.com。</p>
<p>有关活动图像，请访问 https://www.directv.com/insider/news/upfronts/.</p>
<p>来源：DIRECTV</p>
<p><img src="https://imageproxy.pbkrs.com/https://rt.prnewswire.com/rt.gif/query-RGF0ZUlkPTIwMjYwNTExJk5ld3NJdGVtSWQ9TEE1NTQyNiZUcmFuc21pc3Npb25fSWQ9MjAyNjA1MTEwNjAxUFJfTkVXU19VU1BSX19fX19MQTU1NDI2?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://rt.prnewswire.com/rt.gif/query-RGF0ZUlkPTIwMjYwNTExJk5ld3NJdGVtSWQ9TEE1NTQyNiZUcmFuc21pc3Npb25fSWQ9MjAyNjA1MTEwNjAxUFJfTkVXU19VU1BSX19fX19MQTU1NDI2"/></p>

宏盟集团

埃培智

<p>DIRECTV 广告将在纽约市的 Upfront 周期间推出一项多渠道的户外和数字营销活动。该活动由 TBWA/Chiat\Day LA 和 Starcom US 共同创作，以此次活动作为其融合电视平台的隐喻。它包括高影响力的数字广告投放、体验式活动和数字广告，旨在展示 DIRECTV 的广告能力。该活动将在 Upfront 周之后继续进行，以保持与客户在整个购买季节的互动</p>

<p><strong><em>DIRECTV Advertising makes a creative case for its converged TV</em></strong> <strong><em>platform with help from TBWA\Chiat\Day LA and Starcom US</em></strong></p>
<div class="lb-trans"><p><strong><em>DIRECTV 广告通过 TBWA\Chiat\Day LA 和 Starcom US 为其融合电视平台提供创意案例</em></strong></p>
</div><p>, /PRNewswire/ -- As the TV and advertising industries descend on New York City for Upfront Week, DIRECTV Advertising is launching a multi-channel out-of-home (OOH) and digital campaign that turns the annual gathering into a living metaphor for what its converged TV platform delivers every day.</p>
<div class="lb-trans"><p>, /PRNewswire/ -- 随着电视和广告行业齐聚纽约市参加 Upfront 周，DIRECTV 广告正在推出一项多渠道的户外（OOH）和数字营销活动，将这一年度盛会转变为其融合电视平台每天所提供的生动隐喻。</p>
</div><p>Continue Reading</p>
<div class="lb-trans"><p>继续阅读</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://www.prnewswire.com/news-releases/null" alt="" original-src="https://www.prnewswire.com/news-releases/null"/></p>
<p>The Upfronts Are A Week-Long Metaphor for DIRECTV In New Ad Campaign</p>
<div class="lb-trans"><p>Upfront 周是 DIRECTV 新广告活动的为期一周的隐喻</p>
</div><p>&#34;For one week, every major programmer and streamer comes together in one place,&#34; said Amy Leifer, Chief Advertising Officer at DIRECTV Advertising. &#34;The Upfronts have always been about showcasing the best of TV, and when we stepped back and looked at the week as a whole, we realized that's exactly what we do at DIRECTV every day. We've found a unique way to show brands and media buyers that this week isn't just an industry event. It's our value proposition come to life.&#34;</p>
<div class="lb-trans"><p>&#34;在这一周内，每个主要的节目制作人和流媒体平台都聚集在一个地方，&#34;DIRECTV 广告首席广告官 Amy Leifer 表示。&#34;Upfront 周一直以来都是展示电视最佳内容的时刻，当我们从整体上审视这一周时，我们意识到这正是 DIRECTV 每天所做的。我们找到了一种独特的方式向品牌和媒体买家展示，这一周不仅仅是一个行业活动。这是我们价值主张的生动体现。&#34;</p>
</div><p>The new campaign features a combination of high-impact digital-out-of-home (DOOH) placements, targeted experiential brand activations, and digital video, trade publication and social advertising.</p>
<div class="lb-trans"><p>新活动结合了高影响力的数字户外（DOOH）广告、针对性的体验品牌活动，以及数字视频、贸易出版物和社交广告。</p>
</div><p>It begins on flights into New York on Sunday, May 10, with spots running on live TV programming on airplane seatbacks through DIRECTV Remote, the company's DOOH network. The :30 spot serves as the creative video centerpiece of the campaign, welcoming viewers to the Upfronts through a playful, animated visual trip that draws out all the parallels between Upfront Week and what DIRECTV does year-round, with the tagline &#34;Enjoy the Week-Long Metaphor for DIRECTV.&#34;</p>
<div class="lb-trans"><p>活动于 5 月 10 日星期日的航班抵达纽约时开始，通过 DIRECTV Remote，在飞机座椅背后的直播电视节目中播放广告。30 秒的广告作为活动的创意视频中心，通过一个有趣的动画视觉之旅欢迎观众参加 Upfront 周，展示 Upfront 周与 DIRECTV 全年所做工作的所有相似之处，标语为 “享受 DIRECTV 的为期一周的隐喻。”</p>
</div><p>DIRECTV will then meet Upfront attendees throughout their daily journey of presentations, meetings, and cross-city travel with dynamic digital signage near key venues and transit hubs, LED trucks will also feature DIRECTV messaging, along with digital billboards at the crossroads of the world (and the Upfronts), Times Square.</p>
<div class="lb-trans"><p>随后，DIRECTV 将在 Upfront 与会者的日常演示、会议和跨城旅行中，通过关键场所和交通枢纽附近的动态数字标牌与他们见面，LED 卡车也将展示 DIRECTV 的信息，以及在世界交汇点（和 Upfront 周）时代广场的数字广告牌。</p>
</div><p>DIRECTV street teams and brand ambassadors with branded carts, and custom wrapped SUVs will be strategically placed across all Upfront events to surprise and delight attendees with swag and rides around the city.</p>
<div class="lb-trans"><p>DIRECTV 的街头团队和品牌大使将携带品牌推车和定制包装的 SUV，战略性地分布在所有 Upfront 活动中，给与会者带来惊喜和愉悦，提供周边产品和城市游览。</p>
</div><p>Each touchpoint reinforces a different proof point of DIRECTV's advertising capabilities, from premium video and live sports to streaming and out-of-home reach. The campaign will conclude at the end of Upfront Week with TV spots on return flights from New York as attendees head home.</p>
<div class="lb-trans"><p>每个接触点都强化了 DIRECTV 广告能力的不同证明点，从优质视频和现场体育赛事到流媒体和户外覆盖。活动将在 Upfront 周结束时，通过在与会者返回纽约的航班上播放电视广告来结束。</p>
</div><p>Beyond the week itself, DIRECTV Advertising plans to sustain the momentum through continued marketing and ongoing client engagement throughout the Upfront buying season, positioning the campaign as the start of a broader shift in how advertisers engage with the platform.</p>
<div class="lb-trans"><p>除了这一周本身，DIRECTV 广告计划通过持续的营销和在 Upfront 购买季节的客户互动来维持势头，将此次活动定位为广告商与平台互动方式更广泛转变的开始。</p>
</div><p>DIRECTV Advertising worked with creative agency TBWA\Chiat\Day LA and media agency Starcom US on the campaign concept and execution. Because executives from both agencies are regulars on the Upfront circuit, they were able to draw on their first-hand experience as the target audience to find creative ways to break through the clutter during one of advertising's busiest weeks.</p>
<div class="lb-trans"><p>DIRECTV 广告与创意代理商 TBWA\Chiat\Day LA 和媒体代理商 Starcom US 合作，进行活动概念和执行。由于这两家机构的高管都是 Upfront 活动的常客，他们能够利用作为目标受众的第一手经验，找到在广告行业最繁忙的一周中突破杂乱的创意方式。</p>
</div><p>&#34;When we looked at Upfronts week, it started to feel like a perfect, if slightly unintentional, demonstration of what DIRECTV does every day: bringing the entire TV world together in one place,&#34; said TBWA\Chiat\Day LA Group Creative Director Mark Peters. &#34;So, we just had fun with pointing that out.&#34;</p>
<div class="lb-trans"><p>&#34;当我们审视 Upfront 周时，它开始感觉像是 DIRECTV 每天所做的完美、虽然略显无意的示范：将整个电视世界聚集在一个地方，&#34;TBWA\Chiat\Day LA 的集团创意总监 Mark Peters 表示。&#34;所以，我们只是乐于指出这一点。&#34;</p>
</div><p>&#34;The media ecosystem has never been more fragmented, and that creates a real opportunity for platforms that can unify it,&#34; said Shelby Saville, Chief Executive Officer, Starcom US. &#34;As audiences continue to splinter, brands are under growing pressure to show up with consistency, relevance and scale. DIRECTV offers something powerful: a unified platform that connects live TV, streaming and out of home, creating a seamless experience for viewers and brands, one that meets people exactly where they are, just like this campaign.&#34;</p>
<div class="lb-trans"><p>&#34;媒体生态系统从未如此分散，这为能够统一它的平台创造了真正的机会，&#34;Starcom US 首席执行官 Shelby Saville 表示。&#34;随着受众的不断细分，品牌面临着越来越大的压力，必须以一致性、相关性和规模出现。DIRECTV 提供了一种强大的解决方案：一个统一的平台，连接直播电视、流媒体和户外广告，为观众和品牌创造无缝体验，正如这次活动所展示的那样，正好满足人们的需求。&#34;</p>
</div><p><strong>ABOUT DIRECTV ADVERTISING:</strong> DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry-leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns. Learn more at www.directvadvertising.com.</p>
<div class="lb-trans"><p><strong>关于 DIRECTV 广告：</strong> DIRECTV 广告是融合可寻址领域的先驱，提供行业领先的基于受众的数字和创新媒体解决方案。凭借我们数十年的经验，我们使广告商能够在规模上针对和吸引他们的受众，同时持续衡量活动对品牌目标的影响，以解锁洞察并优化未来的活动。了解更多信息，请访问 www.directvadvertising.com。</p>
</div><p>For campaign images, visit https://www.directv.com/insider/news/upfronts/.</p>
<div class="lb-trans"><p>有关活动图像，请访问 https://www.directv.com/insider/news/upfronts/.</p>
</div><p>SOURCE DIRECTV</p>
<div class="lb-trans"><p>来源：DIRECTV</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://rt.prnewswire.com/rt.gif/query-RGF0ZUlkPTIwMjYwNTExJk5ld3NJdGVtSWQ9TEE1NTQyNiZUcmFuc21pc3Npb25fSWQ9MjAyNjA1MTEwNjAxUFJfTkVXU19VU1BSX19fX19MQTU1NDI2" alt="" original-src="https://rt.prnewswire.com/rt.gif?NewsItemId=LA55426&amp;Transmission_Id=202605110601PR_NEWS_USPR_____LA55426&amp;DateId=20260511"/></p>

06:01 ET 前期广告活动成为 DIRECTV 新广告宣传中的一周隐喻