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The “For the Birds” ad campaign for DirecTV emphasizes customers don’t need a satellite dish anymore for service. The pigeons are voiced by former NFL star Deion Sanders, and actors Steve Buscemi and Henry Winkler. Courtesy: DirecTV Coach Prime wants consumers to know they can watch DirecTV without a satellite dish.  The company best known for providing the traditional TV bundle through satellite dishes posted on the sides of houses and on top of buildings is rolling out the next iteration of its ad campaign, “For the Birds,” with NFL star-turned-college football coach Deion Sanders joining the flock.   The focus of the ad campaign: DirecTV is a streaming company, too. As pay TV distributors — both satellite and cable companies — have seen customers flee for streaming, DirecTV is trying to get the message out that a clunky satellite dish is no longer needed for its service.  “We’ve been selling a streaming product for some time, right? It’s not new to us. But many customers didn’t know,” said Vince Torres, chief marketing officer at DirecTV. “We built this as an alternative. … We know that 80% of people prefer not to put the dish on the side of their house.” Further, the company’s research showed 75% of consumers thought a satellite dish was still required for DirecTV even though it’s had a streaming option since 2016, Torres said. “That’s a very, very large percentage of prospects.” Prime time Colorado head coach Deion Sanders speaks with Colorado quarterback Shedeur Sanders (2) between plays during the home opener game between the Colorado Buffaloes and the the Nebraska Cornhuskers on Saturday, September 9, 2023 at Folsom Field in Boulder, CO.  Icon Sportswire | Icon Sportswire | Getty Images This research and shape-shifting media landscape led DirecTV to refocus its marketing efforts — even as…

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Filed under: News - @ August 14, 2024 6:20 am