NEW YORK, Sept. 21, 2016 /PRNewswire/ -- AT&T AdWorks
is planning to expand its cross-screen addressable ad offering in
the 4th quarter of 2016.
The nationwide leader in addressable TV advertising is giving
advertisers the ability to serve their target audiences with more
precision across nearly 14 million addressable TV households.[1]
Advertisers can expect to serve ads to those same target audiences
– whether they are watching DIRECTV app content or other mobile
websites and apps.
With the launch, the same addressable campaign can be extended
to more than 30 million mobile devices associated with those same
homes.
The expansion will include ad inventory in the newly enhanced
DIRECTV mobile app, which lets subscribers watch live and recorded
programs based on their TV package virtually anywhere. The updated
DIRECTV app also lets users download most DVR recordings to their
device to watch offline.
Advertisers will be able to deliver ads in approximately 70 live
channels via our pay-TV app, including live sports and news
content. We've seen a 50% increase in the number of unique
streamers using the DIRECTV app since combining DIRECTV with
AT&T, and we currently serve more than 60 million streams and
downloads to our TV customers each month.
"This is a scalable, verifiable and transparent way of targeting
and measuring advertising that is truly cross-platform," said
Rick Welday, president, AT&T
AdWorks. "So an advertiser can serve ads to the same consumer
whether they are watching their TV or using their mobile
devices. Advertisers will have the ability not only to target
an audience, but also to measure results through the full marketing
funnel."
Measureable results
AT&T AdWorks previously
conducted a series of cross-screen addressable TV and mobile
advertising trials with multiple Fortune 100 companies to help
advertisers reach their target audiences across TV and mobile
devices. In one trial, a luxury automotive campaign focused on
driving sales for a specific high-end model saw an 87% lift in
sales for that model among households that saw the addressable ad
on both TV and mobile.[2] Information on other trials can be found
here.
AT&T AdWorks' addressable TV platform delivers
household-specific TV advertising based on an advertiser-defined
target audience in a privacy-compliant manner – regardless of
programming or time of day in both live and playback modes.
AT&T AdWorks can help advertisers reach the right audience
with the right message.
AT&T at Advertising Week
AT&T will have a
large presence at Advertising Week in New
York City next week. Hear from:
- John Stankey, CEO, AT&T
Entertainment Group
- Lori Lee, senior executive vice
president and global marketing officer
- David Christopher, chief
marketing officer, AT&T Entertainment Group
- Rick Welday, president, AT&T
AdWorks
- Brad Bentley, executive vice
president, AT&T Marketing
- Fiona Carter, chief brand
officer, AT&T
- Mike Welch, head of strategy,
product and business development, AT&T AdWorks
- Maria Mandel Dunsche, vice president and head of marketing,
AT&T AdWorks
To see more about AT&T panels at the event visit:
http://www.advertisingweek.com/.
About AT&T AdWorks
AT&T AdWorks is the
nationwide leader in Addressable TV advertising. We combine
unparalleled scale in addressable TV advertising with the best
targeting capability in the TV business to deliver a better ROI for
advertisers. And we can extend addressable TV campaigns across
screens. The AT&T AdWorks product suite includes: Addressable
TV Advertising, TV Blueprint, Interactive TV and Premium Digital
Video Advertising (including Otter Media properties).
About AT&T
AT&T Inc. (NYSE:T) helps millions
around the globe connect with leading entertainment, mobile,
high-speed internet and voice services. We're the world's largest
provider of pay TV. We have TV customers in the U.S. and 11 Latin
American countries. We offer the best global coverage of any U.S.
wireless provider.* And we help businesses worldwide serve their
customers better with our mobility and highly secure cloud
solutions.
Additional information about AT&T products and services is
available at http://about.att.com. Follow our news on Twitter at
@ATT, on Facebook at http://www.facebook.com/att and YouTube at
http://www.youtube.com/att.
© 2016 AT&T Intellectual Property. All rights reserved.
AT&T, the Globe logo and other marks are trademarks and service
marks of AT&T Intellectual Property and/or AT&T affiliated
companies. All other marks contained herein are the property of
their respective owners.
*Global coverage claim based on offering discounted voice and
data roaming; LTE roaming; voice roaming; and world-capable
smartphone and tablets in more countries than any other U.S. based
carrier. International service required. Coverage not available in
all areas. Coverage may vary per country and be limited/restricted
in some countries.
[1] The nearly 14 million addressable households are a subset of
DIRECTV subscribers.
[2] Sales lift refers to sales of the specific vehicle featured
in the advertisement.
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SOURCE AT&T Inc.