AT&T AdWorks Announces Results of Cross-screen Addressable Advertising Trials with Advertisers

AT&T AdWorks and Opera Mediaworks Connected Walmart, AT&T and Other Advertising Trial Participants With their Target Consumers Across TV and Mobile

The results are in. AT&T¹ AdWorks, the nationwide leader in addressable TV advertising, conducted a series of cross-screen addressable² TV and mobile advertising trials with multiple Fortune 100 companies including Walmart and AT&T.

We conducted the trials in collaboration with Opera Mediaworks, one of the world’s largest mobile advertising and marketing platforms, so advertisers could reach their target audiences across TV and mobile devices. Advertisers were able to measure results on a variety of key performance indicators from brand/message favorability to sales.

“These results show the immense value of cross-screen addressable advertising. They also display our innovative audience targeting and measurement capabilities across screens,” said Rick Welday, president, AT&T AdWorks. “We can deliver ads to a brand’s target audience. And we can measure how addressable advertising performs across platforms. This is a huge opportunity for brands.”

AT&T Mobility

We tested the impact of cross-screen addressable advertising on our own products and services. We served addressable ads for AT&T’s mobility service and measured the effect addressable advertising had on bringing in new customers. We delivered these ads to a subset of DIRECTV customers who did not have an AT&T mobility service registered at the same address.

Our addressable TV advertising results showed a 19% lift in sales. There was an additional lift in sales to nearly 27% when a consumer received the same addressable ad on both their TV and mobile devices.³

Walmart

The cross-screen addressable advertising trial for Walmart targeted a custom audience, and held out a control group. When comparing treatment and control groups, the cross-screen addressable campaign showed a statistically significant lift in both brand and message favorability.

Luxury Automotive Manufacturer

The luxury auto campaign focused on driving sales for a specific high-end model. We targeted households anonymously identified as in the market for a luxury car. Through the trial we saw an 87% lift in sales for the luxury model among households that saw the addressable ad on both TV and mobile.⁴

Cross-screen addressable advertising is changing the way advertisers connect with audiences. AT&T AdWorks can help advertisers reach the right consumer with the right message. And advertisers can reach consumers on the right device when they are most interested in engaging with the brand.

“The ability for brands to target their audiences across two of the most powerful screens today in a coordinated manner and in a premium environment is highly effective over other targeting methods,” said Mike Owen, executive vice president, North America sales, Opera Mediaworks. “We are delighted with such strong, positive results from our trial with AT&T AdWorks and hope to continue delivering innovative brand experiences that evoke emotion and deliver real outcomes to brands through this collaboration.”

In these trials, AT&T AdWorks combined AT&T’s ability to deliver household-specific ads to nearly 13 million households⁵, the nation’s largest TV addressable advertising platform, with Opera Mediaworks’ cross-carrier mobile technology. Opera Mediaworks can reach more than 285 million mobile devices on major U.S. wireless carriers through its mobile ad technology. It has the second-largest penetration on the global top 1000 apps. The majority of smartphones in the U.S. already receive customized ads from Opera within thousands of popular apps. These trials extend the advertisers’ reach and helps them better target, drive engagement and measure a campaign’s success from end to end.

The privacy of our customers is always top of mind. We don’t share personal information with advertisers, but simply serve ads to anonymous audience segments on behalf of those advertisers. Consumers can opt-out and opt back in to the service whenever they choose.

For advertisers who want to learn more, we’re hosting customized Addressable Upfronts. We customize our events for advertisers by vertical. Through customization, we make it possible for advertisers to discuss their unique addressable advertising needs related directly to their business.

¹ AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

² Addressable advertising is referred to as “Relevant Advertising” in the AT&T Privacy Policy, and subscribers may opt-out of receiving it.

³ The control group included consumers who were already being exposed to current AT&T advertising. This tested incremental conversions. The lift shows that cross screen advertising is more effective than regular advertising alone.

⁴ Sales lift refers to sales of the specific vehicle featured in the advertisement.

⁵ The 13 million addressable households are a subset of DIRECTV subscribers.