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AT&T AdWorks Unveils New State-Of-The-Art Media Lab

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Interactive Space Opens Today in Rockefeller Center

AT&T1 AdWorks announced today the opening of its Media Lab, a new interactive space designed to inspire marketers and bring our unique advertising capabilities to life. The new AT&T AdWorks Lab shows the future of media consumption and how marketers can most efficiently reach their targets across any platform. 

The AT&T AdWorks Lab experience starts in the Living Room of the Future then continues on a journey through 3,000 square feet of top-of-the-line technology. AT&T AdWorks has built the room around the consumer’s life. It comes with multi-screen viewing, OTT platforms and several exciting third-party IoT consumer devices. The Living Room of the Future also looks into how these devices will work together in the future to enable more targeted advertising.

Visitors can interact with a series of data visualization tools that bring to life data that powers audience targeting approaches in TV, mobile and OOH.   

People can also learn more about IoT, Connected Car, Big Data and other AT&T innovations. The AT&T AdWorks Lab also features new, emerging devices from smart refrigerators and 3-D printers, to a customized trip to outer space via virtual reality.

Other demos visitors will experience at the AT&T AdWorks Lab include:

  • AT&T AdWorks’ new Data-Driven Linear TV advertising product
  • Addressable TV and Cross-Screen Advertising
  • AT&T AdWorks’ Video Inventory Platform (VIP) 
  • Interactive Data Visualization Mapping TV Viewing Behaviors, OOH & Location-based Data Visualizations
  • Futuristic Connected Car

“The new AT&T AdWorks Lab brings industry-leading intelligence to life and allows advertisers to take part in a fully immersive experience that provides a deeper understanding of consumer behavior,” said Rick Welday, president, AT&T AdWorks.

The new AT&T AdWorks Lab is located at 1 Rockefeller Plaza, 5th floor, New York, and will host 100 customized “Addressable Upfronts” featuring breakthrough cross-screen addressable advertising opportunities.  As part of the tour experience, AT&T AdWorks will be sharing research for a whitepaper on Addressable TV advertising.  

About AT&T AdWorks

AT&T AdWorks is a 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, Data-Driven Linear , Interactive TV and Premium Digital Video Advertising (including DIRECTV NOW and Otter Media properties).

About AT&T

AT&T Inc. (NYSE:T) helps millions around the globe connect with leading entertainment, business, mobile and high speed internet services. We offer the nation’s best data network* and the best global coverage of any U.S. wireless provider.** We’re one of the world’s largest providers of pay TV. We have TV customers in the U.S. and 11 Latin American countries. Nearly 3.5 million companies, from small to large businesses around the globe, turn to AT&T for our highly secure smart solutions. 

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*Claim based on the Nielsen Certified Data Network Score. Score includes data reported by wireless consumers in the Nielsen Mobile Insights survey, network measurements from Nielsen Mobile Performance and Nielsen Drive Test Benchmarks for Q3+Q4 2016 across 121 markets.

**Global coverage claim based on offering discounted voice and data roaming; LTE roaming; and voice roaming 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.

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