AT&T AdWorks TV Blueprint Campaign Delivers 33% More Efficient Target CPM and Nearly Doubles Engagement Results
NEW YORK, April 29, 2014 —AT&T* AdWorks launched an advanced TV campaign for a major automotive company that included TV audience targeting through AT&T AdWorks TV BlueprintSM in combination with interactive in-commercial overlays and an interactive TV channel (iChannel). The campaign drove a 33 percent more efficient target CPM and nearly doubled traffic to the company’s iChannel. The results demonstrated that TV Blueprint delivers stronger targeting and engagement results than previous iChannel auto campaigns that used traditional contextual media schedules.
“AT&T AdWorks is reinventing how advertisers target and engage with television viewers across screens,” said Mike Welch, president, AT&T AdWorks. “Our advanced TV advertising solutions, including audience targeting through TV Blueprint and iTV offerings such as dedicated branded iChannels and in-commercial overlays, provides a new level of audience engagement, brand awareness and lead generation in television advertising. As our auto campaign demonstrated, AT&T AdWorks’ advanced TV solutions are successful in increasing opportunities and cost efficiencies for advertisers.”
AT&T AdWorks leveraged TV Blueprint to better understand and target potential customers of the auto company beyond simple indicators such as age and gender. TV Blueprint matched the company’s specific targeting variables with aggregate and anonymous viewership insights from more than 15 million AT&T U-verse® set-top boxes. Approximately 28 percent of AT&T U-verse TV households (HH) matched the company’s target criteria. Using this viewership data, combined with the TV Blueprint proprietary predictive model developed by AT&T Labs, AT&T AdWorks delivered a targeted media plan focused on the networks, days and day parts being watched most by the target audience.
AT&T AdWorks ran the automotive company’s TV Blueprint campaign simultaneously with a similar traditional media campaign to analyze media efficiency. The results demonstrated the higher value of the TV Blueprint solution over the traditional contextual media buy:
- Expanded the media plan from 20 to 28 networks, finding the target audience in places not previously targeted
- Delivered a 33 percent more efficient target HH CPM
- Reached 27 percent more target HH’s
AT&T AdWorks also created a dedicated iChannel to promote the automotive company’s new vehicle model and sponsorship of a college sporting event on a major sports network. AT&T AdWorks positioned interactive in-commercial overlays over TV Blueprint-targeted 30-second commercial spots for the new vehicle model to drive viewers and prospective buyers to the iChannel. The iChannel delivered strong results over the course of the campaign:
- More than 16 million HH media impressions
- More than 52,000 average weekly iChannel application launches
- 2,578 total truck brochure requests
- 3:04 minutes average time spent per visit
The TV Blueprint campaign promoting the iChannel delivered greater reach (91 percent more unique HH iChannel launches) and RFI conversions (31 percent more RFI requests) when compared to other AT&T AdWorks Auto iChannels that used traditional media schedules**.
*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.
**AT&T AdWorks Auto iChannel Benchmarks: Data analysis and benchmarking based on averaging 7 interactive channels that have run on the U-verse platform since 2011.
About AT&T AdWorks
AT&T AdWorks is a leader in Advanced TV advertising focused on reinventing how advertisers target and engage audiences across screens. AT&T’s data advantage enables AdWorks to provide a more efficient national TV media buy and its superior IPTV platform helps deliver engagement beyond the :30 TV spot. For more information, please visit adworks.att.com.
AT&T Inc. (NYSE:T) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and internationally. With a powerful array of network resources that includes the nation’s most reliable 4G LTE network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile Internet, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries. It also offers advanced TV service with the AT&T U-verse® brand. The company’s suite of IP-based business communications services is one of the most advanced in the world.
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