AT&T AdWorks Expands Cross-Screen Addressable Ad Offering
Advertisers will soon be able to serve ads to their target audience with more precision across nearly 14 million TV households, 30 million mobile devices and millions of monthly DIRECTV app streams
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. 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.”
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. 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/.
 The nearly 14 million addressable households are a subset of DIRECTV subscribers.
 Sales lift refers to sales of the specific vehicle featured in the advertisement.
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