Following AT&T’s approved acquisition of DIRECTV, the combination creates the industry leader in TV Audience Targeting

NEW YORK, July 30, 2015 AT&T1 today announced DIRECTV Advertising Sales will now be a part of the AT&T AdWorks family. The new entity will enable advertisers to reach their precise TV audiences at an unprecedented scale.  Rick Welday was named President of AT&T AdWorks and will lead the division. 

AT&T AdWorks now combines the precision of DIRECTV’s addressable TV targeting capability, which is the largest addressable TV advertising platform in the U.S., with the reach of AT&T AdWorks TV Blueprint data-driven solution. This industry leading combination, which is called AddressablePlusSM, gives advertisers the ability to reach their target audiences, at scale, delivering a better ROI than traditional approaches to national TV buying.

“The combination of 12 million addressable DIRECTV homes with the 70 million homes in the TV Blueprint audience network puts us in a unique position,” Welday said. “We will continue to reduce wasted spend in traditional national TV ad buys and provide best-in-class post campaign measurement to prove it.”

The combination also provides significant extended reach and scale for TV Everywhere and interactive TV.

AT&T AdWorks Addressable Advertising Opportunities by the Numbers

  • Total TV Households: 26 million
  • Addressable TV Households3: 12 million
  • TV Blueprint Households: 70 million (includes other MVPDs)

DIRECTV Addressable Advertising

The DIRECTV Addressable Advertising platform is the largest addressable TV platform in the U.S. and ensures that messages are delivered only to their target households. Gone are the days of wasteful TV ad buys based solely on age and gender demographics.

DIRECTV’s Addressable Advertising platform is a sophisticated, industry-leading digital technology that reaches target audiences at a household level via the world’s most powerful medium: television. Addressable Advertising campaigns are fueled by set-top box data and third-party data, yielding powerful information about specific target audiences. Advertisers can continually optimize their national TV ad buys, making them even smarter and more effective.

AT&T AdWorks TV BlueprintSM

TV Blueprint is an advanced audience-targeting solution that uses anonymous and aggregate proprietary viewership data from millions of set-top boxes. Using this data, TV Blueprint develops custom, data-optimized media plans to better reach advertisers’ key target audiences. The proprietary algorithm was developed by AT&T Labs and analyzes second-by-second TV viewership behavior. It finds the optimal cable TV networks, days, and times of day to reach target audiences.

With the addition of DIRECTV households, TV Blueprint reaches more than 70 million2 homes across the U.S., providing audience targeting at scale.

Advertisers can now integrate both audience targeting products--household Addressable Advertising and TV Blueprint--to create an industry leading combination called: AddressablePlus.

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 Total monthly subscribers inclusive of AT&T U-verse, DIRECTV, and other MVPDs.

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

About AT&T AdWorks

AT&T AdWorks is a leader in audience targeted advertising. We enable advertisers to reach and engage a target audience while measuring response to their ads across screens. We combine unparalleled scale in addressable TV advertising with the ability to reach those same audiences across premium mobile and online video inventory. The AT&T AdWorks product suite includes:  Addressable TV Advertising, TV Blueprint, AddressablePlusSM, Interactive TV and Premium Digital Video Advertising (including Otter Media properties). For more information, please visit adworks.att.com or follow us on Twitter at @ATTAdWorks.

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. In the U.S., our wireless network offers the nation’s strongest LTE signal and the most reliable 4G LTE network. We offer the best global wireless coverage*. And we help businesses worldwide serve their customers better with our mobility and secure cloud solutions.

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Reliability and signal strength claims based on nationwide carriers’ LTE. Signal strength claim based ONLY on avg. LTE signal strength. LTE not available everywhere.

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