AT&T AdWorks recently announced that it is testing integrated addressable, i.e. relevant, advertising for TV and mobile devices. Marketers will now be able to reach consumers on multiple screens. The feature is powered by AT&T AdWorks and mobile ad platform, Opera Mediaworks.
Marketers taking part in the trial can engage their customers with a TV ad as well as on mobile devices. Mobile ads will be serving relevant content and promote actions such as click-to-call, adding an event to calendar or receiving coupons. In addition, the feature measures engagement such as store visits, coupon redemption as well as purchases.
Rick Welday, President, AT&T AdWorks, says:
“AT&T AdWorks’ ability to deliver household specific TV advertising based on interests and demographics to a rapidly growing base of more than 12m households, combined with Opera Mediaworks’ mobile advertising, will be a game-changer for advertisers and consumers. This trial capability makes it possible for advertisers and their agencies to deliver the same message to consumers on their TV and mobile devices while creating end-to-end campaign measurement. This service also protects the customer’s privacy through multiple safeguards and anonymity.”
AT&T AdWorks has the ability to deliver ads to over 12m households with Opera Mediaworks’ cross-carrier mobile technology. With over 285m mobile subscribers from major US wireless carriers, Opera Mediaworks can engage a wide range of customers.
Mahi de Silva, CEO, Opera Mediaworks, adds:
“Integrated marketing across TV, smartphones and tablets puts influential new tools in the hands of brands and agencies. They can now tell a seamless story to their target audiences at home and on the go. We are very pleased to be working with AT&T AdWorks to trial ground-breaking capabilities for customization, measurement and attribution.”
Opera Mediaworks will select relevant audiences for specific campaigns and send ads to apps on those devices.