AT&T AdWorks, the TV advertiser, wants to launch cross-screen ads by the last quarter of 2016. These new ad formats are to offer marketers a way to bridge the gap between TV and mobile device audiences. The company reaches 14m addressable TV households.
AT&T AdWorks to release cross-screen advertising
Advertisers will be able to showcase their campaigns to the same target audiences, but include DIRECTV app content as well as mobile sites and apps.
Indeed, this extends AT&T AdWorks’ reach to over 30m mobile devices across homes.
The DIRECTV mobile app lets subscribers view live and recorded programmes based on their viewing packages. With over 70 live channels, DIRECTV app has increased its number of unique streamers by 50% since it was combined with AT&T. It now serves over 60m streams and downloads to consumers.
DIRECTV mobile app
Rick Welday, President, AT&T AdWorks, explains:
“This is a scalable, verifiable and transparent way of targeting and measuring advertising that is truly cross-platform. 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.”
AdWorks recently found that TV campaigns in combination with mobile advertising noted a lift in sales of up to 87% for one luxury automotive brand campaign.
The company will be discussing its new addressable TV platform at Advertising Week in New York City next week.