New AT&T Streaming Offerings: Fewer Barriers, More Ad Opportunities

Something for everybody pretty much describes AT&T’s launch on Nov. 30 of its three new streaming services: DIRECTV NOW, FreeVIEW and Fullscreen. It’s a way to both remove pain points for consumers—such as credit checks or the inability to access traditional cable service—and offer advertisers more VOD-first options, according to the EVP & CMO of […]

 
 

INVIDI Acquired By AT&T/DISH/WPP – Next Stop, Outer Space

MIAMI – The great video ad-tech consolidation wave is continuing, with a twist.  AT&T and DISH have announced plans to acquire addressable TV ad-tech vendor INVIDI. But they are not doing it alone – the pair are joined in the deal by fellow acquirer WPP, the world’s largest ad agency holding group, though it is AT&T […]

 
 

AT&T’s Household, Device Identifiers Key To Cross-Screen Targeting: Mediavest | Spark’s Bokor

Being able to cap the frequency of ad delivery across multiple screens is a big desire among advertisers. It’s also why AT&T’s DIRECTV-U-verse-AT&T Wireless cross-screen addressable offering is “very intriguing,” according to Jonathan Bokor, SVP, Director of Advanced Media at Mediavest | Spark. “AT&T has taken the lead and I think they’re probably the best […]

 
 

DISH, DirecTV Addressable Unit: Buying DMA’s Wasteful For Campaigns

Who would have thought that something so 1990’s as the digital video recorder (DVR) would help to transform political advertising? In the first presidential election to benefit from the granular targeting capabilities of addressable TV advertising, the joint venture between DISH and AT&T-owned DirecTV is helping political campaigns target more than 20 million households at the […]

 
 

Videology Eyes Programmatic’s Missing 99% With AT&T Deal, CEO Ferber explains

The emergence of programmatic ad trading technology in to digital video and TV has not yet garnered as many dollars as it has conversation. But that could change with deals like the one Videology has struck to power programmatic linear TV ads for AT&T. Announced last week, the deal will see AT&T allow a group […]

 
 

Addressable TV Advertising Powers “Considered Purchases,” AT&T AdWork’s Jason Brown

Addressable TV advertising, the delivery of ads to a specific home set-up box, saw its initial value around “sales lift” meaning the affecting of a direct purchase.  As the medium has evolved, marketers are finding value in addressable as it powers “considered purchases,” meaning awareness of goods and services which would be considered for future […]

 
 

Addressable TV Needs Operator Data, SMG’s Steve Murtos

While the technology to deliver television advertisement  to a specific household via the cable box is now viable, the growth of the emerging medium. called “Addressable TV,” is being held back by a lack of access to “granular” household data owned by the cable and satellite operators, says Steve Murtos, SVP Precision Video at Starcom MediaVest […]

 
 

E-commerce Huge: Our Competitor is Walmart, Not other Media Agencies, GroupM Chair Irwin Gotlieb

CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the marketing business, Group M’s Irwin Gotlieb tells Maria Mandel, VP Marketing at AT&T AdWorks, during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes. The shift in shelf space from physical […]

 
 

Interactive TV Future Is Finally Here: AT&T AdWorks’ Dunsche

If you remember the mid-90s futuristic hype about “interactive TV”, you will know the concept goes back a long way. Maria Mandel Dunsche remembers. The VP of AT&T’s AdWorks division has been working with such platforms since 1999, helping brands try to exploit the emerging channel. But it’s only lately the reality has come to pass. “I’ve been in this […]

 
 

AT&T Keen on Data-Driven Ad Buying

FORT LAUDERDALE — MVPDs like AT&T are looking at ways to integrate more data into media buying and planning, says Chris Monteferrante, VP National Sales at AT&T AdWorks, AT&T’s advanced advertising arm, at the recent Beet.TV executive retreat in an interview with Ashley J. Swartz, CEO and Founder of Furious Corp. “We use data to augment buys, […]

 
 

AT&T Advanced Ad Division Zeroes in on ROI, TV Addressability

FORT LAUDERDALE — The advertising focus for 2015 will squarely be on ROI, thanks to the proliferation of programmatic buying, says Chris Monteferrante, VP National Sales at AT&T AdWorks, AT&T’s advanced advertising arm, in an interview with Beet.TV. AT&T AdWorks has rolled out a number of programmatic type products, including its TV Blueprint platform that enables […]

 
 

Beet Commentary: Big Upside in DirecTV-AT&T Deal Resides in Mobile & Latin America, Ashley J. Swartz

While programming has been cited as a motivator for the AT&T-DirectTV deal, the biggest benefits may lie in wireless and Latin America, says Ashley J. Swartz, founder and CEO of Furious Minds, in a commentary for Beet.TV. “What does this deal have that Comcast-Time Warner lacks? That’s wireless,” she says. “Think about the opportunity using […]

 
 

MEC Builds Audience for Client AT&T with Data, Custom Programs, Explains Kaplowitz

LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec. “People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. […]

 
 

AT&T’s Monteferrante: Digital Has Raised Bar For TV Ads

Many in TV and marketing look forward to a future of “addressable advertising”. AT&T is executing on a version of that today – with its TV Blueprint offering, the cable company is helping advertisers reach specific subscribers from its customer base. We’re able to pull in data from over 15 million set-top boxes that are […]

 
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