Exploring Cross-Screen Addressable Video Advertising, presented by AT&T AdWorks

The words “sophisticated” and “manual” would seem to be mutually exclusive, yet they go hand in hand with addressable television advertising. That’s because everything’s manual with addressable at this stage of its evolution, according to Mike Bologna, President of MODI Media. “So you could argue that the most sophisticated and exciting part of the television […]

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 […]

While the term “high fidelity” is a relic of 1950’s audio recordings, higher fidelity is one of the potential benefits of cross-screen addressable advertising, says the president of Omnicom’s fledgling Hearts & Science agency. Zak Treuhaft also hears echoes of the early digital media era in the industry wide desire to target consumers wherever they happen […]

The combination of data and technology is bringing some of the best practices developed in digital programmatic advertising to the television-buying world. That same melding when applied to cross-platform targeting affords media planners the ability “to understand consumers wherever they are,” says Evan Hanlon of GroupM North America. What they have in common is two […]

“It’s not the wild, wild West but it’s close to it,” is how Magna NA’s chief David Cohen sees the present cross-device, addressable video advertising landscape. The challenge is coming up with a standardized way of targeting and measuring the results. “It’s the front that I think will get the most amount of effort, interest […]

Call it cross-channel or cross-platform addressability. To Bank of America’s Lou Paskalis, it comes down to “orchestration.” But he wonders whether marketers are up to the challenge of adding value to spontaneous consumer experiences in what could amount to a long-tail investment commitment. “Let’s call it what it really is. Orchestration. I think it’s the […]

Buoyed by trial campaigns involving major brands and its own advertising spend, AT&T has big plans for expanding its addressable cross-platform offerings. By year’s end, its targeted ad solutions will encompass nearly 14 million addressable television households, more than 30 million mobile devices and new inventory within its DIRECTV app. In an interview with Beet.TV, […]