AT&T AdWorks

Advertisers will soon be able to buy linear TV advertising programmatically from AT&T in its 26 million homes, using data targeting that has been widely used for Web video. Advertisers will be able to bring their own data to a self-service, “private marketplace.”  They will be able to see results in a fully transparent manner, explains Jason […]

LAS VEGAS –  After its $48.5 billion acquisition of DirecTV and its alliance with Opera Mediaworks, AT&T AdWorks is delivering addressable ads to the household at scale via its cable and satellite boxes and to IP devices, says  AT&T’s Matthew Van Houten, Director, Strategy and Business Development. We spoke with him earlier this month at CES for […]

FORT LAUDERDALE — As multichannel video providers adjust to the daily shifts in the TV, consumption and advertising businesses, many are diving deeper into advertising opportunities. At the recent Beet.TV executive retreat, operators shared their vision on how partnerships look in the years ahead especially as they dovetail with the growing programmatic ad business. At […]

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according to AT&T AdWorks ad sales VP Jason Brown, who tells […]

FORT LAUDERDALE — AT&T AdWorks says three clients are beta-testing its recently-announced cross-device ad targeting capabilities. This month, the division announced it would offer integrated addressable advertising campaigns across TV and mobile devices, letting advertisers reach the same consumers with the same message across multiple screens. “We’re in three betas with three Fortune-500 companies,”according to AT&T AdWorks ad […]

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 […]

They are the big beasts of the digital-video world. Netflix and Amazon are fast gathering subscribers to their paid, ad-free online video offerings. But, with their platforms gaining traction in the living room, aren’t they ignoring a pretty big TV advertising opportunity? “They’re all spending millions and millions of dollars to produce this content – so […]

The hot discussion in the crossover of television and advertising technology is about household-level TV ad targeting. So-called “addressable” TV is slowly becoming a reality in some markets, promising markets internet-style specific targeting. But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic… […]

The recently approved acquisition of DirecTV by AT&T will drive the adoption of addressable advertising to the set-top box and across screens, explains Rick Welday, the newly appointed CEO of AT&T AdWorks, in this interview with Beet.TV In addition to the massive scale of the newly merged entities, the technical capabilities developed by DirecTV will mean […]

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 […]

In the age of media proliferation, walls between established media types are collapsing. Nowhere more so than in moving images. Where, once, online video was seen as an entirely separate channel from TV, the emergence of multi-faceted screens and cross-screen planning and buying is forcing redefinition. “It’s not TV, digital or mobile – now people are […]

The acquisition of Rentrak by comScore represents “an alternative” approach to Nielsen, says Irwin Gotlieb, Chairman of GroupM, the media buying unit of WPP, in this interview with Beet.TV WPP has had minority ownership positions in both Rentrak and comScore.  It will have a 16 percent stake in the combined company which could go up […]

CANNES – The growth of the scope of Cannes Lions, from a handful of categories – print; 30- and 60-second spots – to what it has become today, is, in the words of Icaro Doria, chief creative officer for DDB NY, “crazy.” “Today I come here, and it’s so inspiring because you literally can do […]

CANNES – “I think what clients are looking for from agencies now is a partner that helps them navigate,” says Lyle Tick, chief growth officer for J. Walter Thompson. “And that’s a lot of what we’ve been doing at J. Walter is restructuring ourselves in order to deliver those types of solutions to our clients […]

CANNES — Addressable TV has been in development for the last decade, but only now is it beginning to reach scale. That means that gross ratings points, or GRPs, may be starting to become obsolete. “You know what’s really silly?” says Michael Bologna, president of GroupM’s Modi Media, in a panel discussion at Cannes recorded by […]

CANNES — Addressable TV promises to be a powerful tool for reaching consumers at scale with creative that’s carefully targeted to them, but how much lift are marketers who are investing in it actually seeing? “You’re seeing 50, 60, 70% increase in sales lift,” says Tracey Scheppach, SMG’s EVP-Precision Video Director, in a panel discussion […]

CANNES — Since the value that addressable TV delivers is widely understood, what’s hampering its adoption?  Investment banker and CEO of LUMA Partners Terence Kawaja asks these panelists in a session taped aboard the AT&T AdWorks yacht. The mindset of big brands accustomed to the notion that they can buy a massive audience of adults […]

CANNES – No longer pie-in-the sky, the long-anticipated technology enabling brands to deliver TV ads  to specific households is finally becoming a reality for cable and satellite operators including AT&T, says Maria Mandel Dunsche VP of Marketing for AT&T AdWorks, in this interview with Beet.TV Not only are brands delivering targeted ads, the technology to […]

The transformation of television and the emergence  “convergent TV,” will take front stage at the Cannes Lions Festival next month, predicts Terence Kawaja, co-founder and CEO of LUMA Partners, a prominent investment bank in the media and adtech sectors. The discussion of addressable TV, and the emerging opportunities for advertisers to deliver targeted advertising to individual cable and satellite […]