×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Credit: AT&T AdWorks
What's this?
This content is created by an Ad Age Publishing Partner. Find out more about this program.

Cross-Screen Addressable Advertising Is Here

Most Popular

The TV advertising ecosystem had to evolve to survive competition from digital alternatives, and it did. Part of that evolution was the birth of targeted TV advertising and the birth of addressable. Addressable TV advertising continues to rise in popularity, with marketers recognizing the value of audience targeting, efficient ad delivery, and the ability to serve an ad to a target audience at every stage of the marketing funnel, while also being able to attribute ROI to those touchpoints.

As addressable TV continues to grow in scale and adoption, the next phase is cross-screen addressable advertising. Hundreds of millions of devices are used every day, and the people using those devices are accustomed to receiving ads on them. There is tremendous opportunity to scale this product and deliver integrated advertising campaigns to consumers at home and on-the-go.

Extending a Campaign from TV Across Screens

For both marketers and consumers, serving an ad in a relevant context is a better experience. Let's say you're a QSR chain promoting a new coffee flavor. You can serve an addressable TV ad to a defined target audience. And you can serve the same target audience a coupon (via their mobile device) for $1 off coffee in the morning. This type of advertising just makes sense. You're serving your ad to an engaged audience.

Cross-Screen Addressable Advertising Is Measurable

To build on the coupon example, marketers can directly attribute the redemption of the coupon to the mobile ad they served. This also provides an opportunity to measure the effectiveness of different tactics. A marketer could serve a portion of their target audience both the TV ad and the mobile coupon, and then serve a different segment only the mobile coupon. Likely, they'll see the value of combining TV and mobile together. Either way, the results can be measured and provide valuable insights to the marketer.

Case Study

Credit: AT&T AdWorks

To give a real-life example, a recent campaign for a luxury automaker focused on a specific high-end model. The campaign targeted households anonymously which appeared to be in the market for a luxury car. Addressable ads were served to just those consumers across both their TV and mobile devices. The results saw an 87% lift in sales for that model among households that received the same address-able ad on both platforms.

Maximize Return

With cross-screen addressable advertising, you can deliver the right ad to the right audience at the right time while measuring impact across screens.

About the Author

Rick Welday, president, AT&T AdWorks (@ATTAdWorks), currently leads AT&T's national ad sales business. Advertising revenues across AT&T totaled nearly $2 billion in 2016.

About

AT&T AdWorks is a nationwide leader in addressable advertising. We combine unparalleled scale in addressable TV advertising with the best targeting capability in the TV business to deliver a better ROI for advertisers. And we can extend addressable TV campaigns across screens.
In this article:

Read These Next