The merger of AT&T and DirecTV is adding much needed reach to targeted TV advertising.
DirecTV's sales team is joining AT&T AdWorks group, forming AddressablePlus, which "gives advertisers the ability to reach their target audiences, at scale, delivering a better ROI than traditional approaches to national TV buying," according to a statement.
The new entity will be led by Rick Welday who assumes the role as president of AT&T AdWorks. Mr. Welday most recently served as senior VP-customer care, AT&T U-Verse video. He has also held the role of chief marketing officer of AT&T's consumer segment.
"The combination of 12 million addressable DirecTV homes with the 70 million homes in the TV Blueprint audience network puts us in a unique position," Mr. Welday said in a release. "We will continue to reduce wasted spend in traditional national TV ad buys and provide best-in-class post campaign measurement to prove it."
While DirecTV provided household addressability to advertisers -- the ability to target audiences down to a household level -- through Blueprint, AT&T offers an audience-targeting solution that lets marketers determine what their target audience is watching and predicts what they will watch in the future.
An AT&T spokesman declined to say if the merger will result in AT&T building out household addressability, but said "As we continue to integrate, AT&T AdWorks will be announcing a number of new products that show how AT&T and DirecTV brings more value to advertisers."
AT&T also promises the combination will provide significant extended reach and scale for TV Everywhere and interactive TV.