TV Upfront

AT&T Plans 100 Upfront Events to Pitch Addressable TV Advertising

Aims to Educate Market on Household-Level Targeting

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AT&T will show marketers and agencies results of some addressable campaigns over the last four years.
AT&T will show marketers and agencies results of some addressable campaigns over the last four years. Credit: AT&T

Despite years and years of indications that addressable TV advertising has arrived, marketers heading into this year's upfront negotiations still don't consider it a robust, regular tool for reaching consumers. To try to finally change that, AT&T AdWorks is planning over 100 events around the country to prove that its targeting initiatives can and do work.

Its first upfront road show is designed to educate the marketplace about addressable TV advertising -- the ability to target specific audiences at a household level.

AT&T will share with agencies and marketers findings from some of the hundreds of addressable campaigns handled by DirecTV, which it bought last year. DirecTV has been in the addressable marketplace for four years.

Late last year AT&T also announced a cross-screen addressable offering, which allows marketers to run an ad on TV that targets a household matching a certain set of criteria, and then serve up a mobile ad and other relevant and interactive content to those same consumers on their devices.

Each road show event will be customized to the marketer and the consumer category or segment they are most interested in reaching, and will showcase best practices based on real-life outcomes, said Jason Brown, VP-national advertising sales, AT&T AdWorks.

"This is not a sales pitch; it is about education," Mr. Brown said.

"The idea of the upfront was based on the concept of scarcity," he added. "And in certain categories like autos and finance, there's a scarcity of audience."

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