In what it claims is a TV audience targeting first, AT&T will enable advertisers to plan and buy TV shows based on the composition of wireless users who watch them. The data, which is one of two new audience segments being announced today as part of AT&T AdWorks’ “TV Blueprint” system, will enable brands to target shows based on how many viewers they have with specific wireless devices, operating systems and data usage plans.
The data, which comes from AT&T Wireless’ 70 million-subscriber database, will be fused with the TV audience data from AT&T U-verse subscribers, as well as other cable and satellite TV operators, to create a new composite view of TV viewing by wireless users. While the data is aggregate, anonymous and does not yet include any mobile behavior data, it could become an important new hook for advertisers and agencies looking to target TV viewers based on the devices they use.
The new data comes at a time when so-called “device-targeting” is emerging as an important potential breakthrough for targeting consumers across mobile, Web, TV and other platforms, and is playing an integral role in many of the attribution systems being developed to help the ad industry understand which platforms are delivering the best consumers for their campaigns.
While the new mobile data is obviously valuable for mobile and wireless industry product and service marketers, it could also play an important role for non-endemic brands for who see mobile usage as important signal. The data could segment users based on when their current wireless plans are expiring, for example, and could be used by carriers to target renewals or conversions. Ditto for hand-held devices and operating systems.
How that data would be used by non-endemic advertisers is unclear, but it conceivably could be used to retarget mobile users via TV, which would represent an ironic role reversal as a number of online data management platforms -- Collective, for example -- currently enable TV advertisers to retarget their viewers when they’re online.
AT&T AdWorks claims its Blueprint targeting system currently includes anonymous data from 5.9 million households via 15 million AT&T U-verse TV set-top devices.The second set of audience data being announced today enables advertisers to target TV shows based on individual members of the TV household. In the past, brands had to target TV shows based on whether a particular demographic was a member of the subscribing household, but now it can target explicit demographics individually.