Previously, AT&T AdWorks offered 30-second -- and most recently added 15-second -- linear addressable commercials. AT&T says the longer format will help marketers to get their message across on the platform of precise TV targeting.
The 14 million addressable TV homes come from DirecTV; AT&T just completed its purchase of the satellite multichannel TV company earlier this year.
Overall industry estimates are that addressable TV advertising is projected to reach just under $1 billion in revenue this year, according to eMarketer, rising to $1.6 billion in five years. This year, addressable advertising will represent 1.3% of all TV advertising spending.
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There are some 49.8 million addressable TV homes, according to a survey recently conducted by Starcom MediaVest Group.
“Expanding the number of addressable enabled households is key to future growth,” Maria Mandel Dunsche, vice president of marketing of AT&T AdWorks, told Television News Daily.
She adds: “As addressable scale continues to expand, so does the opportunity for advertisers. Further growth will also extend from cross-screen addressable, which is a key focus for AT&T AdWorks.”
Earlier this year, AT&T AdWorks launched self-service programmatic platform -- Video Inventory Platform (VIP) -- allowing access to linear TV ad inventory across many cable TV networks through its DirectTV and U-Verse TV businesses.
The platform, built by video advertising/technology platform company Videology, and incorporating AT&T’s TV Blueprint audience-base inventory platform, contains premium linear TV inventory across all 210 national DMA markets: 26 million DirecTV and U-verse TV households.
What does this mean, specifically, for a DirecTV customer? What will they see on TV that non-addressable customers won't? And do they have a way to opt out of addressing if they don't want it?