To make a clearer point about addressable advertising, the campaign -- called “The Point of More Return” -- offers up a series of humorous videos to help advertisers to stop showing their product to the wrong consumer.
For example, one video shows perplexed kindergarteners who are not particularly interested in a pitch from life insurance salesman in their classroom.
In another, senior citizens in a nursing home are getting a heavy-duty energetic pitch from a salesman for the latest sports car. Another spot has supermodels confused by a salesman with a power tool demonstration in trying to sell the latest steel-toed construction boot.
In a print ad, a sumo wrestler is grimacing while standing in front of a compact car. Another print ad has a young bald man quizzically looking at a blow dryer. The tagline for all of these creative pieces is: “Stop showing the right product to the wrong customer.”
The campaign -- developed in-house by AT&T’s internal creative team -- starts this month and will run through the end of the year on digital, print, out of home platforms, industry conferences, and social media.
AT&T AdWorks, as part of its upfront market efforts, is hosting 100 customized addressable upfronts beginning this month.
AT&T claims that DirecTV satellite TV homes are the nation’s largest addressable platform -- DirecTV has 20.5 million subscribers. AT&T's fiber-cable based U-Verse business has some 5 million video subscribers.
AT&T closed its $49 billion deal for DirecTV last July -- well after much of last year’s upfront advertising activity had commenced.
Since most upfront TV buys are corporate not individual brand purchases, I wonder how AT&T proposes to help target its DirecTV offerings using its AdWorks data. The latter is, as I understand it, based on people who live in households with only one resident, which are not representative of all homes by any means, though here, at least, one gets viewing indicators. However, the main sticking point is the targeting aspect. If an advertiser's upfront buy is for 25 brands in aggregate, do you average the indices for all of the brands, relative to TV viewing estimates? If so, don't the differences---ups and downs---tend to cancell out, rendering the targeting aspect mute? Finally, will anyone but DirecTV guarantee delivery on such metrics. If so, and there is, therefore only one seller in the game, how does the buyer evaluate its anticipated performance relative to the many other TV ad sellers?