AT&T Adds DirecTV Mobile/TV Everywhere To Addressable Platform

by Wayne Friedman , September 21, 2016

AT&T AdWorks is adding addressable ad inventory from DirecTV mobile/TV Everywhere video content to its traditional TV addressable offerings.

Already offering nearly 14 million addressable TV households through DirecTV, AT&T will add DirecTV TV Everywhere content through its app and third party mobile Web sites on some 30 million mobile devices.

AT&T says this cross-screen addressable offering is expected to launch in the fourth quarter of 2016.

The company says it has seen a 50% increase in the number of unique streamers using the DirecTV app since combining the DirecTV and AT&T efforts. It now serves more than 60 million streams and downloads a month.

The company says advertisers can deliver ads on about 70 live channels via the DirecTV pay-TV app, including live sports and news content.

In one trial, AT&T noted that a luxury automotive campaign saw an 87% lift in sales for that model among households viewing an addressable ad on both TV and mobile. The company has been doing a series of cross-screen addressable TV and mobile advertising trials with multiple companies.

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2 comments about "AT&T Adds DirecTV Mobile/TV Everywhere To Addressable Platform ".

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Ed Papazian from Media Dynamics Inc, September 21, 2016 at 1:08 p.m.
It would be far more informative if the average "lift" was given, not merely what is probably the highest lift. Also important to know would be what the same dollars would have bought on "linear TV" in the usual manner and what "lift" would be expected under such conditions. Also, the time frame is important. How long did these "lifts" last after assumed consumer ad exposure----a day, a week, a month, longer? Did the lift rates taper sharply off as the time between exposures increased? Were these new campaigns or long running ones? How many "exposures" were needed to influence a sale? Could recent or past exposure to the same campaigns in other media, including "linear TV", have had an influence of the sales "lifts"? These and many other questions are the kinds of issues that a serious advertiser and/or an agency would raise in evaluating the merits of this "addressable TV" option. I assume that the AT&T folks can answer them.
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Darrin Stephens from McMann & Tate, September 22, 2016 at 2:49 p.m.

A more likely scenario: The lift in sales was due mostly to a traditional TV ad campaign which ran concurrently with the addressable one. I know it sounds crazy, but I've asked about these sales lifts in agency meetings and the response was that they can't isolate the impact of just the addressable advertising if said advertising was not in a vacuum (which it rarely is).