AT&T AdWorks Launches Cross-Screen Addressable Advertising Trial

By: Staff | Mar 21 2016
Trial underway with Opera Mediaworks allows advertisers to extend TV ad experience to the same consumers on mobile

AT&T AdWorks is trialing the ability to offer an integrated addressable advertising2 campaign across TV and mobile devices. This trial will let advertisers reach the same consumers with the same message across multiple screens and is powered by AT&T AdWorks, the leader in addressable TV advertising, and Opera Mediaworks, one of the largest mobile ad platforms in the world.

Advertisers in this trial can engage consumers with an ad on TV and extend the ad experience to mobile devices. The mobile ad will serve up relevant content to users, and offer actions that a consumer can take like the ability to click-to-call, adding an event to a calendar or receiving relevant coupons. This new ad product can also measure engagement with the advertising in various ways including a visit to a retail location, coupon redemption, and an in-person or digital purchase.

“AT&T AdWorks’ ability to deliver household specific TV advertising based on interests and demographics to a rapidly growing base of more than 12 million households, combined with Opera Mediaworks’ mobile advertising, will be a game-changer for advertisers and consumers,” said Rick Welday, president, AT&T AdWorks. “This trial capability makes it possible for advertisers and their agencies to deliver the same message to consumers on their TV and mobile devices while creating end-to-end campaign measurement. This service also protects the customer’s privacy through multiple safeguards and anonymity.”

“Integrated marketing across TV, smartphones and tablets puts influential new tools in the hands of brands and agencies. They can now tell a seamless story to their target audiences at home and on the go,” said Mahi de Silva, CEO, Opera Mediaworks. “We are very pleased to be working with AT&T AdWorks to trial ground-breaking capabilities for customization, measurement and attribution.”

AT&T AdWorks can combine AT&T’s ability to deliver household specific ads to more than 12 million households, the largest addressable advertising platform, with Opera Mediaworks’ cross-carrier mobile technology. As a vendor to AT&T, Opera Mediaworks can engage more than 285 million mobile subscribers from major U.S. wireless carriers. The majority of smartphones in the United States already receive customized ads from Opera within thousands of popular apps. This trial extends an advertiser’s reach and helps them better target, drive engagement and measure a campaign’s success from end to end.

AT&T protects the privacy of its customers. Opera will continue to use the same advertising ID it has always used to send ads to the right place. AT&T works with Opera to determine which mobile devices should be included in an audience for a particular ad. Opera sends the ad to apps on those devices.

AT&T does not sell personal information that identifies its customers. AT&T subscribers who do not want to receive addressable advertising can visit the AT&T Privacy Policy and opt out of “Relevant Advertising.” 

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