DirecTV, AT&T join forces on TV ad targeting


Michelle Clancy

| 31 July 2015

Days after the completion of the mega-merger between the comms giant and the satellite operator, DirecTV Advertising Sales will now be a part of the AT&T AdWorks family.

The company combines DirecTV's addressable TV targeting capability, which is the largest addressable TV advertising platform in the US, with the reach of AT&T AdWorks TV Blueprint data-driven solution. The combination offering, called AddressablePlus, will be aimed at advertisers interested in national TV buying. Rick Welday was named president of AT&T AdWorks and will lead the division.

DirecTV's Addressable Advertising platform targets pay-TV audiences at a household level with campaigns fuelled by set-top box (STB) data and third-party data. TV Blueprint uses anonymous and aggregate proprietary viewership data from millions of STBs to develop custom, data-optimised media plans to better reach advertisers' key target audiences. The proprietary algorithm was developed by AT&T Labs and analyses second-by-second TV viewership behaviour. It finds the optimal cable TV AddressablePlus networks, days and times of day to reach target audiences.

"The combination of 12 million addressable DirecTV homes with the 70 million homes in the TV Blueprint audience network puts us in a unique position," Welday said. "We will continue to reduce wasted spend in traditional national TV ad buys and provide best-in-class post campaign measurement to prove it."