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United States : AT&T AdWorks TV Blueprint Campaign Delivers 33% More Efficient Target CPM and Nearly Doubles Engagement Results.

AT&T AdWorks launched an advanced TV campaign for a major automotive company that included TV audience targeting through AT&T AdWorks TV BlueprintSM in combination with interactive in-commercial overlays and an interactive TV channel (iChannel). The campaign drove a 33 percent more efficient target CPM and nearly doubled traffic to the company s iChannel. The results demonstrated that TV Blueprint delivers stronger targeting and engagement results than previous iChannel auto campaigns that used traditional contextual media schedules.

AT&T AdWorks is reinventing how advertisers target and engage with television viewers across screens, said Mike Welch, president, AT&T AdWorks. Our advanced TV advertising solutions, including audience targeting through TV Blueprint and iTV offerings such as dedicated branded iChannels and in-commercial overlays, provides a new level of audience engagement, brand awareness and lead generation in television advertising. As our auto campaign demonstrated, AT&T AdWorks advanced TV solutions are successful in increasing opportunities and cost efficiencies for advertisers.

AT&T AdWorks leveraged TV Blueprint to better understand and target potential customers of the auto company beyond simple indicators such as age and gender. TV Blueprint matched the company s specific targeting variables with aggregate and anonymous viewership insights from more than 15 million AT&T U-verseA set-top boxes. Approximately 28 percent of AT&T U-verse TV households (HH) matched the company s target criteria. Using this viewership data, combined with the TV Blueprint proprietary predictive model developed by AT&T Labs, AT&T AdWorks delivered a targeted media plan focused on the networks, days and day parts being watched most by the target audience.

AT&T AdWorks ran the automotive company s TV Blueprint campaign simultaneously with a similar traditional media campaign to analyze media efficiency. The results demonstrated the higher value of the TV Blueprint solution over the traditional contextual media buy:

Expanded the media plan from 20 to 28 networks, finding the target audience in places not previously targeted

Delivered a 33 percent more efficient target HH CPM

Reached 27 percent more target HH s

AT&T AdWorks also created a dedicated iChannel to promote the automotive company s new vehicle model and sponsorship of a college sporting event on a major sports network. AT&T AdWorks positioned interactive in-commercial overlays over TV Blueprint-targeted 30-second commercial spots for the new vehicle model to drive viewers and prospective buyers to the iChannel.

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Publication:Mena Report
Date:Apr 30, 2014
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