AT&T AdWorks Uses Humor to Showcase the “Point of More Return” in New Ad Campaign
AT&T AdWorks maximizes the return on ad spending for advertisers and agencies. We deliver advertiser specified and tailored messages to DIRECTV households over the nation’s largest addressable platform.
Addressable advertising2 delivers specific ads to households based on their interests and demographics. We get this information through anonymous set-top box and third-party data. The new campaign highlights how the addressable advertising works and highlights missed opportunity for brands speaking to the wrong audience.
“When you first learn about addressable advertising, there is an ‘aha’ moment. The concept is so intuitive. We offer the scale, inventory and technical capabilities to deliver a unique message to the right audience,” said Maria Mandel Dunsche, vice president, head of marketing AT&T AdWorks. “This campaign communicates the addressable advertising concept in a fun and entertaining way.”
Consider this. If you’re in kindergarten, you’re probably not interested in a life insurance policy. If you’re a senior citizen in a nursing home, you’re likely not the target audience for the latest sports car. If you’re a super model, you’re probably not looking for the latest steel toed construction boot. And, if you’re a sumo wrestler you’re not the right target for a compact car. These are just some examples in AT&T AdWorks’ new campaign, “The Point of More Return.” We’re helping advertisers stop showing their product to the wrong consumer.
The campaign, which was developed in-house by AT&T’s internal creative team, starts this month and will run through the end of the year. See it in print, digital and OOH ads and on social media. You can also see it at industry events.
Working with AT&T AdWorks, advertisers can access the largest TV subscriber base in the U.S. – and the largest addressable and interactive platforms in the industry. For advertisers who want to learn more, we are hosting 100 customized Addressable Upfronts beginning this month. We’ll customize our events for advertisers by vertical. Through customization, we make it possible for advertisers to discuss their unique addressable advertising needs related directly to their business. The new advertising campaign is incorporated into the Upfront experience.
1 AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.