AT&T’s ad business Xandr and Turner (part of AT&T’s WarnerMedia division) today are revealing some details on the types of advanced ad products they’ll be offering in 2019.
Turner has already been using its data-based AudienceNow platform for more targeted ads across linear television. But AudienceNow will now begin incorporating Xandr’s viewership data rounded up from AT&T’s more than 40 million set-top boxes. In addition to better targeting of ads for certain audiences, the integration is promising to provide faster turnaround of campaign posting.
AT&T offered up a glimpse at some in-house testing of the new data sets within AudienceNow by way of a recent campaign for AT&T Mobility. With the Xandr data on board, AT&T Mobility’s ads reached 30% more of their defined audience segment compared to a traditional television buy, according to AT&T. AT&T said advertisers and marketers within the auto, financial, and technology categories will be rolling out campaigns on the enhanced AudienceNow platform this quarter.
Turner is also using Xandr Audience Segments across its digital content properties to provide first-party consumer data to help deliver more relevant advertising. Marketers can buy directly from Turner or programmatically across all of Turner’s digital properties.
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The Turner and Xandr team-up is also working to boost the reach for branded content. Beginning this quarter, advertisers that partner with Turner on branded content can extend their campaigns across Xandr’s addressable TV advertising footprint, which the company said includes more than 15 million households.
Finally, Turner and Xandr are working to provide better attribution to demonstrate the effectiveness of ads in getting consumers to visit digital properties or actual retail locations. The companies said a recent beta trial with a major retailer showed a material lift in store visits resulting from an ad campaign using AT&T first-party set-top-box data as opposed to a traditional campaign using age and gender targeting.