AT&T AdWorks the advertising arm of telecoms giant AT&T, has just released the results of a series of trials on cross-screen TV and mobile advertising. Conducted by Opera Mediaworks, the tests examined how well advertisers were able to reach target audiences and measure the results according to key performance indicators such as brand message and sales.
TV & Mobile Cross Screen trials
The trials were announced in November 2015 and now the results are in.
AT&T AdWorks tested its own AT&T Mobility products for cross-screen advertising impact on engaging new customers. The company targeted DIRECTV customers who did not have an AT&T Mobility service registered. The campaign drove a 19% lift in sales. When targeting a consumer on both TV and mobile devices, lift in sales jumped to nearly 27%.
Retailer Walmart targeted a custom audience versus a control group. The performance of the addressable cross-screen campaign resulted in favourable brand messaging.
Rick Welday, President, AT&T AdWorks, says:
“These results show the immense value of cross-screen addressable advertising. They also display our innovative audience targeting and measurement capabilities across screens. We can deliver ads to a brand’s target audience. And we can measure how addressable advertising performs across platforms. This is a huge opportunity for brands.”
In addition, the trials ran a luxury auto campaign to drive sales for specified high-end models. Households were targeted anonymously and the campaign drove a lift in sales of 87% among households who received both TV and mobile advertising.
Mike Owen, Executive VP, North America sales, Opera Mediaworks, adds:
“The ability for brands to target their audiences across two of the most powerful screens today in a coordinated manner and in a premium environment is highly effective over other targeting methods. We are delighted with such strong, positive results from our trial with AT&T AdWorks and hope to continue delivering innovative brand experiences that evoke emotion and deliver real outcomes to brands through this collaboration.”