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Turner is using AT&T’s subscriber data to sell targeted TV ads with Xandr

By January 16, 2019No Comments

Big news: Turner ad inventory is now being targeted with AT&T subscriber data (mobile and pay-TV) for more targeted advertising and improved post-campaign measurement. This was discussed as a major benefit of AT&T’s purchase of Warner Media last year.

Quote from Donna Speciale — President of Ad Sales @ Turner:
“I have been a little disappointed in the adoption in the audience area, and this, to me, is going to really help create and speed up the adoption because I think clients are now going to see a lot more results of what audience buying can do for their business, especially using the AT&T data, and really start driving business outcomes for them,”

Share of Turner ad inventory that is audience targeted:
Currently — 5%
Goal — 20–30%

AT&T has 170M customers in aggregate between mobile and pay-tv.

The pay-tv footprint is ≈ 40M individual set-top-boxes across 25M households.

The big question: Can AT&T get other companies that they compete with to combine inventory and audience data into a single system?

The challenge: Networks like NBCUniversal, Turner and Viacom have already rolled out their own platforms.

Current audience targeting platforms:
NBCUniversal (Open A.P.) → Fox, Viacom, Turner and NBCUniversal
2) Turner (AudienceNow) → Turner
3) Viacom (Vantage) → Fox and Viacom

Quote from David Campanelli– Co-Chief Investment Officer @ Horizon Media:
“You need everyone… Even if it’s three quarters of the marketplace and you still have a quarter of the marketplace that’s not connected, it’s still hard for the agencies. At the end of the day, they’re competitors, and I can’t envision a report from Open A.P. saying, ‘Viacom worked, Turner didn’t,’ and Turner being OK with that.”

More #1: Here’s how AT&T’s Xandr and Turner plan to work together in 2019

More #2: 5 things we learned about AT&T’s media and advertising business in 2018

More #3: Xandr’s Amy Leifer on Operating in an Advanced TV Ecosystem

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.