AT&T rolls out multi-platform AdWorks Blueprint audience targeting effort
AT&T (NYSE:T) introduced AdWorks Blueprint, an audience-targeting initiative that combines anonymous data from the operator's mobile, online and TV users with insights from third-party data providers to help advertisers deliver more relevant messages.
The effort comprises three platforms: AT&T AdWorks Mobile Blueprint, AT&T AdWorks Online Blueprint and AT&T AdWorks TV Blueprint. Mobile Blueprint leverages more than 250 demographic, psychographic and contextual audience attributes culled from anonymous AT&T subscriber data, enabling brands to appeal to consumers regardless of mobile device type or operating system. Mobile Blueprint also can integrate an advertiser's anonymous customer database to reach optimal audience segments across the AT&T AdWorks Mobile Audience Network: For example, Maria Mandel Dunsche, head of marketing and media for AT&T's AdWorks, told AdAge that an advertiser could hypothetically target mobile display or video ads to Hispanic mothers with household incomes above $50,000 living in rural areas who often stream video.
AT&T AdWorks Online Blueprint builds Web audience segments from more than 4 billion anonymous data signals derived from search activity, browsing patterns, Wi-Fi hotspot data and viewing habits. From there, AT&T can predict audiences' interest in a particular category--e.g., "sports fans" or "pet lovers"--and deliver the relevant ad on its AdWorks Online Audience Network. AdWorks TV Blueprint uses anonymous viewership data from 12.7 million AT&T U-verse digital receivers to develop custom media plans that identify optimal TV networks and schedules--AdWorks TV Blueprint media plans also can run on the AT&T AdWorks Television Audience Network, a new platform that creates a connected network consisting of AT&T U-verse TV households and Multichannel Video Programming Distributors.
All AT&T AdWorks data is anonymous to protect consumer privacy. AT&T subscribers may also opt out of receiving targeted ads.
Mandel Dunsche said advertisers can run AdWorks Blueprint campaigns targeting the same customer demographic across all three platforms, but "what you can't do yet [is] reach the same user across all channels. There's a number of obstacles: There's platform obstacles, privacy obstacles, data obstacles, measurement obstacles… What you're seeing is that we're laying the groundwork in order to have the capability to do that."
AT&T AdWorks Blueprint recalls rival efforts like Verizon Wireless' (NYSE:VZ) Precision Market Insights unit, which collects data on millions of subscribers to help advertisers identify trends like which iOS and Android applications are in use in which geographic regions, and Verizon Selects, a related program using location, Web browsing and mobile app usage data to serve targeted promotions to opt-in subscribers.
AdWorks Blueprint also brings to mind Sprint Nextel's (NYSE:S) Pinsight Media+ targeted advertising service, which launched in 2012 in partnership with mobile advertising services provider Amobee. Pinsight Media+ connects marketers and third-party publishers with mobile advertising networks including Jumptap and RedMas. Sprint subscribers can select whether they wish to share anonymous information about their location and mobile device activities, with customers who consent to the program receiving targeted ads delivered across operator-owned properties as well as third-party properties.
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