“Right user. Right place. Right time.”
You’ve heard it before. In fact, if you work in this business, you’ve likely seen that phrase on a myriad websites, during panels and presentations at conferences, and you’ve probably even heard it during a sales pitch.
And why not? It’s a good, catchy phrase.
Right user. Right Place. Right Time. It’s the “holy grail” — essentially what every advertiser is looking for. After all, what brand wants to invest in creating beautiful, entertaining and engaging ad experiences, only to deliver them to viewers at the most inopportune time?
Unfortunately, that’s what many advertisers have been stuck dealing with.
Right user, wrong place, wrong time is actually more like it. Because even with all of the growth in programmatic ad technology, reaching people with targeted ads across multiple devices has not been easy to achieve at scale.
We are currently testing Cross-Screen Addressable Advertising with AT&T AdWorks that will give the advertisers in the trial the ability to create, execute and measure a single campaign across TVs, smartphones and tablets. That means serving a holiday shopping ad while the whole family catches up on their favorite TV show — and potentially following it up with a downloadable coupon on mobile a few hours later.
So why AT&T AdWorks, and why now?
It’s simple. AT&T AdWorks is the leader in addressable advertising with the capability to serve household specific ads to over 12 million homes across the U.S. – the largest addressable advertising platform.
As for the timing, the consumer market has finally reached a point where there are enough homes that actually have addressable set-top boxes for these campaigns to be economical. And that number is slated to increase, with one out of every four homes having an addressable TV or streaming media device by the end of this year, according to Parks Associates.
You can find out more about the trial in the press release.