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AT&T Technology Targets Mobile Customers

6 Aug, 2014 By: Doug McPherson

NEW YORK – AT&T is pitching media buyers a new targeted advertising platform that uses data it collects from the homes of U-verse TV subscribers, mobile phone customers and Internet customers, along with third-party data.

The company says it can use the anonymous data to target relevant ads to consumers grouped in categories such as sports fans and pet lovers.

AT&T executives say the targeted advertising platform can deliver ads to viewers on multiple platforms, but that it can’t yet track how individual viewers consume content on TV, the Web and mobile devices.

While the data is aggregate, anonymous and has no mobile behavior data, Joe Mandese, a writer with MediaPost News, says it could become an important new hook for advertisers and agencies looking to target TV viewers based on the devices they use.

“The new data comes at a time when so-called ‘device targeting’ is emerging as an important potential breakthrough for targeting consumers across mobile, Web, TV and other platforms, and is playing an integral role in many of the attribution systems being developed to help the ad industry understand which platforms are delivering the best consumers for their campaigns,” Mandese says.

Analysts say while the new mobile data is obviously valuable for mobile and wireless industry product and service marketers, it could also play an important role for non-endemic brands for who see mobile usage as important signal. The data could segment users based on when their current wireless plans are expiring, for example, and could be used by carriers to target renewals or conversions.

“Ditto for hand-held devices and operating systems,” Mandese says.

About the Author: Doug McPherson

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