AT&T AdWorks has reported it plans to expand its cross-screen addressable ad offering in the 4th quarter of 2016, enabling advertisers to serve ads to their target audience across nearly 14 million TV households, 30 million mobile devices and millions of monthly DIRECTV app streams, the company said.
With the launch, the same addressable campaign can be extended to more than 30 million mobile devices associated with those same homes.
The expansion will include ad inventory in the newly enhanced DIRECTV mobile app, which lets subscribers watch live and recorded programs based on their TV package anywhere.
Advertisers will be able to deliver ads in approximately 70 live channels via the pay-TV app, including live sports and news content.
AT&T AdWorks combines scale in addressable TV advertising with targeting capability in the TV business and extends addressable TV campaigns across screens.
AT&T Inc. (NYSE: T) provides entertainment, mobile, high-speed internet and voice services and pay TV to the US and 11 Latin American countries.