AT&T - (In-house Production)
Description
Vocal Characteristics
Language
EnglishVoice Age
Middle Aged (35-54)Accents
North American (General)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
A T and T has a startling 130 years of adaptive technological innovation, but invention is only half the battle and staying relevant. The consumer marketplace also requires innovation, presenting new, complex challenges for brands seeking to connect on emerging platforms and communication trends. Millennials choice content is more tied to mobile experiences than previous generations, presenting a tough demographic challenge, an audience not bound by traditional TV schedules. Larger linear buys for sporadic millennial views proved costly while over exposing the brand to A T and T s core audience off 35 plus hearts and science crafted an elegant solution. Blending digital audience building with TV viewership behaviors to create advanced TV, a breakthrough media scoring system identifying key partners. We crafted a programmatic execution that effectively managed to frequency with a focus on robust supply strategy and accessible inventory of premium products. At preferred prices, we used private auctions to purchase O. T T inventory measurement called for more reinvention. Separately, TV and digital tracking offered flawed, incomplete understandings off content consumption across screens collaborating with live ramp. We wear A T and T s set top box data to our digital media exposures with a household identity graph Bridging the divide. This evolved upfront strategy answered both objectives. Reducing frequency for a core audience while better locating are emerging millennial audience better still, this bolstered A T and T s bottom line. When consumers were exposed to both linear and O. T T media, they converted at a 73% higher rate than TV alone, simply another innovation for the company that's been dreaming them up for 130 years.