VOD: Cross-Screen Addressable

Objectives:

Harness the power of TV and digital to drive VOD sales

Targeting:

HHs with 1+ children present in the household

Execution:
  • Identified HHs with children present to promote a kids’ movie
  • Target segment identified within DIRECTV subscriber
  • Addressable campaign created
  • Campaign flight: 9 days
  • Control/exposed methodology
Result:
  • The VOD advertiser learned how exposing target HHs to both TV and digital Addressable ads affected sales
  • HHs who saw the TV Addressable ad saw a higher lift (12.1%) vs. the control than those only exposed to the Digital ad (7.2%)
  • Target HHs exposed to both the TV and digital ad had the highest lift over the control (36.1%)

 

  +7.2% vs. control+12.1% vs. control+36.1% vs. control 

*Case study result may vary and are based on individual campaign factors. AT&T AdWorks makes no performance warranties.
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