AT&T AdWorks Hunts Down Multiscreen Viewers
In the ongoing quest to determine an ad’s effectiveness when viewed via numerous media platforms, AT&T Adworks is rising to challenge by partnering with Internet audience measurement firm comScore on a new multiscreen research effort. AdAge.com recently reported on this major media move designed to provide specific information about the impact of cross-platform campaigns.
In development for nearly a year, this research initiative will measure media consumption across TV, online, and mobile by surveying a demographically representative panel of 25,000 consumers. AT&T is currently registering these consumers from comScore’s Internet panel of more than one million U.S. households and more than 850,000 households with AT&T TV, broadband, and wireless service.
“It’s the first behavior-based, three-screen research panel,” said Mandel Dunsche, AT&T AdWorks vice president of marketing and media innovation.
AT&T AdWorks plans to sign up eight marketers to participate in the pilot. The company has already enlisted Ford Motor Co., as well as a consumer packaged goods company, a financial services firm, and a major retailer as its four advertising partners.
Once completed, the research project will be on display at the new AT&T Adworks Lab. This new facility is well equipped with extensive media features that demonstrate the company’s capabilities in regard to TV commerce, interactive TV spots, audience targeting, and data visualization. The goal is to demonstrate what this data can help marketers achieve.
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