AT&T AdWorks Offers 60-Second Addressable Format for Linear TV

AT&T AdWorks, the company’s advanced advertising division, said it has launched the option to serve 60-second ads to its base of about 14 million addressable TV homes, which includes a subset of DirecTV subscribers.

AT&T said it’s adding this new option because advertisers often require more than a 30-second ad to deliver their message on TV.  

AT&T AdWorks now offers 60-, 30- and 15-second linear addressable ad capabilities.

“A 60-second linear addressable ad is a game-changing addition to our platform,” said Rick Welday, president, AT&T AdWorks. “Advertisers, across all different industries, are looking for additional time to engage their target audience, while taking advantage of innovative addressable TV solutions that minimize waste. We’re excited to address this need.”

AT&T AdWorks hosted its first “Addressable Upfronts” earlier this year, and recently launched trade ads touting its addressable ad platform.