AT&T AdWorks Sets ‘Addressable’ Upfronts

Highlighting the growing importance and availability of targeted advertising,  AT&T AdWorks said it will host what it’s billing as the first “Addressable Upfronts” starting in April.

AT&T AdWorks said the plan is to host more than 100 customized Upfronts nationwide to help clients get a better fix on the company’s addressable targeted advertising capabilities. Of that mix, its New York City event will be held at the AT&T AdWorks Lab.

The ad division noted that the events will highlight its linear Addressable TV offering and its new cross-screen addressable capabilities. Last week, the company noted that it already offers a linear TV addressable advertising solution in its live and playback modes in approximately 13 million households nationwide.

“Our addressable advertising offer maximizes the return on ad spending by matching the right ad with the right household and audience. It’s a more meaningful way of doing advertising. We wanted to apply that same strategy to our upfront events,” Jason Brown, vice president of national advertising sales, AT&T AdWorks, said in a statement. “Our Addressable Upfronts will maximize the time agencies and advertisers invest with us throughout a busy upfront season.”