Time Warner Cable’s advertising arm is joining up with AT&T AdWorks to integrate AT&T U-verse IPTV (News - Alert) customers in an additional 15 markets into its Interconnects Plus (I+) platform. The end result will be the integration of DirecTV, AT&T U-verse and Verizon (News - Alert) FiOS TV households together into one scheduling grid so that brands can make a consolidated media buy for local ads across all of them.
“This new agreement will make planning, executing and managing media campaigns at the local level dramatically easier for advertisers,” said Mike Welch, president at AT&T (News - Alert) AdWorks. “By ‘hard wiring’ the network to run advertisements across a given DMA with TWCM, we will expand our clients’ reach through one point of contact—making it a seamless process.”
The agreement will kick off for the 2013 broadcast year, targeting customers across 50 networks in the new markets, which include Dallas, Los Angeles, Cleveland, Austin, San Antonio, Milwaukee, Columbus, Charlotte, Kansas City, Green Bay, Dayton, Raleigh, Columbia, Toledo, and Louisville
“This agreement with AT&T AdWorks simplifies the ad buying process for marketers to access consumers and grow their businesses,” Joan Hogan Gillman, EVP of Time Warner (News - Alert) Cable and president of Time Warner Cable Media, in a statement.
“We relentlessly pursue new opportunities to help our clients grow their businesses. Whether it’s launching the first 24/7 Spanish language Regional Sports Network in LA, TWC Deportes, or through agreements with AT&T AdWorks such as this, TWCM is committed to driving innovation on behalf of our clients.”Tara Seals has over thirteen years of experience as a journalist. Her areas of expertise cover the waterfront of the service provider segment, especially mobile networks, devices and applications; and video infrastructure, content and broadcast models.
Edited by Brooke Neuman