Today Brain Lesser the head of AT&T’s new advertising company Xandr said that AT&T is working on “shoppable commercials” that would pop up on the screen when you pause your show. These ads will take over your screen as an overlay and be an add you could click on to buy the product or learn more. According to Lesser these ads would use your viewer data to make the ads customized to your interests.
Customized ads to the viewer interests are not new. DIRECTV NOW, Sling TV, YouTube TV all already offer customized ads inside TV shows. These custom ads mean you may see an ad for a movie, but I see an ad for a local event. These ads are more profitable for companies like AT&T and allow them to sell streaming services at a lower cost and make it up with higher ad revenues.
There is no date for when AT&T plans to bring these ads to DIRECTV NOW, AT&T Uverse, or DIRECTV. Xandr was only formed today but is made up of different departments already working at AT&T. These ads could come out tomorrow, or they may come out in a year – we just don’t know. What we do know is AT&T has been looking for ways to make their video services more profitable. Look for AT&Tto continue to look for new ways to make up lost revenue going forward.
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