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MEDIA KIT

2018
© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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AT&T AdWorks has advanced
TV and multi-screen solutions
for your brand
More Scale

More Targeted

More Screens

We combine unparalleled scale in TV advertising with precise targeting


capabilities to deliver a better ROI for advertisers.
And we can extend addressable TV campaigns across screens.

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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AT&T AdWorks Media Solutions

Linear TV Audience Targeting Sports Interactive TV Multi-Screen


Clusters Addressable TV and NFL SUNDAY TICKET Overlays and iChannels DIRECTV NOW and
Run your ad on the most Cross-Screen Addressable and Live Sports Engage viewers beyond the TV Everywhere
popular, demographically Serve ads to your target Tap into the most passionate traditional :30 spot and allow Whether your audience is at
targeted networks. AT&T audience with the largest fans with NFL SUNDAY them to interact with your home or on the go, connect
AdWorks offers placement linear addressable TV TICKET, exclusively content directly on screen. with them across screens and
within 100+ top-tier networks platform. Find the same on DIRECTV.. Interactive overlays and within premium TV content.
across traditional dayparts. consumers on mobile and iChannels offer viewers a fully
We can guarantee premium custom-branded experience.
desktop across tens of
Super Spots placement in sports
billions of impressions with
Super Spots lock you into programming events year-
Cross-Screen Addressable.
season premieres, finales, and round and sponsorships
other marquee programming. Data-Driven Linear within our Sports Apps.
Unbundle clusters for a
Video on Demand
smarter, targeted linear buy.
Serve ads to actively engaged
Utilize advanced, anonymized
customers via non-skippable
set-top-box data to index the
ad units in premium Video on
networks and dayparts that
Demand content.
best reach your target
audience across all verticals.
© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Addressable TV
Serve ads to your target audience with the largest Efficiency Effectiveness Insights
Eliminate the waste The commercial is sent only AT&T AdWorks offers
national addressable TV platform. Addressable TV is
associated with traditional ad to the specific target detailed post-campaign
the process of serving household specific TV reporting and closed loop
buying and guarantee that household DVRs to be
advertising based on an advertiser defined target in 100% of your impressions are inserted either in live or studies to determine lift and
a privacy compliant manner – regardless of served to your intended playback mode. true ROI using a control vs.
target households. exposed methodology.
programming or time of day in both live and
playback modes.

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Data Partners
Measure the impact and effectiveness of your
Addressable campaign. We deliver an
unparalleled level of campaign insights and
analytics across all categories and verticals.
We proudly work with Acxiom, comScore,
Crossix, Experian, Nielsen, Polk and other
leading data providers to deliver custom data
that verifies and validates our insights as well
as the metrics you define at the outset of
your campaign.

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Presence Across Top-Rated Networks
Addressable Networks

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Cross-Screen Addressable Identify Addressable households that meet advertiser’s
target criteria
Serve ads to the same target audience on TV and
Identify digital devices associated with target
digital devices across tens of billions of impressions.
Addressable homes
By reaching the same consumers across channels,
gain insights into how media can influence sales Serve ads to target audience across TV and
digital devices
lifts and tune-in conversions.
Provide cross-screen measurement across the
marketing funnel

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies8except under written agreement.

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Network Level Optimization

Data-Driven Linear Data-Driven Linear Advantages:


Data-Driven Linear allows advertisers to better Data Inventory Measurement Our Promise
reach their target audience within premium linear Comprehensive data Premium TV inventory Post-campaign A fully transparent
TV inventory. Using anonymized DIRECTV STB data, segments to identify across 75+ networks reporting proves the solution
networks and dayparts are indexed to build a highly your target audience and the most desirable effectiveness of data-
dayparts optimized media
efficient and scalable TV campaign and can be
delivered across our full DIRECTV footprint.

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Multi-Screen Ad Solutions
100%
• Authenticated
Audience
• Premium Long-form
Video
• Safe/Brand-friendly
Environment

TV Everywhere
DIRECTV NOW
Connect with the increasingly fragmented
Influence cord cutters, cord shavers,
TV viewing audience wherever and
millennials, and mobile-only viewers
whenever they are watching content.
with our OTT offering.
Ad Opportunities
Ad Opportunities • Digital Video
• Digital Video Pre/Mid/Post Roll Video
Pre/Mid/Post Roll Video • Dynamic Display Ad
(Companion Banner Ad)

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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iTV

In-Commercial Overlays iChannels


Generate quick engagements Drive brand awareness with a
with your brand without dedicated branded channel
viewers having to exit their that engages viewers with
show. robust functionality.

Interactive Television
Go beyond traditional advertising with Interactive Television through AT&T AdWorks’ largest iTV enabled platform in the industry.
Increase awareness and recall by inviting consumers to interact with your brand through an in-commercial overlay or a fully branded
iChannel. In-depth reporting gives you real insights from consumers who are opting-in to your message.

Telescope Triggering Trailer/Video VOD RFI Polling Coupons Click-to-Record

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Premium Sports
AT&T AdWorks sports fans
watch 35% more sports
than the average viewer1
– sports fans & exclusive
opportunities are a
winning combination

That's because there's more to watch. We offer an


unprecedented 100,000+ hours2 of the biggest live
DIRECTV NFL SUNDAY TICKET
sporting events in TV including the Final Four, NFL Don’t get locked out of the NFL season. AT&T AdWorks offers in-
Playoffs, NBA Finals, Stanley Cup Finals, MLB Playoffs, game, pre-game, and half time placement throughout the
NASCAR and US Open Tennis Finals.
football season.
AT&T AdWorks’ airings of high-profile sporting events
like Monday Night Football, Thursday Night Football & Integrated NFL Branded Opportunities NFL SUNDAY TICKET Max
the NCAA tournament provide ratings scale and place Include on-screen apps, broadcast segments in Engage the most passionate NFL fans anywhere
within the top 25 of Cable Rankers. the RED ZONE CHANNEL, and branding they go. NFL SUNDAY TICKET Max extends
opportunities in the Game Mix Channel. incomparable access to every play, every hit, and
every catch… across virtually ANY device.
1 Nielsen Media Research, 2015, live viewing, broadcast & cable. 2 Nielsen Media Research.
© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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25.5M
Linear TV
An AT&T Cluster buy gives impressions you need at an
impressive value and Super Spots get you access to
the hottest sold-out shows on television

Video on Demand
Viewers want to watch premium TV content

Clusters Super Spots when it is convenient to them. Make the same


impact as primetime TV but with measurable
Run an ad across our full national footprint, Locked out of sold out premium
engagement and non-skippable ad units.
and choose from over 100+ top-tier cable inventory on cable networks? An AT&T
Ad Opportunities
networks aligned into nine demographically AdWorks Super Spot provides the • Pre/Mid/Post Roll Video
targeted clusters for maximum impact. opportunity to secure premium :15, :30, :45, :60, :90 units
AT&T AdWorks clusters allow you to serve inventory during the hottest season
ads to your audience in a powerful yet cost premieres, finales, and other marquee
effective manner. programming.
© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Media Clusters

Adult

Male

Young Adult

Female

Kids

Sports

Lifestyle

News

Spanish Language

Entertainment
*Direct
Response
Information Only

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

adworks.att.com 14 │MEDIA KIT


Media Clusters
Adult

Male

Young Adult

Female

Kids

Sports

Lifestyle

News

Spanish

Entertainment
*Direct
Response
Information Only

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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• Drive Sales
• Generate Leads
• Increase Response
• Measure Attribution
• Ensure Accountability

Direct Response
Short-form Direct Response Long-form Channels
AT&T AdWorks provides comprehensive options ranging from When your message demands more than a sixty-second spot,
targeted clusters, marquee live sporting events, branded our long-form placements give you the time you need.
interactive channels, and our in-demand Addressable capabilities
Block time (monthly)
to meet your advertising needs. • Full-time channel (quarterly or yearly) • Quarterly
• Monthly • Multi-year

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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AT&T AdWorks TV Subscriber Audience Profile
DIRECTV and U-verse

Income Gender Subscriber Coverage Across All 210 DMAs


69% have income $50K+
51% have income $75K+
West Central Northeast r
30% have income $100K+ 14.4% 9.2%
Pacific
22.0% East Central
Male Female 12.1%
Has Children Owns A Home 49% 51% Southwest
17.9% Southeast
51% 77%
24.4%

College Degree Owns A Smart TV


32% 38%
70% Live in A/B counties

Source: Nielsen Media Research, P2+ Universe Estimates 2Q’17


© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Ad Specifications and Delivery

Asset Specifications Documents Traffic Team


• Linear DIRECTV and U-verse Traffic Instructions DIRECTV Linear
adsalestraffic@att.com
• Long-form Infomercial Traffic Instructions
U-verse Linear
• Addressable Traffic Instructions g02794@att.com

• Cross-Screen Addressable Specs Addressable


AddressableTraffic@att.com

• TV Everywhere/DIRECTV NOW Specs

• Interactive Video Specs

• Video on Demand Dynamic Ad Insertion Specs

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

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Contact

Rick Welday Jason Brown Amy Leifer Matt Van Houten


President Vice President, Vice President, Vice President,
Head of Sales Head of Operations Head of Product

rick.welday@att.com jabrown@att.com ableifer@att.com matthew.vanhouten@att.com

CALL US EMAIL US ONLINE


1-888-268-3648 adworks@att.com adworks.att.com
adworks.att.com

New York Chicago Los Angeles


One Rockefeller Plaza 444 N Michigan Avenue 2260 E. Imperial Highway
New York, NY 10020 Chicago, IL 60611 El Segundo, CA 90245

© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

adworks.att.com 19 │MEDIA KIT


© 2018 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement.

adworks.att.com 20 │MEDIA KIT