- For the previous 10 months, AT&T’s marketing organization Xandr has promised to transform how advertisers invest in and measure Television and digital adverts applying the telecom company’s information and content material.
- Organization Insider obtained a pitch deck that Xandr presented to companies in June that displays how the corporation has bolstered its marketing engineering to compete with Google as aspect of the rollout of a new getting platform known as Xandr Invest.
- In the deck, Xandr is encouraging brand names to upload their initially-celebration information to its platform to make improvements to their ad focusing on and overall performance.
- It also displays how the corporation is pitching brand names on a machine-finding out instrument that finds the most effective audiences and publishers for advertisers. The deck mentioned the instrument has lowered clients’ ad charges by about 80%.
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AT&T would like to reinvent marketing applying its information and content material like that of Turner and Warner Bros.
AT&T’s marketing unit known as Xandr, headed by marketing veteran Brian Lesser, would like to transform how Television advertisers invest in and measure adverts. But Xandr is also altering digital marketing, especially by means of its 2018 acquisition of ad-tech company AppNexus.
In a latest pitch deck obtained by Organization Insider, Xandr displays how it can be developed up marketing tech to compete head-on with Google. In June, Xandr unveiled its new getting platform known as Xandr Invest that lets advertisers invest in adverts across its marketplace of premium video content material known as Neighborhood and its ad exchange. The pitch deck that Organization Insider viewed was sent to companies about the similar time.
In advance of AT&T acquired it, AppNexus’ most important target was on assisting publishers make revenue from show and mobile adverts.
Considering that the acquisition, Xandr has beefed up its video abilities and developed out its demand-side platform that assists advertisers invest in video and digital adverts programmatically.
Study a lot more: AT&T has lofty ambitions to transform the way Television marketing is offered, but ad customers stress it will grow to be a walled backyard like Facebook and Google
The pitch deck displays how AT&T is operating with large brand names and holding businesses. For instance, the corporation is pitching advertisers that want to strike customized programmatic assured discounts and encouraging brand names to use their very own initially-celebration information to entry metrics. Xandr is also pitching advertisers on an optimization instrument that it says can drop CPM (or expense per one,000 impressions) expenditures by about 80% and promising advertisers minimal ad-tech costs.
As far as AT&T’s information, the pitch deck says that advertisers have entry to 170 million direct relationships that AT&T has with customers, like wireless subscriptions and pay out-Television solutions like DirecTV and HBO Now.
Xandr’s pitch deck to companies integrated 25 slides. Right here are the 16 most vital slides for advertisers.
Xandr is one particular of AT&T’s 4 divisions.
Following the Time Warner acquisition final yr, AT&T reworked its construction and grouped its HBO, Turner, and Warner Bros. properties into a division known as WarnerMedia. This slide displays AT&T’s 4 arms of organization, like Xandr.
Xandr’s information cuts across AT&T’s content material, mobile subscribers, and pay out-Television solutions.
Xandr’s pitch to advertisers is that it combines AT&T’s information for advertisers. This slide displays the 4 buckets of information and the attain of each and every one particular.
Advertisers struggle to measure consumers’ shift to streaming and digital video.
Analysis on this slide displays how it can be finding tougher for advertisers to hold up with customers as they shift from viewing Television to viewing video on mobile products and linked TVs.
Marketers want evidence that their adverts are operating.
AT&T is pitching its information and measurement equipment as a resolution to advertisers’ measurement difficulties — especially with attribution metrics that track if an individual bought a thing right after seeing an ad.
Xandr is pitching its information and brand-secure content material.
This slide displays how advertisers can use AT&T’s information to generate audiences for ad focusing on across premium, brand-secure properties. It also notes that Xandr functions with each advertisers and publishers.
AT&T has troves of initially-celebration information.
AT&T has 170 million pieces of initially-celebration information for video that comes from wireless subscribers, pay out-Television solutions, and site visitors to properties like CNN and Bleacher Report, CEO Randall Stephenson mentioned last year at Goldman Sachs’ Communacopia Conference.
This slide offers additional detail on the information. For instance, Xandr’s identity graph can target customers across numerous products.
Xandr’s attain extends past AT&T’s properties.
In addition to its very own properties like Turner and HBO, Xandr also functions with one,400 publishers and 273 linked-Television publishers.
Xandr is focusing on large customers.
A slide displays how Xandr packages some of its more substantial discounts.
One particular bundle features advertisers the capability to pay out for reserved packages in which marketers pay out a fixed rate ahead of working programmatic campaigns, that means that advertisers will not bid on costs by means of an auction but they do invest in adverts by means of a programmatic platform.
Yet another bundle ensures advertisers that a sure sum of their commit will consist of video adverts that have been watched until eventually completion and met viewability requirements.
Significant advertisers like holding businesses have a tendency to be most interested in these kinds of media buys.
Xandr says its ad-tech offers it an benefit above some others.
Xandr says that it features “straightforward, competitive pricing” to publishers’ content material.
Xandr plays in numerous regions of ad-tech.
Xandr has each a demand-side platform (DSP) that assists advertisers invest in adverts programmatically and a provide-side platform (SSP) that publishers use to promote adverts. It also powers an ad exchange that lets advertisers to invest in campaigns from numerous ad networks.
In advance of AT&T’s acquisition, AppNexus was most acknowledged for its provide-side platform and has developed out the advertiser-targeted arm a lot more underneath AT&T’s ownership.
Google is Xandr’s largest competitor.
This Luma Partners’-esque chart displays how Google is Xandr’s largest competitor in ad-tech.
Google and Xandr are the only businesses that present application for each advertisers and publishers, and the chart suggests that Xandr would like to compete immediately with Google.
Xandr says its ad-tech costs are aggressive.
Xandr says that its costs — or take rates — are aggressive with other ad-tech businesses for the reason that it has direct entry to content material from its publishers and other media businesses.
Xandr’s move to construct out its DSP keeps it aggressive, as well. Comparable to Google, Xandr functions with each publishers and advertisers and is reflected in its pitch to advertisers.
Get charges are costs that ad-tech businesses charge for delivering their engineering and are a percentage of an advertiser’s paying.
Xandr’s transparency predates its AT&T ownership. In advance of AT&T’s acquisition, AppNexus has extended worked on maintaining get charges minimal and competitive with firms like Rubicon Project.
Xandr functions with market gamers to stamp out fraud.
A slide displays how Xandr functions with third events like the Interactive Marketing Bureau and Integral Ad Science to stamp out ad fraud and be transparent about costs.
Xandr is pitching a machine-finding out instrument.
Xandr is encouraging consumers to use its engineering to figure out which audiences and publishers they must use to meet their campaign ambitions.
In accordance to Xandr, advertisers that have examined its optimization instrument have lowered their CPM (or expense per one,000 impressions) by 81%.
Xandr is encouraging advertisers to use their initially-celebration information.
With privacy and regulation like the California Customer Privacy Law looming above the marketing market, marketers are more and more switching from third-celebration information collected by tech companies to their very own initially-celebration information collected from electronic mail, loyalty, and e-commerce applications.
Xandr’s pitch deck encourages advertisers to upload their initially-celebration information to its platform. In return, advertisers can get log-degree information that Xandr says can measure campaign overall performance.
Xandr’s platform contains new equipment for customers.
To appeal to advertisers, Xandr has redesigned its platform to make it possible for customers to track campaigns in genuine-time.