Looking at what AT&T is investing in addressable TV, it looks as though the telecommunications giant thinks the data-driven marketing world is ready for this tactic. But it’s going to take billions of dollars and years of work to get there. And so far, it’s been a decade of work for companies that already thought addressable TV would be the new “it” marketing technique. Is this really what marketers want from TV advertising?
Fragmented customer attention is a challenge for marketers. With all of the channels and all of the options for content consumption and communication that they have, it can sometimes feel hard to reach them. That’s why AT&T’s $85.4 billion acquisition of Time Warner announced on Sunday may seem like a godsend.