Report explains each major step of AT&T’s investment in video and digital advertising, along with its execution strategy.
CHANTILLY, Va. (June 10, 2019) – In a just released report, AT&T Media Strategy 2019, BIA Advisory Services explores the multi-billion-dollar investment into wireless, video and advertising services by AT&T and whether it will reshape the media market in the United States for millions of subscribers to its cable services. The report is a first in a series BIA will publish with partners to examine the technical advancements that are having a dramatic effect on the media business.
With the purchase of Time Warner, AT&T has doubled down on its video and digital advertising investment with variety of deep offers to its subscribers. From the initial U-Verse to DIRECTV, and now with the Time Warner & Turner content play, AT&T is attempting to deepen their position as a major content provider. The wild card will be how advertising is being sold and shaped with AT&T’s Xandr platform. This dramatically changes the former Turner approach and is aligned differently from the Open AP consortium.
“Why is AT&T making such a strong media bet?” said Paul Connolly, BIA advisor and author of the report. “Their success in this endeavor is predicated on a bold plan to change the fundamental profitability structure of U.S. pay-TV. The report breaks down and explores a structural understanding of the investments that have led to an all-in strategy for AT&T media by foregoing the classic metric-driven analysis.” The report outlines the foundation of the strategy and challenges faced by AT&T for the three massive investments made over the three-phased approach.
About the AT&T Media 2019 Strategy Report
Providing an initial look at AT&T’s strategy, the report is designed to give analysts, vendors and strategists an accurate understanding of how AT&T’s strategy and investment has and will unfold over the next 12-24 months.
The report traces AT&T’s first foray into the media business in 2006 and the subsequent steps it has taken, by strategic acquisition, to execute a bold strategy to propel their growth and potential to compete against the industry’s leading content providers.
The report can be purchased on the BIA website.
About BIA Advisory Services
BIA Advisory Services is at the forefront of local media analysis, creating and delivering unique data to examine traditional and digital advertising revenue, advertiser trends and activities, local market profiles and ownership/operational details and the trends and technologies guiding today’s media business.
Since 1983, BIA has been a valuable resource for traditional and digital media companies, brands and agencies, the financial and legal community serving media and telecom, as well as the FCC and other government agencies. Today, we offer comprehensive local market advertising intelligence in our BIA ADVantage service to help clients discover the path to their best opportunities. Learn more about our offerings at http://www.bia.com.