TWC wraps its ad arm around AT&T
Time Warner Cable Media (TWCM) has agreed to integrate AT&T U-verse TV homes into the I+ (Interconnects Plus) ad platform.
The action is essentially an enhancement of a relationship the two struck more than a year ago. TWCM described the move as hardwiring U-verse homes into the fixed scheduling network grids in I+. The agreement will be effective for the 2013 broadcast year.
Joan Hogan Gillman, executive vice president of Time Warner Cable and president of Time Warner Cable Media, explained, “This agreement with AT&T AdWorks simplifies the ad buying process for marketers to access consumers and grow their businesses.”
Mike Welch, president of AT&T AdWorks, said, “By ‘hard wiring’ the network to run advertisements across a given DMA with TWCM, we will expand our clients’ reach through one point of contact – making it a seamless process.”
Marketers will be able to use the integrated system to buy, manage and deliver media campaigns to their target customers across 50 insertable networks in 15 markets.
Those markets include Cleveland; Dallas; Kansas City; Los Angeles; Green Bay and Milwaukee, Wis.; Austin and San Antonio, Texas; Columbus, Dayton and Toledo, Ohio; Charlotte and Raleigh, N.C.; Columbia, S.C.; and Louisville, Ky.