With its huge distribution footprint and data about is consumers, AT&T and Time Warner expect to be able to create innovative advertising products, in addition to new forms of content that would appeal to an increasing mobile viewership for video.
“We can make the advertising more interesting for your house, versus somebody next door,” Time Warner CEO Jeff Bewkes said during a joint AT&T-Time Warner conference call with analysts Monday morning.
With AT&T offering addressable advertising across new TV and mobile platforms, viewers would see product they’re interesting in.
“That means more consumers get a better experience viewing. They get less interruptions and it means that more of the cost of programming can then be borne by advertisers, and consumers get a break,” Bewkes said.