What Happened
Following Verizon’s Go90, AT&T wants to become the next telecom carrier to launch a mobile app with ad-supported entertainment content, according to chairman and CEO Randall Stephenson. Moreover, AT&T is also looking to create more original content for DirecTV and mobile.
Market Impact
Just as Verizon looks to leverage its vast amount of customer data to sell ads in Go90, with some help from AOL’s ad networks, AT&T’s entry into the content market will also provide brands with a new video channel to reach a millennial mobile audience that are usually not buyable on subscription-based streaming services, targeting them with video ads based on demographic and behavioral consumer data.
Source: The Hollywood Reporter
