AT&T builds its digital marketing muscle with OTT

Stephen Whiteside

This event report outlines how AT&T, the communications group, is developing its use of digital as a marketing tool.

AT&T builds its digital marketing muscle with OTT

Stephen WhitesideWarc

In November 2016, DIRECTV launched a new over-the-top streaming service promising on-demand access to more than 100 channels via devices such as smartphones, tablets, and laptops - all for just $35 a month.

Fiona Carter - the Chief Brand Officer at AT&T, which acquired DIRECTV for $49 billion in mid-215 - believes this offering represents a disruptive entry into a legacy industry that has struggled to reflect evolving viewer habits in the digital age.

"'DIRECTV Now' is an amazing over-the-top service that really is going to reach the 20...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands