BBDO and AT&T Conquer the World

As mentioned before, AT&T studied the attention spans of consumers and found that attention spans are getting shorter. One of their responses was to flip the preconceived organization of their ad team on its head-and merge their creative and media teams together. However, through that idea they were also able to come up with another brilliant solution to the problem-stop creating ads to run during content and start creating content. To do this, AT&T started buying media outlets. After purchasing Direct TV, AT&T is currently in the process of buying Time Warner cable and HBO network. After this, “AT&T literally will not be able to buy any more television companies. We will be too close to a monopoly;” he says. How will this move cut down on ad purchasing? For starters, AT&T will be able to focus more on content creation than ads playing during content. More content means more opportunities for them to be seen by consumers. Imagine watching an AT&T ad right after an AT&T owned media outlet receives an Emmy. Furthermore, AT&T is looking to even further television watching experiences. “Imagine watching a television show and having an app that gives you access to the cell phone of the main character on your phone” McDonald says, “the possibilities are endless.”

Caden Bohn