Content, Digital, Experiential

AT&T AdWorks Lab

A multi-display, multi-room, interactive experience.

Client: AT&T – Project: AT&T AdWorks Lab

AT&T Media Lab 3.0

Welcome to the AT&T Adworks lab. A multi-display, multi-room, interactive experience, designed by Alpay Kasal of DreamSpace and BigNoodle in order to illustrate the breadth and depth of Adwork’s media offerings. Space was meticulously engineered to entertain and educate CMO’s and senior executives from Media and creative agencies. Alpay teamed up with AT&T, and the Mill to code, create and manufacture this fully interactive space.

Interactive content

Every bit of content here can be reconfigured and controlled from the palm of your hand using a custom-built content management system running on an iPad. From a list of the top 1000 shows streamed by U-verse customers, to search data aggregated from for popular search terms from across the country, the AT&T lab is now up and running, inspiring and educating marketers about what’s possible today, and what’s coming tomorrow.

Visitors can interact with a series of data visualization tools that bring to life data that powers audience targeting approaches in TV, mobile, and OOH.   

People can also learn more about IoT, Connected Cars, Big Data, and other AT&T innovations. The AT&T AdWorks Lab also features new, emerging devices from smart refrigerators and 3-D printers, to a customized trip to outer space via virtual reality.

Other demos visitors will experience at the AT&T AdWorks Lab include:

  • AT&T AdWorks’ new Data-Driven Linear TV advertising product
  • Addressable TV and Cross-Screen Advertising
  • AT&T AdWorks’ Video Inventory Platform (VIP) 
  • Interactive Data Visualization Mapping TV Viewing Behaviors, OOH & Location-based Data Visualizations
  • Futuristic Connected Car

The new AT&T AdWorks Lab is located at 1 Rockefeller Plaza, 5th floor, New York, and will host 100 customized “Addressable Upfronts” featuring breakthrough cross-screen addressable advertising opportunities.  As part of the tour experience, AT&T AdWorks will be sharing research for a whitepaper on Addressable TV advertising.

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Content, Digital