Press release from AT&T, April 26, 2017:

AT&T AdWorks announced today the opening of its Media Lab, a new interactive space designed to inspire marketers and bring our unique advertising capabilities to life. The new AT&T AdWorks Lab shows the future of media consumption and how marketers can most efficiently reach their targets across any platform.

The AT&T AdWorks Lab experience starts in the Living Room of the Future then continues on a journey through 3,000 square feet of top-of-the-line technology. AT&T AdWorks has built the room around the consumer’s life. It comes with multi-screen viewing, OTT platforms and several exciting third-party IoT consumer devices. The Living Room of the Future also looks into how these devices will work together in the future to enable more targeted advertising.

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 Car, 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 brings industry-leading intelligence to life and allows advertisers to take part in a fully immersive experience that provides a deeper understanding of consumer behavior,” said Rick Welday, president, AT&T AdWorks.

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.