millennial female consumer staring at ads on mobile phone

Founded by Alexander Graham Bell, AT&T is no stranger to innovation. At its first annual Relevance Conference last month, AT&T shared its vision for the future of advertising with the launch of Xandr, a new company that keeps consumers at the center of advertising initiatives, better personalizing ad experiences using data and technology.

Xandr’s commitment to providing the best advertising experience is evident in the key role consumer research plays in their strategy and planning. We recently partnered with Xandr on a foundational study exploring the state of consumer attention in today’s vast media ecosystem and how to maximize relevance given the volume of premium video content available. Our research began with virtual attention diaries followed by a robust quantitative study surveying 3,022 viewers. We then dove deeper with ethnographies surfacing the human complexities and nuanced consumer perspectives that shape ad experiences.

The research highlighted a tension we all inevitably feel — that we live in a tug-of-war between what we have to do and what we want to do.


77 percent of consumers say the majority of their day is driven by what they have to do.

In today’s accelerating world, more than three-quarters of us feel that most of our daily lives are governed by unavoidable routines and responsibilities. As a result, we look everywhere for escape — and often find it through “snacking” on content. From social media to streaming, linear TV, and beyond, today’s expanding content ecosystem serves up the fun, surprising, mood-boosting moments we crave in our everyday lives.


68 percent of consumers say they spend most of their free time engaging with content.

With more content creators and platforms than ever before, the sheer volume of content consumers want to keep up with across channels leaves little patience for content that doesn’t add value — which often means advertising.

However, there is good news for advertisers. Although 57 percent of consumers don’t currently find advertising relevant to them, a much larger number — 70 percent — do like it when advertising goes beyond selling a product, and 66 percent express a desire for ads to be more relevant to their interests and lifestyles. We believe that this represents an untapped opportunity to better connect with consumers as technology catches up and enables advertisers to navigate the complexity of consumer relevance needs.

Read more in the Xandr Relevancy Report.


We’d love to share more about how our unique expertise and solutions can help your business move forward. Drop us a line here, and we’ll be in touch!