"By working across AT&T, we’re able to combine the latest in 5G technology with immersive content experiences and cutting-edge advertising capabilities,” said David Christopher, president of AT&T Mobility and Entertainment.
“The WarnerMedia Innovation Lab will be a space where developers, creators and visitors will be inspired to push the boundaries of entertainment, all powered by the company that first introduced the US to the power of mobile 5G.”
The lab is also partnering WarnerMedia Ad sales and Xandr, AT&T’s advanced ad analytics company, to test and develop new advertising capabilities that are relevant and engaging to consumers; the innovations will include MR/VR applications, 5G uses that can enhance new advertising capabilities, and better UI/UX experiences to ‘Make Advertising Matter’.
This powerful combination will deliver innovative consumer experiences and foster an entrepreneurial spirit across the full WarnerMedia’s portfolio of brands.
The new advertising advancements also allow marketeers to learn how best their messages can resonate with viewers, as the lab unveils a new balance in the relationship between advertising, technology and content.
Dan Riess, head of Advanced Advertising and Branded Content, WarnerMedia Ad Sales, commented: “Storytelling is in our company’s DNA and part of that experience is how the content is enjoyed, including advertising.
"The lab is a critical part of our testing and learning on the new experiences in advertising that we will be rolling out to market.”
Based in Chelsea, Alabama, USA, the lab will open its door for business partnership in early 2020.