AT&T builds its digital marketing muscle with OTT
In November 2016, DIRECTV launched a new over-the-top streaming service promising on-demand access to more than 100 channels via devices such as smartphones, tablets, and laptops - all for just $35 a month.
Fiona Carter - the Chief Brand Officer at AT&T, which acquired DIRECTV for $49 billion in mid-215 - believes this offering represents a disruptive entry into a legacy industry that has struggled to reflect evolving viewer habits in the digital age.
"'DIRECTV Now' is an amazing over-the-top service that really is going to reach the 20...