AT&T to Focus new WarnerMedia Innovation Lab on 5G Experiences

AT&T’s WarnerMedia Innovation Lab in New York City will serve as a testing ground for leveraging 5G to provide innovative storytelling through advertising, according to company executives. The 20,000 square foot lab is being built in the Chelsea neighborhood of Manhattan (this author’s home town) and is scheduled to open in early 2020. The WarnerMedia lab will also draw consumer insights and technology from AT&T’s Xandr ad sales unit.

“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 U.S. to the power of mobile 5G.”

“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,” said Dan Reiss, head of advanced advertising and branded content at WarnerMedia Ad Sales.

“The Lab is more than a technology incubator, but also a dream factory for us to create the wonderment that fans have come to love and expect from WarnerMedia,” said Jesse Redniss, GM for WarnerMedia Innovation Lab, in a statement. He described the location as a place where WarnerMedia will “flex the best of [its] creative storytelling capabilities combined with cutting edge technology from AT&T and our partners to deliver experiences that will be talked about for a lifetime.”

“Every day, Xandr looks for new innovative ways to help marketers and create a better viewing experience for consumers,” said Kirk McDonald, CMO, Xandr. “Working with our colleagues at AT&T Communications and WarnerMedia, we are uniquely positioned to develop new advertising innovations that engage consumers and provide integral feedback for marketers and brands. The WarnerMedia Innovation Lab will accelerate the adoption of new advertising formats and provide an environment to showcase our collaborative work.”

Image Courtesy of WarnerMedia

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AT&T stated the new lab will be “[unveiling] a new balance in the relationship between advertising, technology and content” and said that its work would include mixed reality and/or virtual reality applications, “5G uses that enhance new advertising capabilities,” and better user experiences related to advertising.

Architectural firm Design Republic will head the design of the project, with work beginning this summer with completion scheduled for early 2020.

 

References:

https://www.broadcastingcable.com/news/at-t-focuses-innovation-lab-on-5g-experiences

https://www.rcrwireless.com/20190617/5g/warnermedia-lab-to-be-outfitted-with-att-5g

https://www.fiercevideo.com/tech/at-t-details-new-5g-equipped-warnermedia-innovation-lab

https://www.cordcuttersnews.com/atts-new-warnermedia-streaming-service-could-be-a-great-cord-cutting-tool/

https://about.att.com/story/2019/creating_5g_today.html

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