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AT&T Media Services this week will announce the repositioning of its San Francisco interconnect by touting "PrecisionCast," the moniker for its enhanced research capabilities.
In new advertising and promotional materials, the Bay Area interconnect describes PrecisionCast as "SuperCharged Television Advertising" and "Powered by ADcom."
"It's less a rebranding than a repositioning," said AT&T Media Services San Francisco Bay Area vice president and general manager Fred Yeries last week. The MSO has trademarked the PrecisionCast name, he noted.
ADcom Information Services Inc. executive vice president of sales Dick Spooner described his research firm's inclusion in the promotional materials as akin to the "Intel inside" advertising in the computer field.
Yeries described PrecisionCast - the formal promotion of which kicks off June 5 - as "a new system to manipulate ADcom data for our...