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iMedia October Breakthrough Summit:  New Frontiers D: "From Three Screens to Multi-Screens"
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iMedia October Breakthrough Summit: New Frontiers D: "From Three Screens to Multi-Screens"

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iMedia October Breakthrough Summit

iMedia October Breakthrough Summit

New Frontiers D: "From Three Screens to Multi-Screens"

Maria Mandel, Vice President Media & Marketing Innovation, AT&T

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    iMedia October Breakthrough Summit:  New Frontiers D: "From Three Screens to Multi-Screens" iMedia October Breakthrough Summit: New Frontiers D: "From Three Screens to Multi-Screens" Presentation Transcript

    • From Three-Screens to Multi-Screens
      Maria Mandel
      Vice President Marketing & Media Innovation AT&T Advanced Ad Solutions
    • “As fast as it all seems to be moving,
      we are stillin early digital times…”- Sarah Fay, Former CEO, Aegis Media
    • 75% of consumers agree being able to access similar branded content across multiple screens improves usefulness, relevancy, and overall opinion.
    • Behavioral Change #1:
      Consumers expect and demand relevant content
    • Retargeting
      Tide Detergent
      Save $1
      click here
      Retargeting can be up to 248% more effective than premium display advertising.
      - comScore, Sep 2010
    • Geo-fencing
      Text Message
      TNF: Runners, don’t let a little drizzle stop u. TNF has waterproof shells 2 keep u dry so you can stay focused. Get 1 @TNF SoHo on Wooster
      TNF: Runners, don’t let a little drizzle stop u. TNF has waterproof shells 2 keep u dry so you can stay focused. Get 1 @TNF SoHo on Wooster
    • Location-based couponing
      Text Message
      TNF: Bring this text in and save 10% off your next purchase of $100 or more!
      TNF: Bring this text in and save 10% off your next purchase of $100 or more!
    • Behavioral Change #2:
      Consumers will seek outcontent
      So how do we make the consumer look for us?
      “The good news is that you can find anything on the Web these days. The bad news is you can find anything on the Web these days.”
      - John Jantsch, author of Duct Tape Marketing and The Referral Engine
    • Custom applications
      Sherwin Williams: ColorSnap
      Charmin: SitOrSquat
    • 2D barcodes
      Iron Man 2
      Business Card
      GAP
    • 2D barcodes
    • Augmented reality
    • Social networks
      90% of consumers trust recommendations from people they are connected to - 45% more than the most trustworthy advertising medium
      - Nielsen ‘09
      Share this:
      Or:
    • Social networks
    • Social networks
    • Social networks
    • Social networks
    • Social networks
      Worried about what people might say about your brand?
    • Execution
    • Understand the campaign goals
      What do youwant the consumer to do?
      Text Message
      Text FORD to 54768 to win
    • Develop the strategy
      What is the best way for them to do it?
    • Consider the screens
      How can you take advantage of the screens?
      Online
      WAP
      App
    • Consider the screens
      How can you take advantage of the screens?
      Lean-back entertainment
      Mobile
      Informative
    • Measurement
      How will you measure effectiveness cross-screen?
    • The future
    • Mobile payments
    • Interactivity with real-world advertising
      Microsoft Surface
    • Interactivity with real-world advertising
      Microsoft Kinect
    • From multi-screen to virtual screen
      Portable, flexible displays
      Or no display at all
    • Innovations in network serving and tracking
      Cross-screen sequential targeting and tracking
    • We are at the tipping point