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.
    View slide
  • Behavioral Change #1:
    Consumers expect and demand relevant content
    View slide
  • 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