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

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

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

  1. 1. From Three-Screens to Multi-Screens<br />Maria Mandel<br />Vice President Marketing & Media Innovation AT&T Advanced Ad Solutions<br />
  2. 2. “As fast as it all seems to be moving, <br />we are stillin early digital times…”- Sarah Fay, Former CEO, Aegis Media<br />
  3. 3. 75% of consumers agree being able to access similar branded content across multiple screens improves usefulness, relevancy, and overall opinion. <br />
  4. 4. Behavioral Change #1:<br />Consumers expect and demand relevant content<br />
  5. 5. Retargeting<br />Tide Detergent<br />Save $1<br />click here<br />Retargeting can be up to 248% more effective than premium display advertising.<br />- comScore, Sep 2010<br />
  6. 6. Geo-fencing<br />Text Message<br />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 <br />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 <br />
  7. 7. Location-based couponing<br />Text Message<br />TNF: Bring this text in and save 10% off your next purchase of $100 or more!<br />TNF: Bring this text in and save 10% off your next purchase of $100 or more!<br />
  8. 8. Behavioral Change #2:<br />Consumers will seek outcontent<br />So how do we make the consumer look for us?<br />“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.” <br />- John Jantsch, author of Duct Tape Marketing and The Referral Engine<br />
  9. 9. Custom applications<br />Sherwin Williams: ColorSnap<br />Charmin: SitOrSquat<br />
  10. 10. 2D barcodes<br />Iron Man 2<br />Business Card<br />GAP<br />
  11. 11. 2D barcodes<br />
  12. 12. Augmented reality<br />
  13. 13. Social networks<br />90% of consumers trust recommendations from people they are connected to - 45% more than the most trustworthy advertising medium<br /> - Nielsen ‘09<br />Share this:<br />Or:<br />
  14. 14. Social networks<br />
  15. 15. Social networks<br />
  16. 16. Social networks<br />
  17. 17. Social networks<br />
  18. 18. Social networks<br />Worried about what people might say about your brand?<br />
  19. 19. Execution<br />
  20. 20. Understand the campaign goals<br />What do youwant the consumer to do?<br />Text Message<br />Text FORD to 54768 to win <br />
  21. 21. Develop the strategy<br />What is the best way for them to do it?<br />
  22. 22. Consider the screens<br />How can you take advantage of the screens?<br />Online<br />WAP<br />App<br />
  23. 23. Consider the screens<br />How can you take advantage of the screens?<br />Lean-back entertainment<br />Mobile<br />Informative<br />
  24. 24. Measurement<br />How will you measure effectiveness cross-screen?<br />
  25. 25. The future<br />
  26. 26. Mobile payments<br />
  27. 27. Interactivity with real-world advertising<br />Microsoft Surface<br />
  28. 28. Interactivity with real-world advertising<br />Microsoft Kinect<br />
  29. 29. From multi-screen to virtual screen<br />Portable, flexible displays<br />Or no display at all<br />
  30. 30. Innovations in network serving and tracking<br />Cross-screen sequential targeting and tracking<br />
  31. 31. We are at the tipping point<br />
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