1. ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Maria Mandel – Vice President
Marketing & Media Innovation
AT&T Advanced Ad Solutions

2. 2 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
- Sir Martin Sorrell
CEO, WPP Group

3. People are connected
3 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
2008 2009 2010 2011 2012 2013 2014
270.3
(88.9%)
285.6
(93.0%)
296.3
(95.5%)
302.8
(96.7%)
308.1
(97.4%)
312.7
(97.9%)
317.2
(98.4%)
millions and % of population, CAGR (2009-2014) = 2.1%
Source: eMarketer, July 2010.

4. The Year of Mobile?
4 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
Source: eMarketer, September 2010. Includes display, search, and messaging-based advertising
millions
$2,550
$2,037
$1,501
$1,102
$743
$416
2014
2013
2012
2011
2010
2009

5. Devices and technology
5 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
Mobile devices are becoming mobile computers, with a
proliferation of multi-functional, web connected “Smartphones”.

6. iPhone, iPhone, and more iPhone
6 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
Source: 2010 Morgan Stanley
Networks with more popular smartphones available see a direct
relationship with heavy mobile media usage.

7. Putting mobile into perspective
7 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
Sources (2009/10): Adweek, Apple, CTIA, Kelsey Group, comScore, Jupiter, Nielsen
• Mobile banner advertising delivering over 60 million people per day
• 86 million people actively use mobile web
• 290 million mobile subscribers
• 200 million people on a text plan
• 5 billion messages sent daily
• Mobile applications (over 20 million iPhones)
• 27 million people access social network from mobile device (1/3 of young adults)

8. Internet reach
8 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
Mobile Web is becoming a relevant advertising medium:
•
•
•
Sources: eMarketer/comScore, 2010

9. Strategies & Tactics
9 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
• Traditional media with short code/URL
• Mobile media with click-thru
• Mobile media with GPS triggered offer
• SMS Exchange
• Mobile Website
• Mobile Rich Media
• 2D Codes
• IVR/Click-2-Call
• m-Coupons
• m-Commerce
• SMS Alerts
• Downloads
• Applications

10. Strategies & Tactics: Examples
10 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
• Days Inn wanted to explore the potential of mobile
display ads as a means to drive hotel bookings. The
national hotel brand teamed up with AT&T for its first
foray into mobile display advertising, leveraging the
value of YP mobile branded products, which target
consumers on the go and searching for local
businesses.
• Days Inn successfully increased awareness of their
mobile website, driving smartphone bookings and
garnering over 1 million impressions. The number of
nights per mobile booking was 144% higher than the
average number of nights per booking from online ads.

11. Strategies & Tactics: Examples
11 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
• P&G wanted to establish a new method of digital
couponing that was retailer agnostic, lower cost
than traditional methods, achieve a superior
consumer experience and provide rich data to P&G.
• Pampers partnered with AT&T to launch a mobile
coupon initiative on Pampers’ Facebook page that
offered a $1.00 coupon, credited to their AT&T
wireless bill, to Pampers fans who texted a unique
coupon code from inside the package.
• The effortless redemption method achieved 2x
redemption rates and a 60% reduction in cost
compared to traditional methods. Consumer
response was overwhelmingly positive with over
160 comments and 250 “likes” on Facebook.

12. A few takeaways
12 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are
trademarks of AT&T Intellectual Property.
Carve out a small % of media budget to use
for a mobile test.
Leverage the popularity of smartphones to
incorporate rich media, applications or video.
Do not make the mistake of simply
reformatting your .com to be .mobi. Create a different site or
application that takes advantage of the medium.