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From Three -Screens to Multi -Screens

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 still in early digital times…” - Sarah Fay, Former CEO, Aegis Media.

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From Three -Screens to Multi -Screens

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  1. From Three-Screens to Multi-Screens Maria Mandel Vice President Marketing & Media Innovation AT&T Advanced Ad Solutions

  2. “As fast as it all seems to be moving, we are stillin early digital times…”- Sarah Fay, Former CEO, Aegis Media

  3. 75% of consumers agree being able to access similar branded content across multiple screens improves usefulness, relevancy, and overall opinion.

  4. Behavioral Change #1: Consumers expect and demand relevant content

  5. Retargeting Tide Detergent Save $1 click here Retargeting can be up to 248% more effective than premium display advertising. - comScore, Sep 2010

  6. 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

  7. 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!

  8. 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

  9. Custom applications Sherwin Williams: ColorSnap Charmin: SitOrSquat

  10. 2D barcodes GAP Iron Man 2 Business Card

  11. 2D barcodes

  12. Augmented reality

  13. 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:

  14. Social networks

  15. Social networks

  16. Social networks

  17. Social networks

  18. Social networks Worried about what people might say about your brand?

  19. Execution

  20. Understand the campaign goals What do youwant the consumer to do? Text Message Text FORD to 54768 to win

  21. Develop the strategy What is the best way for them to do it?

  22. Consider the screens How can you take advantage of the screens? Online WAP App

  23. Consider the screens How can you take advantage of the screens? Lean-back entertainment Mobile Informative

  24. Measurement How will you measure effectiveness cross-screen?

  25. The future

  26. Mobile payments

  27. Interactivity with real-world advertising Microsoft Surface

  28. Interactivity with real-world advertising Microsoft Kinect

  29. From multi-screen to virtual screen Portable, flexible displays Or no display at all

  30. Innovations in network serving and tracking Cross-screen sequential targeting and tracking

  31. We are at the tipping point

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