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. - PowerPoint PPT Presentation
From Three-Screens to Multi-ScreensMaria MandelVice President Marketing & Media Innovation AT&T Advanced Ad SolutionsAs fast as it all seems to be moving, we are still in 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.
3Behavioral Change #1:
Consumers expect and demand relevant content4Retargeting
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Tide DetergentRetargeting can be up to 248% more effective than premium display advertising.- comScore, Sep 20105
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7Behavioral Change #2:
Consumers will seek out contentThe 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 EngineSo how do we make the consumer look for us?8Custom applications
Sherwin Williams: ColorSnapCharmin: SitOrSquat92D barcodes
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90% of consumers trust recommendations from people they are connected to - 45% more than the most trustworthy advertising medium
- Nielsen 0913Social networks
17Social networksWorried about what people might say about your brand?
Execution19Understand the campaign goals
Text MessageText FORD to 54768 to win What do you want the consumer to do?
20Develop the strategyWhat is the best way for them to do it?
21Consider the screensHow can you take advantage of the screens?
Consider the screensHow can you take advantage of the screens?
MeasurementHow will you measure effectiveness cross-screen?24
The future25Mobile payments
26Interactivity with real-world advertisingMicrosoft Surface
27Interactivity with real-world advertisingMicrosoft Kinect
28From multi-screen to virtual screenPortable, flexible displays
Or no display at all
29Innovations in network serving and tracking
Cross-screen sequential targeting and tracking
We are at the tipping point