From Three-Screens to Multi-Screens

Maria MandelVice 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

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

Behavioral Change #1:

Consumers expect and demand relevant content

Retargeting

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T i d e D e t e r g e n t

Retargeting can be up to 248% more effective than premium display advertising.

- comScore, Sep 2010

Text Message

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Geo-fencing

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

Text Message

TNF: Bring this text in and save 10% off your next purchase of $100 or more!

Location-based couponing

TNF: Bring this text in and save 10% off your next purchase of $100 or more!

Behavioral Change #2:

Consumers will seek out content

“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

So how do we make the consumer look for us?

Custom applications

Sherwin Williams: ColorSnap Charmin: SitOrSquat

2D barcodes

Iron Man 2 Business CardGAP

2D barcodes

Augmented reality

Social networks

Share this:

Or:

90% of consumers trust recommendations from people they are connected to - 45% more than the most trustworthy advertising medium

- Nielsen ‘09

Social networks

Social networks

Social networks

Social networks

Social networks

Worried about what people might say about your brand?

Execution

Understand the campaign goals

Text Message

Text FORD to 54768 to win

What do you want the consumer to do?

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 displaysOr no display at all

Innovations in network serving and tracking

Cross-screen sequential targeting and tracking

We are at the tipping point