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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

From Three-Screens to Multi-Screens

Maria Mandel

Vice President Marketing & Media Innovation AT&T Advanced Ad Solutions

slide2

“As fast as it all seems to be moving,

we are stillin early digital times…”- Sarah Fay, Former CEO, Aegis Media

slide3

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

slide4

Behavioral Change #1:

Consumers expect and demand relevant content

slide5

Retargeting

Tide Detergent

Save $1

click here

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

- comScore, Sep 2010

slide6

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

slide7

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!

slide8

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

slide9

Custom applications

Sherwin Williams: ColorSnap

Charmin: SitOrSquat

slide10

2D barcodes

GAP

Iron Man 2

Business Card

slide13

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:

slide18

Social networks

Worried about what people might say about your brand?

slide20

Understand the campaign goals

What do youwant the consumer to do?

Text Message

Text FORD to 54768 to win

slide21

Develop the strategy

What is the best way for them to do it?

slide22

Consider the screens

How can you take advantage of the screens?

Online

WAP

App

slide23

Consider the screens

How can you take advantage of the screens?

Lean-back entertainment

Mobile

Informative

slide24

Measurement

How will you measure effectiveness cross-screen?

slide29

From multi-screen to virtual screen

Portable, flexible displays

Or no display at all

slide30

Innovations in network serving and tracking

Cross-screen sequential targeting and tracking