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 stillin 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 Tide Detergent Save $1 click here Retargeting can be up to 248% more effective than premium display advertising. - comScore, Sep 2010
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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
Custom applications Sherwin Williams: ColorSnap Charmin: SitOrSquat
2D barcodes GAP Iron Man 2 Business Card
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:
Social networks Worried about what people might say about your brand?
Understand the campaign goals What do youwant the consumer to do? Text Message Text FORD to 54768 to win
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?
Interactivity with real-world advertising Microsoft Surface
Interactivity with real-world advertising Microsoft Kinect
From multi-screen to virtual screen Portable, flexible displays Or no display at all
Innovations in network serving and tracking Cross-screen sequential targeting and tracking