imedia october breakthrough summit: new frontiers d: "from three screens to...
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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
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