m2 roadshow us maria mandel, att
TRANSCRIPT
©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Maria Mandel – Vice PresidentMarketing & Media InnovationAT&T Advanced Ad Solutions
2 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- Sir Martin SorrellCEO, WPP Group
People are connected
3 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
2008 2009 2010 2011 2012 2013 2014
270.3(88.9%)
285.6(93.0%)
296.3(95.5%)
302.8(96.7%)
308.1(97.4%)
312.7(97.9%)
317.2(98.4%)
millions and % of population, CAGR (2009-2014) = 2.1%
Source: eMarketer, July 2010.
The Year of Mobile?
4 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Source: eMarketer, September 2010. Includes display, search, and messaging-based advertising
millions
$2,550
$2,037
$1,501
$1,102
$743
$416
2014
2013
2012
2011
2010
2009
Devices and technology
5 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Mobile devices are becoming mobile computers, with a proliferation of multi-functional, web connected “Smartphones”.
iPhone, iPhone, and more iPhone
6 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Source: 2010 Morgan Stanley
Networks with more popular smartphones available see a direct relationship with heavy mobile media usage.
Putting mobile into perspective
7 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Sources (2009/10): Adweek, Apple, CTIA, Kelsey Group, comScore, Jupiter, Nielsen
• Mobile banner advertising delivering over 60 million people per day
• 86 million people actively use mobile web
• 290 million mobile subscribers
• 200 million people on a text plan
• 5 billion messages sent daily
• Mobile applications (over 20 million iPhones)
• 27 million people access social network from mobile device (1/3 of young adults)
Internet reach
8 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Mobile Web is becoming a relevant advertising medium:
•
•
•
Sources: eMarketer/comScore, 2010
Strategies & Tactics
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• Traditional media with short code/URL
• Mobile media with click-thru
• Mobile media with GPS triggered offer
• SMS Exchange
• Mobile Website
• Mobile Rich Media
• 2D Codes
• IVR/Click-2-Call
• m-Coupons
• m-Commerce
• SMS Alerts
• Downloads
• Applications
Strategies & Tactics: Examples
10 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
• Days Inn wanted to explore the potential of mobile display ads as a means to drive hotel bookings. The national hotel brand teamed up with AT&T for its first foray into mobile display advertising, leveraging the value of YP mobile branded products, which target consumers on the go and searching for local businesses.
• Days Inn successfully increased awareness of their mobile website, driving smartphone bookings and garnering over 1 million impressions. The number of nights per mobile booking was 144% higher than the average number of nights per booking from online ads.
Strategies & Tactics: Examples
11 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
• P&G wanted to establish a new method of digital couponing that was retailer agnostic, lower cost than traditional methods, achieve a superior consumer experience and provide rich data to P&G.
• Pampers partnered with AT&T to launch a mobile coupon initiative on Pampers’ Facebook page that offered a $1.00 coupon, credited to their AT&T wireless bill, to Pampers fans who texted a unique coupon code from inside the package.
• The effortless redemption method achieved 2x redemption rates and a 60% reduction in cost compared to traditional methods. Consumer response was overwhelmingly positive with over 160 comments and 250 “likes” on Facebook.
A few takeaways
12 ©2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Carve out a small % of media budget to use for a mobile test.
Leverage the popularity of smartphones to incorporate rich media, applications or video.
Do not make the mistake of simply reformatting your .com to be .mobi. Create a different site or application that takes advantage of the medium.