M2 roadshow us maria mandel, att

©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


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?


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


Mobile devices are becoming mobile computers, with a proliferation of multi-functional, web connected “Smartphones”.

iPhone, iPhone, and more iPhone


Source: 2010 Morgan Stanley

Networks with more popular smartphones available see a direct relationship with heavy mobile media usage.

Putting mobile into perspective


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


Mobile Web is becoming a relevant advertising medium:

•

•

•

Sources: eMarketer/comScore, 2010

Strategies & Tactics


• 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


• 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


• 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


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.

M2 roadshow us maria mandel, att

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