gm connected car 6.11.13
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GM + AT&T Connected Car:Penetrating the Advertising Ecosystem
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2012 AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T
Monetizing the LTE Connected Vehicle
AT&T will leverage expertise from across the company to help GM monetize content within the vehicle
ContentAT&T Video and Content Development Organization
$3 billion content deals per year
Advertising Sales & Audience PlatformsAT&T AdWorks
Consumer AnalyticsConsumer Insights Platform (CIP)
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2012 AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T
Understand your
audience and campaignperformance through
our proprietary A.I.R.
reporting and analytics
Pinpoint your audience
with our aggregate AT&Tanonymous data and
dynamic audience profiles
Connect with your
audience at scalethrough innovative ad
opportunities
AT&T AdWorks: Not All Data is Created Equal
We have the science to connect marketers with consumers
through 100MM relationships across platforms
186 Million Unique Visitors1
Top 5 Ranked Online AdNetwork1
4B Monthly Data Events
160 Million Unique Users2
70 Million Post-PaidMobile Subscribers
4.8 Million Subscribers3
Fastest Growing TV Provider
12.7 Million + Set Top Boxes
1comScore Media Metrix Core ReportsTM Dec. 2012 2Owned and operated + third-party ad inventory - Sept. 2012 3AT&T Corporate Earnings Report - Apr2013
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Entertainment OpportunitiesAT&T AdWorks + GM
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On-Demand Entertainment
GM On-Demand:
Featured video content on-demand from the comfort of your
backseat. Touch screen enabled EPG will allow for complete control
for each user. Opportunity for Banner ads in the Touch EPG. Could
lead to Interactive iChannel experience or Navigation.
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On-Demand Entertainment
GM On-Demand:Pre-roll, mid-roll and post roll ads can be served.
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Navigation Recommendations
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Foursquare Recommendations:
Find places nearby for, food, nightlife, coffee, etc. Connect with Foursquare and see what your
friends recommend. Sponsored listings can be sold and featured amongst the recommended places.
Sponsored locations can be
sold and could appear in a
different color with logo.
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Radio Entertainment
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Voice Over: Take advantage of our $1 menu. Just
tap the banner to find a McDonalds near you.
Banner Ads and Audio can be served through
AT&T AdWorks Online Audience Network.
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Radio Analytics
GM Radio:White-labeled music service through iHeart Radio allows for GM to have its own Music Service. Customers can
choose by Genre, just like Satellite Radio. Opportunity to Serve Banner ads in On-Screen Display and Voice Ads
during commercial breaks.
Radio Ratings Service:
Communicate that AdWorks (with GM) can develop a radio ratings service better than Arbitron
Ratings data will include owner demos, census data, real time usage for terrestrial, satellite and GMchannels
http://www.arbitron.com/home/content.stm
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http://www.arbitron.com/home/content.stmhttp://www.arbitron.com/home/content.stm -
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News Entertainment
Winston:
A voice command app that reads todays
headlines to you as you drive. Opportunity to
include Voice Ads as pre-roll and Banners adsfor On-Screen display.
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2012 AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T
Understanding the Customer
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The combination ofowner usage and demographic data provide a unique CRM and future sales opportunity
Understanding in-vehicle consumption can drive future offerings
Location data provides travel and shopping insights
Opportunity to geo fence competitive service bays
Data match with AT&T customers allows 1:1 targeting
Aligning the GM owner with the AdWorks cross screen platform provides richer media habit analysis
Audience network provides scale and efficiency to conquest
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AT&T Internal Discussion
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2012 AT&T Intellectual Property.All rights reserved Proprietary Information of AT&T
Creating a Connected Car Ad Network
Ad units within the vehicle, in-car usage data and owner data creates a rich platform for 3rd party ad revenue. A captive audience lends itself to messaging from multiple categories food, insurance, retail, etc.
New car buyers are upscale consumers providing marketers with a prime target audience.
Never been done before ad model entices cutting edge marketers.
AT&T can provide GM with an opportunity to create a GM Network or we can aggregate data from multiple
OEMs to sell as an AT&T Connected Car network (assuming we have access to all the data). This is similar to the
Amazon model where shopping behavior is sold to marketers (GM has brand pages on Amazon and receives data
on customer interests and purchases based on which brand page visited.)
We believe theres value in this offering and would like input from EDO on which pathway to explore.
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