At&t Pitch Brief
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Transcript of At&t Pitch Brief
NEW BUSINESS PITCH
Mobilizing Your World
AT&T
NAME BRAND PITCH TYPE
Creative and Media
MARKET DATE
June 10 , 2016
The Data You Need to Win This Pitch
DESCRIPTIONAT&T’s Announcement: "We've begun a formal advertising media and creative agency review that will cover all traditional and digital services in the U.S. for our Entertainment Group, Business Solutions and Corporate Brand work." (Adweek)AT&T is looking to adopt "a single integrated media and creative operating model made up of affiliated agencies. Doing so will improve efficiencies, quality and consistency across our portfolio."Current & Previous Agencies: The primary media incumbent is WPP’s MEC, which won a consolidation review back in 2007, when the client was spending an estimated $2.3 billion annually. Prior to that review, five shops handled the business including MEC, Digitas, GSD&M Idea City, Initiative and OMD.
AT&T launches creative andmedia review
thUnited States
Client Profile / Market
AT&T, Inc. provides telecommunication services and products, including wireless communications, local exchange services, long-distance services, data/broadband and Internet services, video services, telecommunications equipment, managed networking and wholesale services.
The brand has four main segments: Business Solutions, Entertainment Group, Consumer Mobility and International. The Business Solutions segment provides services to business, governmental and wholesale customers and individual subscribers who purchase wireless services through employer-sponsored plans.
The Entertainment Group segment provides video, Internet and voice communication services to residential customers in the U.S. and U.S. territories. The Consumer Mobility segment consists of AT&T Mobility operations which provide wireless services to consumers, and wireless wholesale and resale subscribers located in the U.S. or U.S. territories. Services include data and voice services, including long distance and roaming services.
The International segment provides video entertainment services to residential customers in Latin America and wireless data and voice communication to consumer and business customers in Mexico. The company was founded in 1983 and is headquartered in Dallas, TX.
FINANCIAL OVERVIEWCOMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
146,801
281,450
15.5%
402,672
103%
10.8%
AT&T in the U.S.
U.S. OPERATING REVENUES
$146
AT&T Wireless customersIn the U.S. and Mexico
$139.6
49%
Entertainment Group
24%
Consumer Mobility
24%
International
3% Business Solutions
Million
Revenues bybusiness segment
Billion
AT&T Business Solutions
AT&T Business Solutions serve
$3.5MILLIONBusinesses
Including almost all the top Fortune
1000
Operates in nearly 200 countries
and territories
$3.6bAT&T’s 2015 Advertising expense
AT&T DATA PATTERNS
AT&T is partnering with Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies to provide data that lets the company track people’s travel data via their mobile phones. Using that information with demographic information, Clear Channel hopes to provide advertisers with information to help them plan more effective, targeted campaigns.
- Adage DataCenter -
Fast Food industry in numbersAT&T Consumer Mobility
"AT&T is dramatically turning itself into an integrated carrier"
David Christopher, AT&T Mobility CMO
Bringing 4G LTE network to 10 Million
Ford cars by 2020.
Launching its Digital Assistant for
customers of its Digital Life services.
Partnering with IBM, CISCO, Deloitte, Ericsson
and GE, to facilitate a series of ambitious
projects to make cities more efficient, including smart sensors and using connected technology.
32.5%AT&T’s market share of wireless subscriptions.
2.5 GbThe monthly average Mobile Data consumption in the U.S.
13%Percentage of car drivers using connected cars in the U.S.
25%Of Household in developed economies will use digital assistants
as primary interface to connected home services by 2019.
- Gartner-
Fast Food industry in numbersAT&T Entertainment Services
$49bIn 2015, AT&Tacquired DirecTV for AT&T is now the
Largest Pay TV provider in the world
26 Million customers
in U.S.
191 Million customers in Latin America
$35.3bIn revenues in 2015. Bigger than Big Media
players like Time Warner, Fox, Viacom and CBS.
Fast Food industry in numbersAT&T’s OTT Services Evolution
AT&T with The Chernin Group formed OTTER MEDIA.
A venture to acquire, invest in, and launch over-the-top services
with a budget of $500 Million
2014 2014 2016
Otter Media foundedEllation to build between 30 and 50
separate niche online video channels appealing to highly engaged audiences
willing to pay for premium content
In 2016’s E3 convention Ellation announced the launch of a new
digital MSO called VRV
VRV has signed licensing deals with leaders in those verticals like
Rooster Teeth, Seeso, Nerdist Alpha, Geek&Sundry, Cartoon Hangover, and Ellation’s own
Crunchyroll.
VRV is a new subscription service that will house content targeted at
viewers who enjoy genre and gaming related entertainment, including fantasy, animation,
comedy and tech.
In 2014 Otter Media purchased a big stake in YouTube’s MCN
FULLSCREEN MEDIA.
2014
In December 2013 Otter Media acquired a controlling interest in CRUNCHYROLL for
about $100 Million
In 2014 Otter Media acquired Creativebug for about 10 Million
13-to-30-year-old targeted
programming
Over 600 Million subscribers
More than 5 billion Monthly
Video Views
Audience who are passionate about making and creating
Subscription based anime
service
Over 750k subscribers
1.5 billion minutes of
streaming video every month
75% paid subscribers
under 35
18 Years old median age of
free viewer
Launched its SVOD service in
April ‘16
Otter Media’s Digital MSO: VRV
“We’re focusing on a particular audience segment. While most of the big, broad platforms are really focused on delivering video in a more
one-dimensional experience, we’re trying to expand beyond the video in different ways to super serve that audience.”
When Ellation surveyed its viewers, it discovered that the most typical identifier was “gamer.” CEO Tom Pickett described Vrv as attempting to serve this broader gamer ecosystem.
Tom Pickett, Ellation CEO
“VRV was created to unite passionate fans around the content they love. Premium channels like Crunchyroll, Rooster Teeth, and the comedy streaming channel Seeso are working hard to bring new and improved programming to
their communities. While each of the audiences are unique, they have a significant amount of overlapping interests.”
Tom Pickett, Ellation CEO
VRV WILL OFFER A VARIETY OF PAY OPTIONS
FULL SUBSCRIPTION BUNDLES A-LA-CARTE FREE,
AD-SUPPORTEDROOSTER TEETH
ANIME FANS GAMERS COMEDY NERDS
GAMERS• • •
• • •
QUICK DEFINITION This segment includes people who are passionate about games on multiple platforms, from PCs, to consoles, to smartphones.
For them, gaming is a 'serious hobby,’ even a sport.
SOCIAL MEDIA FOOD ELECTRONICSENTERTAINMENT
76%
GAMERS
Gamers - AT&T’s audienceAdherence
AT&T’s audience shares 76% of
Gamers’ preferences in areas like
Social Media, Entertainment, Food
and Electronics.
AT&T’S AUDIENCE CROSSOVERS
TOP INFLUENCER BY CONSOLE
GAMERS: SOCIAL MEDIA
OF GAMERS SHARE VIDEO GAMING CONTENT ON SOCIAL
27%
PEWDIEPIE SMOOTH MCGROOVE
TOBUSCUS
OF SOCIAL VOLUME REGARDS XBOX-RELATED CONTENT42%
NINTENDO GAMERS SHARE
39%
Gamers represent about 1/10 of AT&T’s audience.
This segment sparks a strong gamer attitude, With most popular
game-specific trait being “Hardcore Gamers”.
AT&T customers are slightly interested in public figures (51.2
popularity).They are engaged by Comedians,
Actors & Directors.OF ALL VIDEO GAMING CONTENT
35%OF BIG SPENDING GAMERS
USE ONLINE VIDEO TODISCOVER NEW GAMES
PLAYSTATIONXBOX NINTENDO
GAMERS: ENTERTAINMENT
TOP MOVIES
THE AMAZING SPIDER-MAN
CAPTAINAMERICA
IRONMAN
AT&T’s audience consumes high quantity of entertainment content (entertainment junkies 32.2%) but there’s no prominent preference of
one specific form.They are movie lovers (27.9%) as well
as TV Show Lovers (27.6%).
The favorite movie genres are Animated, Action & Adventure and
Comedy.AT&T’s audience loves The Amazing
Spider-Man (119.4 rel) but their favorite movie is Grown Up (131.0)
AT&T’S AUDIENCE CROSSOVERS
KNOWMORE
FAVORITE MOVIE GENRES
ACTION & ADVENTURE
SCIENCE & FANTASY
ANIMATED FILMS
KNOWMORE
ENTERTAINMENT JUNKIES38.5%
MOVIE LOVERS45%
88%RECOMMEND MEDIA &
ENTERTAINMENTPRODUCTS
GAMERS WHO FOLLOW ONLINE
GAMING CHANNELS SPEND
1.2 XFOR ENTERTAINMENT
GAMERS: FOOD
TOP FOOD BRANDS TOP BEVERAGE BRANDS
MONSTERENERGY
MOUNTAINDEW RED BULL KNOW
MOREKNOW MOREPRINGLES JACK LINKS SKITTLES
83%RECOMMEND FOOD & DRINK PRODUCTS
AT&T customers are similar to gamers when it comes to food.
They love Food To Go (pop 157) and snacking (172.7 pop) but their
favorite beverages are Water & Juices (164.8) , while Soft Drinks (156.2)
follow at 2nd place.
The gamer’s favorite food & beverage brands collect positive popularity and
relevance points also on AT&T customers.
They take different choices when it comes to the restaurants. Where
Subway is the undisputed favorite.
AT&T’S AUDIENCE CROSSOVERS
FOOD TO GO
(popularity index)146.8
FAVORITE RESTAURANTS
KNOW MORE
161.1(popularity index)
SOFT DRINKS
GAMERS: ELECTRONICS
AT&T customers are tech-savvy.The Techies trait involves the
14% of the audience and scores high popularity points.
They share the Gamer’s early-adopters mindset
(Tech-Splorers 168.6 pop) but Razer collects low relevance
points (66.1) while Turtle Beach (120.4 rel) seem to attract
interest.
AT&T’S AUDIENCE CROSSOVERS
TOP HARDWARE BRAND
KNOW MORE
TOP CONSUMER ELECTRONIC BRAND
RAZER TURTLE BEACH KNOW MORE
GAMERS WHO FOLLOW ONLINE
GAMING CHANNELS SPEND
155.0(popularity index)
TECHSPLORERS
87% RECOMMEND CONSUMERELECTRONIC PRODUCTS
1.5 XFOR ELECTRONICS
CONSUMER INSIGHTS SUITE
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