gm connected car 6.11.13

7/29/2019 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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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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2012 AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T5

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.


7/14 2012 AT&T Intellectual Property.All rights reserved. Proprietary Information of AT&T

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.



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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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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gm connected car 6.11.13

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