In a media landscape fraught with uncertainty as cookies crumble, could mobile fill the gap?
JP Colaco thinks so. The media and ad industry veteran joined as T-Mobile Advertising Solutions‘ SVP & Chief T-Ads Officer in 2023 after executive stints at WarnerMedia, Apple, Hulu, and The Walt Disney Company.
At its IAB NewFronts pitch, T-Mobile Advertising Solutions offered up several new initiatives.
New for the NewFronts
In what was its first ever NewFronts presentation, T-Mobile Advertising Solutions announced:
- An in-store retail media network (RMN) with 20,000 screens across 11,000 T-Mobile and Metro by T-Mobile store locations across the US.
- CTV inventory expansion through Plex, the streaming media company.
- Inventory through its T Life app, reaching seven million customers.
The company says: “Combining digital-out-of-home (DOOH) solutions like the RMN with T-Mobile’s growing rideshare solutions, the reach for advertisers is 58 million consumers per month.”
Data-Driven Storytelling in a Fragmented Ecosystem
Amidst the prevailing fragmentation in media consumption, Colaco stresses the importance of leveraging T-Mobile’s substantial data. “We want to use our powerful data to help inform the ecosystem so that we can actually take this fragmentation and make an interesting story about it,” Colaco says, in this video interview with Beet.TV’s editorial director Lisa Granatstein.
Colaco’s move to T-Mobile was fueled by the telecom giant’s “incredible brand,” its massive customer base, and the “pocket full of insights” that mobile data can provide.
As the advertising world transitions to a cookieless future, Colaco envisions an environment where consumers willingly exchange their data for more personalized experiences. “You have a huge set of users that will opt in to give you their information because they do want more relevant advertising,” he explains.
The Centrality of Mobile Data to Marketing
Though connected TV (CTV) may be having a day in the sun, Colaco emphasizes the centrality of mobile phones in people’s lives and the consequent value of mobile data for marketers.
“Your phone is with you at all times. It is the centerpiece of your life,” he points out. The wealth of information that mobile devices hold, according to Colaco, is unparalleled. “We can use that data as signals to provide to marketers and to deliver more efficient and more effective advertising.”
T-Mobile’s Magenta Advertising Platform ties its touchpoints together across apps, mobile, desktop, CTV and DOOH.
You’re watching Beet.TV’s coverage of the 2024 NewFronts.
