Vice Presient, Western Advertising Sales
Targeting a Customer Throughout the Purchasing Journey
The customer journey is a process. The customer starts thinking about a new car and the brand/model they want to associate with…looks, technology, speed, and safety. Their interest moves to intent, and they start researching and comparing models, nameplates, price and features. Finally, at the purchasing stage, a customer requests quotes and pricing, visits dealerships and determines where they are going to purchase. Using sophisticated data, advertisers can target customers, on TV and across screens, during all three of the purchasing stages – brand, intent, and conversion. Hear from AT&T AdWorks’ Andy Barnet about how precise, data-driven advertising is reshaping the automotive advertising industry.
About Andy Barnet
Andy Barnet is Vice President, Western Advertising Sales for AT&T AdWorks, the advertising sales arm of AT&T. In this role, he is responsible for leading data-driven advanced advertising partnerships and cross-screen targeting capabilities across AT&T’s 25 million TV household subscribers. Andy has a wealth of experience leading high-performance teams with a focus on combining data and technology to power marketing strategies that drive ROI.
Prior to joining AT&T/DIRECTV, Andy held a number of different roles at NBCUniversal. Most recently, he was Senior Vice President, National Sales for Telemundo. He was responsible for leading 7 offices in the US and Mexico focused on obtaining advertising growth for 65 markets in the US and Puerto Rico. Andy has held management positions in national and local sales with NBC and ABC, and launched a new NBC station in San Francisco.