Verizon to launch major new ad campaign touting IoT efforts

Lowell McAdam Verizon
Verizon CEO Lowell McAdam. (Verizon)

Verizon is preparing to launch an aggressive new ad campaign as it hopes to expand beyond its traditional wireless business into a multi-faceted corporation touching a wide variety of industries.

The Wall Street Journal reported today that the nation’s No. 1 mobile network operator will unveil “Humanability” this Sunday, a campaign touting its progress in IoT-centric areas such as smart cities, keeping food fresh, and connected healthcare. Among other things, the effort will illustrate how Verizon’s offerings ease traffic flow in Sacramento, Calif., and prevent seafood from spoiling in transit.

“That obviously has a lot to do with our transition from being seen as a wireless carrier to really putting us square in the center, and (as) a leader, as a technology brand,” Verizon CMO Diego Scotti told the Journal. “We’re also expanding from wireless to smart cities, the internet of things, telematics and now also the media and ad business.”

Sponsored by Qualcomm

How Does Support for Unlicensed Spectrum With NR-U Transform What 5G Can Do for You?

Thursday, June 11, 2020 | 12pm ET | 9am PT
Join this webinar to learn how NR-U can help service providers deliver the 5G experience end-users have come to expect, 5G private networks can be deployed without spectrum licenses to address unmet needs and how NR-U brings the power of high-performance 5G to a wider range of industrial Internet of things (IIoT) deployments

Indeed, Verizon—like its top rival AT&T—has moved aggressively beyond its core business as it struggles with a U.S. wireless market that is all but stagnant. The carrier posted a 5.1% year-over-year decline in service revenue in the third quarter, and while its 274,000 retail postpaid phone net adds soundly beat expectations, analysts question whether Verizon can keep up the pace in an era of increasing network parity.

Verizon is clearly gaining some ground aside from its traditional business, however. It posted a 13% year-over-year increase in organic revenue in its burgeoning IoT business in the latest quarter, thanks largely to its telematics division. And its Oath division—which comprises media properties such as AOL and Yahoo—generated $2 billion in revenue, although many analysts question the viability of that business.

Regardless, Verizon is clearly—and rightly—eager to invest in a variety of segments to offset slowing growth of the traditional mobile business on which it has built its empire. It stands to reason, then, that the next step is to inform consumers about how that’s happening.

Suggested Articles

Visible Chief Marketing Officer Minjae Ormes said Visible landed on a straightforward message for the prepaid brand's first national TV ad campaign.

Qualcomm Technologies introduced a portfolio of mobile connectivity systems that it’s calling the most advanced Wi-Fi 6E offering of its kind.

Forecasts about the 5G smartphone market in China for the rest of the year are easier to make than almost anywhere else.