DDMA Mobile Wave 2013

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Presentation for the DDMA Mobile Wave conference.

NU.nl mobile: use the mobile context to create relevant user reading experiences and relevant mobile advertising experien.

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DDMA Mobile Wave 2013

  1. 1. DDMA - Mobile Wave 1 Brechtje de Leij – Sr. Productmanager Mobile
  2. 2. Mobile strategy “Having a Mobile Strategy is Like Having a Laptop Strategy 20 Years Ago” Bron: AdAge Digital by Jon Steinberg 21 November 2012
  3. 3. 3 CONTENT BRAND CONTEXT (mobile) USER Mobile strategy
  4. 4. Mobile context mayhem • Mobile site / App – Different app versions. • Platforms – Android, iOS, Windows7.8, Windows8, BB7, BB10, Bada, Symbian, etc. – Different software versions. • Hardware – From expensive to cheap. – Users have multiple connected devices. • Screen sizes – Smartphone - phablet - tablet and all in between. • Connection speed – Wifi, 2G, 3G, 4G. • Time – Morning, during the day, evening. • Place – Bedroom, couch, public transport, at work, toilet, etc. 4
  5. 5. Strategy NU.nl 5 (mobile) USER #1 media brand Latest news Quick overview #1 mobiel (First) on every screen#1 news website Relevance
  6. 6. Mobile device use 6
  7. 7. Mobile platform use 7 Traffic on a typical day NU.nl
  8. 8. The Ultimate Battle – iOS vs Android 8
  9. 9. 9 Advertising
  10. 10. Added value in ads 10
  11. 11. 11 Mobile is like online 10 yrs ago..
  12. 12. “Native” advertisement 12
  13. 13. Calendermelding “Use unique activation” advertisement Click2Calendar
  14. 14. “Use that mobile context” advertisement 14 Half page banner In-app video Store locator
  15. 15. 15 The right question in the right context
  16. 16. Sites ánd advertising go responsive 16
  17. 17. 17 brechtje@nu.nl @brechtjedeleij of #nieuwnu Questions & feedback

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