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DDMA Mobile Wave 2013
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DDMA Mobile Wave 2013

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Presentation for the DDMA Mobile Wave conference.

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 Presentation Transcript

  • 1. DDMA - Mobile Wave 1 Brechtje de Leij – Sr. Productmanager Mobile
  • 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 CONTENT BRAND CONTEXT (mobile) USER Mobile strategy
  • 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. Strategy NU.nl 5 (mobile) USER #1 media brand Latest news Quick overview #1 mobiel (First) on every screen#1 news website Relevance
  • 6. Mobile device use 6
  • 7. Mobile platform use 7 Traffic on a typical day NU.nl
  • 8. The Ultimate Battle – iOS vs Android 8
  • 9. 9 Advertising
  • 10. Added value in ads 10
  • 11. 11 Mobile is like online 10 yrs ago..
  • 12. “Native” advertisement 12
  • 13. Calendermelding “Use unique activation” advertisement Click2Calendar
  • 14. “Use that mobile context” advertisement 14 Half page banner In-app video Store locator
  • 15. 15 The right question in the right context
  • 16. Sites ánd advertising go responsive 16
  • 17. 17 brechtje@nu.nl @brechtjedeleij of #nieuwnu Questions & feedback