The peel lessons learned v2


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  • Tablets are growing just as fast as smartphones, if not faster. A medium that didn’t exist two years ago, is now used by more than 54M people, growing to nearly 90M in the US alone within the next two years.
  • The iPad, which has completely dominated the tablet market since it basically created it in 2010, will continue to doso throughout the forecast period, though its share will be slowly chipped awayby competitors. The number of US iPad users will more than double betweenthis year and 2014, from 28 million to 60.8 million. By 2014 iPad users will stillaccount for 68% of the overall US tablet audience. If Apple executes the strategy that we think it will for the iPad 3 (iPad 2s at a $299 price point), that domination will not slow for some time to come.
  • However, you can’t put the same content on a new device and expect a different demographic to use it. A younger audience expects a different experience on mobile than an older audience. To acquire this audience, you have to create a personalized experience with content specifically designed for the device. This is an audience that doesn’t’ already read your product, so you have to reach out. We’ll discuss how in a few minutes.
  • How do we acquire a younger audience? Content! With daily features and other content intended for that audience.
  • How do we acquire a younger audience? Content! With daily features and other content intended for that audience.
  • Tablets are arguably worse than smartphone apps. Tablets seems to be all about audience retention. Apps are largely replicas, don’t take advantage of technology. Long Beach and Augusta are actual replicas
  • ….. and uses and functionality of the device in providing interactive content!
  • Also… Multi media using device’s functions: 360 degree turning, “rub and reveal”, audio, photo slide shows & video
  • Beyond content, you have to create a voice for your product (from the profile of the demographic – humanized), and have targeted advertising and social media efforts designed to attract that audience.
  • What did we do to correct issues i.e. change name and marketing focus.
  • From the ground up, on this project, we had AUDIENCE ACQUISITION as the main goal. Aimed at our desired audience with content intended to attract them.
  • Drive consumer to the Apple store download…Advertising on Pandora has been particularly effective.The same principle used for reaching this demo with Social Media. applies to reaching them with advertising. Drive awareness via targeted ad to their platforms…. FISH WHERE THE FISH ARE.
  • Drive consumer to the Apple store download…Advertising on Pandora has been particularly effective.The same principle used for reaching this demo with Social Media. applies to reaching them with advertising. Drive awareness via targeted ad to their platforms…. FISH WHERE THE FISH ARE.
  • Drive consumer to the Apple store download…Advertising on Pandora has been particularly effective.The same principle used for reaching this demo with Social Media. applies to reaching them with advertising. Drive awareness via targeted ad to their platforms…. FISH WHERE THE FISH ARE.
  • Shameless plug – The Peel is a bright spot in this morass
  • Let’s assume you have created the content for the demographic you want to reach and you’ve done the work to grow your audience. How do you create a revenue stream?
  • While much time spent on mobile is on communication activities that marketers would be wise not to interrupt (such as phone calls), it is also an underused touchpoint.On the flip side, newspapers and magazines continue to command ad dollars far ahead of their importance in consumers’ day. Part of this is due to the cost of advertising—glossy magazine ads and full-page newspaper spreads command higher rates than much digital advertising. But it also indicates that the revenue troubles for print will likely continue as advertisers follow eyeballs and continue to pull spending from these media.
  • On the tablet side, start with the fact that users are more engaged than web users, with 77% using the device daily, spending more than 90 minutes per day with their tablet. They are also voracious consumers of news
  • Tablet users are more engaged with content and with ads. The click through rate is 10X more than web, with 3x higher visits and 11x more page views per unique. As a result, we believe that tablet ads should be sold in a similar way as TV, via share of voice instead of the traditional web CPM method
  • Custom landing page with each mobile adIncludes video, rich media, social media and incentivesMetrics - Landing Page views, web clicks, email clicks, click to call, user analysisLeveraging Creative Resources: OCR was able to create compelling mobile content that incorporated key Kohl’s initiatives – social, email collection, text opt-in, featured clothing collections Winning the Business: OCR won out over LA times and others by offering mobile landing pages and integrated advertising that matched their agency qualityActing as an Agency: OCR iPad landing page designs were used in additional markets for iPad landing page creative
  • Ads on the iPad can also be much more attractive than print ads, as this example shows
  • Mobile and tablet are only going to get bigger. To make sure that that 23:1 ratio of time spent versus dollars spent doesn’t get worse, it’s imperative to have standalone sales teams selling mobile and tablets. As an industry we have struggled to sell the web, we don’t want to make a mistake when it comes to mobile and tablets. Some would have you think that selling subscriptions is the way to go, and that might be true, as users seem more likely to pay for content on a tablet than the web. However, we think you have to have a consolidated approach when it comes to charging for content. After all, why would someone pay for your iPad app if all your web content was available for free?
  • We fought this battle constantly, both internally and externally.  It may be that your legacy brand is important for initial credibility, but not so much that your readers think it’s the exact same content that’s in your traditional print product.The large scope of news gathering and related content available for your product is critical to success, and therefore your relationships with legacy journalists are crucial.  We had a great rapport with the local content center; they loved that we were focused on expanding the audience.  They appreciated our role, which was to aggregate relevant content, and to design new elements that brought the content to life on the iPad. Our everyday decisions revolved around our target audience, not what was on the front page of the legacy newspaper or on the homepage of the legacy website.
  • Our most viewed stories were usually video-focused stories or features.  We created original series based on prep sports, behind-the-scenes insight into local entertainment, coverage of products & people from our local community and fashion trends.  We had 5 original content series, or “shows” as we called them, in The Peel, We aired the shows on consistent days each week, and we adopted a TV-like marketing effort.  Most of these TV/video products also became hits on The OC Register website.  However, we always kept original show programming exclusive to the iPad for 48 hours.We also showed the importance of hiring employees to work on these projects that came from entertainment, TV, production and design.The feature stories were brought life with written content, short videos, high-res images and interactive features created in HTML5.  In fact, our usage patterns would go off the charts when we had a rub & reveal HTML5 function in a feature story.“Time Spent” with the product averaged 13 minutes each time a person opened the app.
  • Most legacy publishing systems start with a page-layout system that does not understand HTML5 or high-res images; we spent countless hours each day trying to make our desired functionality work within a system that didn’t want to accept it. We had wanted to focus all efforts around the needs and expectations of the end user, and not what the system would or would not do.  Sounds naive, but we missed many opportunities to grow upon content functionality due to being held back by the publishing system.We were so busy just trying to make our deadlines each day in the early stages, that we didn’t have time to collect data that would dictate what changes were needed.The name change to “The Peel” occurred when we had realized that most of the users of the iPad app were actually the same people who received the daily traditional print and website versions of the newspaper. These readers were actually upset that they couldn’t find the stories from the web in the iPad app.  They were expecting an iPad rendition of the website and print products.  We quickly made a strategic shift away from the flagship brand, and what a difference it made. However, again a little late.  It’s not always easy being on the edge of new technology.
  • We were so focused on the Monday through Saturday readers, that we didn’t realize the Sunday users want a similar experience.  We were thinking Sunday was a time when people would slow down and take a look at the printed newspaper.  In fact, what really occurred was that our younger readers were used to experiencing the Monday through Saturday editions, and were actually disrupted by not getting the same experience on Sundays. And, they were not users of our other products; therefore there was a gap in their daily flow of news.I’m not sure much progress could have been made in this realm, as we simply didn’t have enough scale to gain major sales.  We sold advertising to casinos, sporting goods and some retail, but nowhere else.  The ads that we created for these particular advertisers looked great on the iPad. It was impressive. In the end, we ended up with the budgeted sales we had hoped for, but those numbers didn’t create profits.  
  • I truly believe that we could have been profitable based on our original 2-year timeline. The knowledge gained from this experience has allowed me to become an industry expert in Mobile and Tablet publishing, but boy did it come with some bumps and bruises.  
  • What are the 5 rules on how to manage disruptive change at a legacy publishing company.
  • What are the 5 rules on how to manage disruptive change at a legacy publishing company.
  • The peel lessons learned v2

    1. 1. iPad App, Curated Content: Ups & Downs! reach new users? add new revenue stream? @hoosier40
    2. 2. Why create iPad app? Why curated content?  1 in 3 internet users to use Tablet by 2014  Percentage of iPad users among Tablet  The demographic of Tablet users  Tablet users want content to function w/ device  Younger demographic wants unique content  50+ demographic wants replica! @hoosier40
    3. 3. 1 in 3 internet users to use a tablet by 2014 US market, eMarketer Nov, 21, 2011
    4. 4. Percentage of iPad users among tablets US market, eMarketer Nov, 21, 2011 US market, eMarketer Nov, 21, 2011
    5. 5. Demographic of Tablet users US market, Report by Pews Research Center Oct 25, 2011
    6. 6. Younger demo wants content differently  More personalized by their likes and dislikes  Want unique content specifically designed for the device  They are not already reading your product, so you have to reach out Building content for a mass audience doesn’t work anymore… @hoosier40
    7. 7. OCR iPad app: Reaches out to younger demo  Unique content every day  Daily, regularly scheduled multi media feature stories  Content that takes advantage of the iPad functions  Aimed at a younger demographic than newspaper
    8. 8. OCR traditional print demo wants digital replica!  They like convenient access to content via smartphone  Shorter versions of same stories are fine  Like what they are used to – replica and news
    9. 9. Tablet apps designed for traditional audience
    10. 10. OCR iPad app transforms the print newspaper! @hoosier40
    11. 11. OCR App: content made for iPad functionality
    12. 12. Community building & growing downloads Create a VOICE! A profile Targeted advertising Social Media
    13. 13. What did we learn after initial launch?  Surveys showed people liked graphical approach  Most users were similar demographic as website audience  Questions concerning location of stories seen on website & obituaries  Hard to find sections pertaining to print product  Small numbers of new audience
    14. 14. Why did we rebrand app in 2012?  Admit failure to reach new audience  OCR brand while credible was a negative  Audience we wanted was more about video & content specific to them  Communicate findings & corrective actions  Change marketing to only use social & media associated with audience  Use social & audience we were after to come up with name  Adopt TV like approach to marketing & content @hoosier40
    15. 15. Rebranding: OCR iPad App becomes The Peel
    16. 16. The Peel Monthly Insights
    17. 17. The Peel: Target ads to 25-45 yr old iPad users
    18. 18. The Peel 2012 Survey Results  Average: 35 - 49 years old  61.7 / 38.3, male/female  53.9% annual income $100k or higher
    19. 19. Drive inbound traffic to a website…
    20. 20. The Peel, a bright spot according to Newsosaur
    21. 21. 2012… the explosion of iPads sold  iPad sold 17 million units in Apr-Jun 12 - NEW RECORD  More iPads sold in this period than any PC manufacturer sold of entire PC line  Last year iPad had 62% market share NOW 68% share  iPad is 91% of all tablet web traffic - Where are all the other tablets  700,000 apps in store 250,000 specific to iPad  Apple has sold 400 million IOS devices through June of this year
    22. 22. Revenue Stream from Mobile Apps @hoosier40
    23. 23. Ad Spending needs to catch up w/ Time Spent
    24. 24. Tablet users are even more engaged!  Tablet consumers spend more time daily  Check headlines 52%, read articles 42% SS US market, Report by Pews Research Center Oct 25, 2011
    25. 25. Selling Ad Space using Share of Voice vs CPM  On Tablets, users are more engaged with the content and the ads:  High Click Through (0.7%+)  3X higher visits  11X higher page views per unique than web  Much higher time spent  SOV is about percentage of pages viewed vs. CPM Unique audience is worth more and is sold in a different way @hoosier40
    26. 26. medium is new so we create the landing pages
    27. 27. print ad „clutter‟… to iPad excellence! @hoosier40
    28. 28. Where do we see this going? More ad impressions • Page views will continue to grow Standalone sales teams • Focused on selling mobile in larger markets Subscription based? US market, Report by Pews Research Center Oct 25, 2011
    29. 29. Lessons learned… the good stuff  We learned a key factor in attracting a younger audience was to brand the product with a unique name (non-replica of the newspaper), and play down any connection to its legacy brand.  Collaboration is very important with existing content sources, as the resources available from the legacy brand are vast. @hoosier40
    30. 30. Lessons learned… the good stuff  Video must play a major role in the development of content..  We inspired many other content businesses to follow our lead and produce content similar to The Peel.  The key component of The Peel each day was the feature story, with interactivity – with iPad functionality.  We averaged around 5,000 “Uniques” per week and had over 125,000 total downloads of the app.
    31. 31. Lessons learned… the not-so-good stuff  We started out thinking the best thing we could do was to tie our publishing efforts into our existing content management system and workflow. What a mistake.  We should have developed more video and original content sooner.  The name change to “The Peel” (from its original name “OC Register Tablet app”) occurred a bit late in the game. @hoosier40
    32. 32. Lessons learned… the not-so-good stuff  We should have created a Sunday edition of The Peel.  Finally, sales and advertisers weren‟t ready for this new medium‟s type of analytics. Selling “share-of-voice” was foreign to our sales reps and advertisers, who wanted to talk cpm based buys. @hoosier40
    33. 33. With new ownership came new expectations  The investment period for The Peel was cut off a year too short before we could witness true success.  I believe the future is bright for products designed to engage and deliver what a user expects from the device they are using.  Publish around audience expectations, don‟t try to repurpose traditional newspaper content to fit the screen of the device. @hoosier40
    34. 34. How to manage disruptive change at legacy?  Do your homework  Get CEO backing  Field the right team – don‟t repurpose  Recruit a sales champion  Admit failures & build on them @hoosier40
    35. 35. How does The Peel compare to The Daily  The Daily was staffed as a success from day one – 200 people  Tried to be iPad version of newspaper – transition vs acquisition  Moved to subscription base before enough scale of iPad audience  Never adopted TV style approach w/marketing or shows  Newscorp restructuring – lost CEO support
    36. 36. The original OC Register Tablet team  @hoosier40Doug Bennett, Benwood Farm: Mobile in Action!
    37. 37. Thanks! @hoosier40Doug Bennett, Benwood Farm: Mobile in Action!
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