0
Presented by:
Raul Vielma
Director of Digital
The Palm Beach Post
rvielma@pbpost.com
Shifting to Mobile
September 20, 2011...
What you can expect from this workshop
 The evolution of media consumption
 The rapid adoption of mobile devices
 Mobil...
Increase in media choices continues to evolve
3
In the beginning there was only
one vehicle to reach consumers
Now there a...
2011 not stopping media expansion…
4
Widgets and Apps
Average number of
apps downloaded to
a smart phone 271
Mobile as an
...
The Advertising Challenge
"Half the money I spend on advertising is
wasted. Trouble is, I don't know which half."
John Wan...
What if we could change the dynamic?
• Interruptive
• Non-personalized
• Mass audience
• One-way
• Impression / click metr...
Local media will own mobile
News and local info key mobile web
driver (Borrell Assoc.)
• 65% of mobile content consumed is...
8
Mobile Offers New Audiences
9
Mobile Offers New Audiences
Mobile Offers New Audiences
Dec. 1, 2010
“A majority of the growth mobile ads will experience over the
next few years will...
Mobile Offers New Audiences
Smartphones Outsell PCs
By SARAH PEREZ of ReadWriteWeb
According to IDC, smartphone manufactur...
Smartphones Outsell Feature Phones
12
Mobile is Huge for Local Information Seekers
• 95% of smartphone users have looked for local information
• 77% have contac...
Fastest growing technology in modern times
- Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10)
Mobile Offers ...
Currently own a mobile phone: 1,271,100
Source: 2010 Scarborough Report, Release 2
15
Top 5 ways mobile phone users use th...
Fact or Fiction: Only young people use smart phones.
24%
18%
25%
15%
0% 25% 50%
Adults 45 to 54
Adults 35 to 44
Adults 25 ...
Fact or Fiction: Smart phone users make money.
40%
60%
0% 50% 100%
Less than $75,000
$75,000 or more
7%
71%
49%
67%
0% 25%...
Mobile 101
• Smart phone: An advanced phone with an operating
system; runs apps, requires data plan.
• Feature phone: A lo...
Mobilizing for Success
19
Shorter Loading Time
20
Mobilizing for Success
Longer Loading Time
a) Extend your online digital ad sale to the mobile device
21
Mobilizing for Success
• Highest engagement apps in the industry
• Fastest download speeds
• Full offline usage and reporting of offline activity...
Post Mobile Efforts
23
The Palm Beach Post
mobile site
(m.palmbeachpost.com)
receives more than 1
million page views each
...
Mobile Applications = More Engagement
 Mobile applications drive 8 -10X page views v. mobile web
 Click through rates 4-...
Web + Apps: Work Better Together
Page Views
UniqueUsers
High
Low
Low High
Mobile
Apps
Mobile
Web
25
Benefits of having a Mobile Strategy
1. Highly personal media channel – Look At vs.
Listen To environment
2. Strengthen me...
Local Publisher Accounts and Categories
Verve Network – Final 2010
Local Advertising by Categories
#1 Auto Dealers
#2 Real...
Automotive
Tier Banner Ad Spend CPM CTR %
1 $2, 400
$600 (R)
$16,185 (R)
$15
$15
$15
.31
.34
.34
1 $85,000 (6 dealer co-
o...
Real Estate
Tier Category Banner Ad Spend CPM CTR
%
1 Broker – iPhone app $ 6,000
$24,000 (R)
$20
$20
.25
1 Builder $7,800...
Education
Tier Category Banner Ad Spend CPM CTR
%
1 (Online Masters) $3,855 $20 .33%
1 Graduate School $5,100 SOV .17
2 Te...
Bank / Finance
Tier Category Banner Ad Spend CPM CTR
%
3 Bank $2,244 $17 .42
2 Bank $6,000
$7,500 (R)
75%
SOV
.98
1 Bank $...
Bank / Finance
Tier Category Banner Ad Spend CPM CTR
%
1 Beneficial $15,000
$15,000
$15
$15
.65
.45
1 Hyperion $2,400 $15 ...
Bank / Finance
Tier Category Banner Ad Spend CPM CTR
%
3 Sec. Natl. Bank
Enid
$1,350 $15 .52
3 Dover Philad
Gthse Tms Rep
...
Events / Entertainment
Tier Category Banner Ad Spend CPM CTR
%
2 Casino $7,500 $17.50 .27
2 Casino $500
$500 (R)
$2,000 (R...
Retail
Tier Category Banner Ad Spend CPM CTR
%
1 Crafts / Hobby $15,000 $15 .36
2 Local Jewelry $4,500 $15 .39
3 Local Dep...
Recruitment
Tier Category Banner Ad Spend CPM CTR
%
2 Bank $600 $15 .56
1 Aerospace Eng. $600 $15 .28
2 Hospice Care $3,60...
Restaurants / QSRs
Tier Category Banner Ad Spend CPM CTR
%
1 Family Style
Restaurants
$18,000 $15 .51
1 National Pizza
Fra...
Grocery
Tier Category Banner Ad Spend CPM CTR
%
1 Schnucks
(various
$24,000 $19.50 .67
2 Publix
(contest)
$ 558
$ 3,780 (R...
Hospitals / Health Care
Tier Category Banner Ad Spend CPM CTR
%
1 St. Lukes $3,168 $15 .12
2 Roper St. Francis
Hospital
$2...
Home Services
Tier Category / Goal Banner Ad Spend CPM CTR
%
2 Cable/Internet/Phone $9,000 $15 .51
1 Locksmith $12,000 $15...
Local Services
Tier Category Banner Ad Spend CPM CTR
%
1 Insurance Agent $6,480 $18 .26
2 Massage / Tanning $8,100 $27 .22...
The Audience
The Offer
The Results
42
The Verve Mobile Value Proposition
Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB
 ALWAYS “ON”:
• A typical mobi...
The Mobile Marketing Pizza
44
The Mobile Ad Buy
 Advertisers get an exclusive,
uncluttered environment (only
one ad banner per page).
 Closely associate your brand
or s...
The Mobile Marketing Pizza
But Where Does the Mobile Click Go?
46
 Verve hosted web page with
offer information.
User clearly sees more about
the advertised offer.
 Enables advertiser t...
The Toppings: Click to Action Menu
The Mobile Marketing Pizza
Make a direct phone call
with one touch
Click to Call
Find a...
49
Click to Call
50
Click to Email
Denver Post – NAPAAuto Parts
51
Click to Map
“Deliver coupon or offers directly to customers”
SMS (Short Message Service)
52

User taps the banner
Banner converts to “Panel” - fills the page
Device responds
accordingly
User selects click to map
o...
DO DON‟T
Best Practices / Techniques
✔ Keep your banner simply worded with call to action
– rotate the creative ~ monthly
...
Bill Ganon, GM Local Markets
Verve Wireless
bill@vervewireless.com 760.479.0055
Questions?
55
Raul Vielma, Director of Dig...
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  • Need new screen shots here with our new iphone and Android apps. Again, diverse group on pubs would be good (and our apps – I think these are AP white label). Add these bullet points on key features:- Highest engagement apps in the industry- Fastest download speeds - Full offline usage and reporting of offline activity- Optimized for revenue generation
  • Transcript of "Digitaldowloadallmobile 110915125232-phpapp02"

    1. 1. Presented by: Raul Vielma Director of Digital The Palm Beach Post rvielma@pbpost.com Shifting to Mobile September 20, 2011 RealSolutions.PalmBeachPost.com Bill Ganon GM Local Markets Verve Wireless bill@vervewireless.com.com Not sure of visual yet Not sure of visual yet
    2. 2. What you can expect from this workshop  The evolution of media consumption  The rapid adoption of mobile devices  Mobile Market Overview  Mobilizing for Success  What‟s selling today?  The mobile Ad buy  Pricing the Deal 2 2
    3. 3. Increase in media choices continues to evolve 3 In the beginning there was only one vehicle to reach consumers Now there are almost too many to count 3
    4. 4. 2011 not stopping media expansion… 4 Widgets and Apps Average number of apps downloaded to a smart phone 271 Mobile as an ad platform Mass adoption of smart phones in the U.S. 70.4 million in 20101 Boom in tablet market 15.5 million units sold forecasted in 20112 Increase in social use and time spent Nearly 154 million UVs on Facebook Dec. 20103 Tweeter and social media as ad vehicles Augmented Reality Mass adoption of QR codes Social Coupons Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010
    5. 5. The Advertising Challenge "Half the money I spend on advertising is wasted. Trouble is, I don't know which half." John Wanamaker legendary Philadelphia retailer 5
    6. 6. What if we could change the dynamic? • Interruptive • Non-personalized • Mass audience • One-way • Impression / click metrics ADVERTISING MARKETING • Conversational • Tailored / Relevant • 1:1 • 2 way relationship • Engagement metrics 6
    7. 7. Local media will own mobile News and local info key mobile web driver (Borrell Assoc.) • 65% of mobile content consumed is local • Mobile news generate highest frequency of use • Breaking News – a mobile killer app • New media to generate 22% of local advertising revenue by 2013 • Trusted local brands • Leading source of news and information • Local ad sales force – 150,000 in US 80% of local content providers believe that mobile will be their main distribution channel within 3 years.09 (Center for Media Research Annual Study) 40% of local content providers believe that mobile may be significant some day08 Sept. 7 Mobile Offers New Audiences
    8. 8. 8 Mobile Offers New Audiences
    9. 9. 9 Mobile Offers New Audiences
    10. 10. Mobile Offers New Audiences Dec. 1, 2010 “A majority of the growth mobile ads will experience over the next few years will come from an area all of the web is turning to: local. BIA/Kelsey is calling for U.S. mobile local ad dollars to rise from $213 million in „09 to $2.03 billion in 2014 (57 percent CAGR). For the past year, local was just getting started, as it represented only 44 percent of total U.S. mobile ad revenues last year. But by 2014, it will have a 69 percent share of the mobile ad market.” As of 6/23/11: BIA Kelsey increased forecast to $2.8B! 10
    11. 11. Mobile Offers New Audiences Smartphones Outsell PCs By SARAH PEREZ of ReadWriteWeb According to IDC, smartphone manufacturers shipped 100.9 million devices in the fourth quarter of 2010, while PC manufacturers shipped 92.1 million units worldwide. Or, more simply put, smartphones just outsold PCs for the first time ever. February 8, 2011 11
    12. 12. Smartphones Outsell Feature Phones 12
    13. 13. Mobile is Huge for Local Information Seekers • 95% of smartphone users have looked for local information • 77% have contacted a business after seeing an ad • 44% actually purchased something. Google Ipsos – Think Insights” 13
    14. 14. Fastest growing technology in modern times - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10) Mobile Offers New Audiences 14
    15. 15. Currently own a mobile phone: 1,271,100 Source: 2010 Scarborough Report, Release 2 15 Top 5 ways mobile phone users use their phone: 1. Make local and long distance calls (75%) 2. Text (49%) 3. E-mail (19%) 4. News/Traffic (15%) 5. Search (14%) More than 1,271,100 mobile phone users in our market. Some of the demographic characteristics of mobile phone users are: ▀ Adults 18 to 44 (41%) ▀ College educated (57%) ▀ Have children (32%) ▀ Employed (54%) ▀ Household income of $75,000 or more (41%)
    16. 16. Fact or Fiction: Only young people use smart phones. 24% 18% 25% 15% 0% 25% 50% Adults 45 to 54 Adults 35 to 44 Adults 25 to 34 Adults 18 to 24 Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up. 3% 6% 30% 61% 0% 25% 50% 75% 100% Widowed Divorced/Legally… Never married (single) Married Male, 5 2% Female, 48% Total Palm Beach County Adults: 1,025,700 Source: 2010 Scarborough Report, Release 1 18% 82% 0% 50% 100% Adults 55+ Adults 18 to 54 Fact or Fiction: Smart phone users Source: 2010 Scarborough Report, Release 2 16
    17. 17. Fact or Fiction: Smart phone users make money. 40% 60% 0% 50% 100% Less than $75,000 $75,000 or more 7% 71% 49% 67% 0% 25% 50% 75% 100% Retired Employed Children under 18 College educated Fact or Fiction: Smart phone users are educated. Total Smart Phone Users: 541,600 Source: 2010 Scarborough Report, Release 2 20% 23% 17% 0% 25% 50% $150,000 or more $100,000 to $149,999 $75,000 to $99,999 13% 14% 16% 22% 0% 25% 50% Service Management Professional Sales & Office Fact or Fiction: Smart phone users Source: 2010 Scarborough Report, Release 2 17
    18. 18. Mobile 101 • Smart phone: An advanced phone with an operating system; runs apps, requires data plan. • Feature phone: A low-end phone for calling, text messaging or basic Web activities • SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.” • Native apps vs. web apps: Native apps are downloaded/stored on the device; web apps live on the Web and are viewed via the Internet. • Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post‟s shortcode is 72411 (PB411).
    19. 19. Mobilizing for Success 19
    20. 20. Shorter Loading Time 20 Mobilizing for Success Longer Loading Time
    21. 21. a) Extend your online digital ad sale to the mobile device 21 Mobilizing for Success
    22. 22. • Highest engagement apps in the industry • Fastest download speeds • Full offline usage and reporting of offline activity • Optimized for revenue generation Publishing Solutions: Mobile Apps 22
    23. 23. Post Mobile Efforts 23 The Palm Beach Post mobile site (m.palmbeachpost.com) receives more than 1 million page views each month. The Post iPhone app has been downloaded more than 20,0000 times. Receiving more than 200,000 page views a week. The Post‟s iPad launched in August! 23
    24. 24. Mobile Applications = More Engagement  Mobile applications drive 8 -10X page views v. mobile web  Click through rates 4-5X higher (ad stays anchored at bottom) 24
    25. 25. Web + Apps: Work Better Together Page Views UniqueUsers High Low Low High Mobile Apps Mobile Web 25
    26. 26. Benefits of having a Mobile Strategy 1. Highly personal media channel – Look At vs. Listen To environment 2. Strengthen media reach against younger demos 3. Clean, exclusive, Leaderboard on page presence for advertiser message 4. Custom landing pages ensure clarity of advertiser offer 5. Engagement tools offer unparalleled connection options for users 6. Click through rates higher than basic online: avg. btwn .30 -.50. Apps higher. 26
    27. 27. Local Publisher Accounts and Categories Verve Network – Final 2010 Local Advertising by Categories #1 Auto Dealers #2 Real Estate #3 Education #4 Banking #5 Entertainment #6 Retail #7 Restaurants/Groc #8 Home Services #9 Local Services #10 All Other
    28. 28. Automotive Tier Banner Ad Spend CPM CTR % 1 $2, 400 $600 (R) $16,185 (R) $15 $15 $15 .31 .34 .34 1 $85,000 (6 dealer co- op buy in market) $15 .57 to .70 1 $1,000 $1,000 (R) $4,500 (R) $20 .14 1 $1,800 $900 (R) $2,700 (R) $18 $18 $18 .18 .19 .22 2 $680 $20 .62 2 $2,450 $2,450 (R) $15,000 (R) $15 1.18 28
    29. 29. Real Estate Tier Category Banner Ad Spend CPM CTR % 1 Broker – iPhone app $ 6,000 $24,000 (R) $20 $20 .25 1 Builder $7,800 $15 .47 1 Senior Living $7,500 $15 .20 1 Builder $1,950 $1,950 (R) $15 .24 2 Builder $5,500 $15 .15 3 Agent $4,000 $16 .40 29
    30. 30. Education Tier Category Banner Ad Spend CPM CTR % 1 (Online Masters) $3,855 $20 .33% 1 Graduate School $5,100 SOV .17 2 Technical / Vocational $18,000 SOV .23 2 K-12 Private $54,000 $15 .21 1 Summer Classes $5,000 $20 .18 1 Grad School $1,503 $15 .31 30
    31. 31. Bank / Finance Tier Category Banner Ad Spend CPM CTR % 3 Bank $2,244 $17 .42 2 Bank $6,000 $7,500 (R) 75% SOV .98 1 Bank $24,000 SOV .17 2 Bank $1,000 $25 1.07 1 Credit Union $3,800 $20 .37 2 Credit Union $17,280 $18 .15 31
    32. 32. Bank / Finance Tier Category Banner Ad Spend CPM CTR % 1 Beneficial $15,000 $15,000 $15 $15 .65 .45 1 Hyperion $2,400 $15 .22 1 Dollar $17,200 (R) $15 .33 1 Conestoga $5,000 $3,333 $15 1.3 2 Geico $1,800 $18 .48 2 Savings Inst. $1,500 $5,250 $30 $30 .51 .66 32
    33. 33. Bank / Finance Tier Category Banner Ad Spend CPM CTR % 3 Sec. Natl. Bank Enid $1,350 $15 .52 3 Dover Philad Gthse Tms Rep $1,500 $15 .74 2 FNCB Times Leader $2,625 $15 1.2 1 State Bank The Telegraph $14,400 $15 .56 1 Jefferson Fin CU $5,400 $15 .46 1 National Penn $9,000 $15 .23 33
    34. 34. Events / Entertainment Tier Category Banner Ad Spend CPM CTR % 2 Casino $7,500 $17.50 .27 2 Casino $500 $500 (R) $2,000 (R) $15 .17 3 Jazz Festival $500 $30 .68 1 Boat Show $5,000 $20 .11 1 Rodeo $2,000 $16 .33 2 County Fair $1,250 $16.50 .32 34
    35. 35. Retail Tier Category Banner Ad Spend CPM CTR % 1 Crafts / Hobby $15,000 $15 .36 2 Local Jewelry $4,500 $15 .39 3 Local Dept. Store $300 $10 .43 2 Katy Mills (Shoes) $1050 $15 .43 2 Furniture $2,200 $2,200 (R) $20 .32 1 Mattress $8,325 $3,975 $15 .31 35
    36. 36. Recruitment Tier Category Banner Ad Spend CPM CTR % 2 Bank $600 $15 .56 1 Aerospace Eng. $600 $15 .28 2 Hospice Care $3,600 $12 .12 2 Oil Drilling $725 $15 .48 36
    37. 37. Restaurants / QSRs Tier Category Banner Ad Spend CPM CTR % 1 Family Style Restaurants $18,000 $15 .51 1 National Pizza Franchise $13,500 $47,250 (R) $15 $15 .13 .20 2 National Fast Food $30,000 $72,000 (R) $24 .20 2 Conv. Store $16,000 $15 .89 3 Reg. Pizza Chain $680 $20 .54 37
    38. 38. Grocery Tier Category Banner Ad Spend CPM CTR % 1 Schnucks (various $24,000 $19.50 .67 2 Publix (contest) $ 558 $ 3,780 (R) $ 2,880 (R) $12.50 $17 $18 .11 .19 2 Food City (gas coupon) $510 $15 .34 1 Piggly Wiggly (recipe) $21,600 $15 - 1 Shop Rite (gas coupon) $550 $15 .32-.56 38
    39. 39. Hospitals / Health Care Tier Category Banner Ad Spend CPM CTR % 1 St. Lukes $3,168 $15 .12 2 Roper St. Francis Hospital $2,000 $6,000 (R) $10 .13 2 Scott and White Clinics $40,000 SOV .16 1 Baylor College of Medicine $350 $25 .22 3 Gulf Coast Medical Center $1,500 $15 .26 39
    40. 40. Home Services Tier Category / Goal Banner Ad Spend CPM CTR % 2 Cable/Internet/Phone $9,000 $15 .51 1 Locksmith $12,000 $15 .18 1 Heating / AC $2,000 $20 .35 2 High Speed Internet $10,000 $15 .31 1 Pools / Spas $300 $15 . 67 40
    41. 41. Local Services Tier Category Banner Ad Spend CPM CTR % 1 Insurance Agent $6,480 $18 .26 2 Massage / Tanning $8,100 $27 .22 1 Cosmetic $7,500 $50 .29 1 Plumbing Svc. $1,260 $34 .23 3 Massage Franchise $2,100 $20 .33 3 Attorney $600 $17 .41 41
    42. 42. The Audience The Offer The Results 42 The Verve Mobile Value Proposition
    43. 43. Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB  ALWAYS “ON”: • A typical mobile phone user carries his/her phone for an average of 14 hours a day.  ENGAGED: • US mobile subscribers sent and received on average 480 text messages per month in Q1 2010 • Currently 100 million active mobile Web users in the US.  YOUNG: • Majority of mobile internet usage are 25 – 44 year olds – Helps fill in the valuable younger age group for the media property (as age rises for traditional paper or broadcast property) 43 The Verve Mobile Value Proposition
    44. 44. The Mobile Marketing Pizza 44 The Mobile Ad Buy
    45. 45.  Advertisers get an exclusive, uncluttered environment (only one ad banner per page).  Closely associate your brand or service with quality content.  Where the bulk of your ad package value is contained.  Target by Daypart, Category, Device. The Mobile Marketing Pizza The Crust: Mobile Banners Mobile Web Mobile App 45
    46. 46. The Mobile Marketing Pizza But Where Does the Mobile Click Go? 46
    47. 47.  Verve hosted web page with offer information. User clearly sees more about the advertised offer.  Enables advertiser to continue the dialog with the user through various forms of engagement.  Click to “Action” The Mobile Marketing Pizza The Sauce: The Landing Page 47
    48. 48. The Toppings: Click to Action Menu The Mobile Marketing Pizza Make a direct phone call with one touch Click to Call Find a retail store near current location Click to Map Emails easily sent back to advertiser Click to Email 48
    49. 49. 49 Click to Call
    50. 50. 50 Click to Email
    51. 51. Denver Post – NAPAAuto Parts 51 Click to Map
    52. 52. “Deliver coupon or offers directly to customers” SMS (Short Message Service) 52
    53. 53.  User taps the banner Banner converts to “Panel” - fills the page Device responds accordingly User selects click to map or call *NEW* The “Stuffed Crust”: Expandable Banners The Mobile Marketing Pizza 53
    54. 54. DO DON‟T Best Practices / Techniques ✔ Keep your banner simply worded with call to action – rotate the creative ~ monthly ✔ Use mobilized landing pages to give your users best possible experience ✔ Match up your most desired user action with the mobile response tool Consider developing a mobile application to give Rely on traditional Internet banner techniques (animation, wordiness) Use usual website for mobile device Settle for site visit Rely on web-only communication 54
    55. 55. Bill Ganon, GM Local Markets Verve Wireless bill@vervewireless.com 760.479.0055 Questions? 55 Raul Vielma, Director of Digital The Palm Beach Post rvielma@pbpost.com 561-820-4277
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