Digitaldowloadallmobile 110915125232-phpapp02
Upcoming SlideShare
Loading in...5
×
 
  • 138 views

 

Statistics

Views

Total Views
138
Views on SlideShare
138
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-NoDerivs LicenseCC Attribution-NoDerivs License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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

Digitaldowloadallmobile 110915125232-phpapp02 Digitaldowloadallmobile 110915125232-phpapp02 Presentation Transcript

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 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 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
  • 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
  • Smartphones Outsell Feature Phones 12
  • 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
  • Fastest growing technology in modern times - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10) Mobile Offers New Audiences 14
  • 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%)
  • 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
  • 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
  • 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).
  • 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 • Optimized for revenue generation Publishing Solutions: Mobile Apps 22
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 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
  • 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 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
  • 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 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
  • 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 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 or call *NEW* The “Stuffed Crust”: Expandable Banners The Mobile Marketing Pizza 53
  • 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
  • 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