Webtrends Webinar: Mobile Analytics TelegraphUK

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  • 1. Mobiles and Tablets:A new interaction and revenue stream for news publishers?Mark Challinor, Director of Mobile, Telegraph Media GroupQ&A: join the conversation at blogs.webtrends.com/mobile © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 2. “We envision literallya billion people gettinginexpensive, browser-basedtouch-screen devices overthe next few years.- Eric Schmidt, CEO, Google © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 3. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 4. Who Me? Two Hats…1. Telegraph Media Group• World-leading newspaper brand2. International Newsmedia Marketing Association (inma.org)• Sharing Ideas, Inspiring Change © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 5. The Telegraph• Established 1855• Two Quality Newspaper Titles: - Mon-Fri sales: 655k - Sunday sales: 506k - 340k print subscribers• Print Subscriber Audience 50+, Upmarket• Free Website Since 1994 - 30m unique users per month © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 6. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 7. UK Quality Newspaper Market Average Daily Readership (000s)2,0001,8001,600 1,7511,400 16131,2001,000 1130 800 600 400 556 200 391 0(000s) © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 8. Europe AsiaNorth America Newspapers: 2,398 Newspapers: 5,071Newspapers: 1,577 Middle East Newspapers: 272 Africa Latin America Newspapers: 400 Newspapers: 1,400 South Pacific Newspapers: 89 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 9. INMA: Our Members • 400 top newsmedia companies • 5,000 executives • 80 countries • Strong in North America, Northern and Western Europe, South Pacific, Latin America • Strong in elite, market-leading companies • Key channels of members: audience, advertising, strategy, marketing © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 10. INMA: Our Focus in 2011 • Culture change, processes to support transition • Paid content opportunities in passion niches • Integrating advertising sales • Reallocation of marketing • Revenue opportunities with mobiles/tablets © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 11. Age of Mass Media • Newspapers • Television • Magazines • Radio • Outdoor… we talked to the forest © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 12. Age of Niche Media • Zoned Newspapers • Cable TV • Niche Magazines • Niche Radio • Outdoor… we talked to the tree in the forest © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 13. Age of Micro Media• Blogs• Social Networks• Magazines-on-Demand• Podcasts• E-mail• Mobile Services & Products… we talk to the leaves on thetree in the forest (and theleaves talk with each other) © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 14. “New times call for newjournalism. The iPad demandsthat we rethink our craft.” © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 15. Practicalities of Shifting from Printto Multi-(micro) Media Culture…in Mobile Arena• Leadership: decide a course, push strategy, define success• Levels and allocation of mobile marketing: brand vs. platforms• People: transitioning people or wholesale personnel changes?• Editorial: content management and relevance management• Platform management: dis-aggregation (one size doesn‟t fit all!• Advertising: integrating mobile culture/mentality into sales management• Research/analytics: vital as consumption patterns change © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 16. Today’s Environment: Multi-ChannelIncrease the number of brand touchpoints… profitably. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 17. Location Services © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 18. Next Generation Mobile Web Platform agnostic Fully integrated into internal CRM system © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 19. Mobile Advertising © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 20. Mobile Video © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 21. M-Commerce © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 22. Sponsorship Formats • Home Page Takeovers • Integrated Adverts • Icons • Text Links • In-Movies • News or Entertainment Sections © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 23. Overlays: Rich Media © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 24. Importance of SMS Still! • The first commercial text message was sent in December 1992. • Today, the number of text messages sent and received everyday, exceeds the population of the planet! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 25. Sponsored ads by SMS © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 26. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 27. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 28. When Would You Expect Mobile Usage? Relevance for Mobile Advertisers © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 29. Global Mobile Ad Response Rates © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 30. Barcodes: New Dimension WithReaders, Advertisers• Edmonton Journal: a new way to gain market share with advertisers• With one scan, the app can link to a web site, launch a video, dial a phone number…• …connecting to maps, photos, videos, recipes, competitions etc. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 31. Tablets: The New Kids on the Block! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 32. Telegraph iPad App © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 33. We’re a Morning and an Evening App © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 34. iPad App Usage New Year‟s Sundays Xmas Tracking Temporarily Removed © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 35. Downloads from the App Store © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 36. Visits Monthly Visits Average Time on Site400,000 12:40 370k350,000 11:05 10:35 321k 09:48300,000 09:30 08:53 271k 08:08250,000 07:55 211k 06:47200,000 06:20150,000 04:45 114k100,000 03:10 50,000 01:35 0 00:00 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 37. Returning Visitors % of Visitors who return 71% 70% 69% 68% 62% Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 High propensity for visitors to return, and this is increasing each month © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 38. Webtrends Analytics Showed Us This © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 39. iPad Case Study: Our Journey So Far What Next? © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 40. Results & Feedback What that says about our iPad consumers © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 41. So What Now? © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 42. iPad Version 2, out now. • Deeper, much more of the newspaper • Interactive graphics and video • Include crossword and other essentials • See INMA.org Mobile and Tablets blog • Paid-for…or free… © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 43. The product… • £9.99 per month for new App Store customers „Bedrock‟ of digital subscriptions • £1.19 for a daily edition First paper to offer this • The Telegraph iPad edition Not the newspaper • FREE for print subscribers © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 44. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 45. The Key Issues• Learning from V.1 has informed product development - We have taken the time to get this right; our free app has been a great asset - Daily edition makes app accessible and provides a great sampling opportunity• App is added value for existing subscribers - We‟re committed to giving subscribers access to Telegraph when/how they want it - Builds upon value strategy started with our loyalty programme last year• Research indicates that the iPad is complementary to the newspaper, not a substitute - We have an iPad edition with digital features e.g. video, animation - Supplements, lifestyle content not in the iPad edition: print completes package at weekend © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 46. Some Proof Points• There are more over 55s with iPads than under 35s - Resonates with Telegraph audience• 25% of iPad owners say their iPad usage has been additional to their current media consumption i.e. not at the expense of other media - The iPad generates more reading occasions• 50% of owners share their iPad with other members of their family - Understanding household consumption patterns is vital (2 per h/hold). “Fair use policy”Source: YouGov survey of iPad owners, Feb 2011 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 47. Already Popular Feature Night Reading Mode Normal Reading Mode © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 48. Emails to Existing Users and Prospects © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 49. Communications to NewspaperSubscribers © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 50. In-paper House Ads © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 51. Advertising – Out Now! 94 x Digital 6 sheet panels, national © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 52. Trade/Advertiser Communications © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 53. Internal Comms © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 54. Internal © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 55. It’s Not Just About Apple! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 56. Selling Mobile Advertising • Both sponsorship and in- app advertising being considered across mobile portfolio • No more than 4 advertisers per tablet edition • Reviewing fractional ads v full-page interstitials • Requires sales experts in commercial team © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 57. 6x Longer Ad InteractionsPintroll & Ad Marvel Report via BizReport.com 2010 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 58. The Telegraph Family How do readers share, repackage, customize news for personalized social news stream? Often via a mobile channel! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 59. A Re-think: Social Network Model SMARTPHONE Breaking news, utility or fun Luxurious, complete, older NEWSPAPER demographic (weekday), lifestyle (weekend) Curated, once-a-day, TABLET aimed at time-poor, younger demographic WEB Search-driven; archive and multi-media © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 60. Phones or Shoes?Double the 2-5 year olds can playwith a smartphone app (19%)……than could tie their shoes (9%) © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 61. In Summary…• Newspapers are going mobile, with the majority serving news via iPhone & iPad apps• Becoming common to use free trial, followed by need to subscribe.• Supplementary paid-for apps associated with the newspapers, e.g. The Telegraph Cross Word app and The Guardian‟s Eyewitness (Photos) app.• Advertising can be sold in a variety of ways, most commonly CPM (using banner and MPU formats) and sponsorship (a brand sponsors the app, featuring in all pages, or specific sections)• We know people have an emotional connection with tablets they don‟t have with laptops• We know that part of what consumers like about the tablet is finite...like the print product and unlike the web © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 62. Looking ahead…• Expecting steady migration of readers/advertisers from print to mobile/tablet devices over next few years• The driver? Range of mobile services/products to drive interaction/database/content distribution…and revenue!• Stick with it. Long term!• Now?• Experiment! Not one panacea!• Add value for loyalty• Don‟t forget: Market/Promote• Fewer printed newspapers and magazines, but…(+10m sold each day still!) © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 63. An Exciting Time… to Be in an Exciting Space… within an Exciting Medium/Media Environment © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 64. Taking the best of traditionaljournalism with the best ofcontemporary technology. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 65. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 66. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 67. Continuing the conversation blogs.webtrends.com/mobileFollow us on twitter Find us on Facebook@challinor Facebook.com/webtrendsmobile@ricksone@webtrends@mobilentractv © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.