MOBILE:
Embrace It Or Be
Run Over By It
March 19, 2014
Mobile Is Eating
The Internet
Source: Business Insider Intelligence
~60% Of Connected Devices Are Smartphones Or Tablets
Global Internet Device Installe...
Source: StatCounter, September 2013
20% Of Total Internet Traffic Is From Mobile Devices
Global Internet Traffic (Desktop ...
Source: Gartner
Feature Phones Have Given Way To Smartphones
Global Mobile Phone Sales
-
50,000
100,000
150,000
200,000
25...
Especially In Developed Markets Like The U.S.
Source: comScore
18%
62%
0%
10%
20%
30%
40%
50%
60%
70%
Jan 10 Jul 10 Jan 11...
Source: Gartner, IDC, Strategy Analytics, Company Filings
Tablets Continue To Cannibalize PCs
Global Internet Connected De...
Android
45.8%
Android
61.9%
iOS
52.8%
iOS
36.0%
Microsoft, 1.0% Microsoft, 2.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100...
So how are people using their
devices?
Source: Source: Experian Marketing Services, May 2013
They Use Smartphones For Communication, Entertainment
Other
8%
Visit...
Source: Cisco, 2013
They Watch TONS Of Video On Mobile
Projected Global Mobile Video Traffic
0
1
2
3
4
5
6
7
8
2011 2012 2...
Source: Google, August 2012
They Spend ½ Hour On Tablet Each Time They Pick It Up
Average Minutes Spent Per Interaction By...
62%
39%
67%
46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Multiple Times A Week Daily
%OfRespondents
2Q 2012 1Q 2013
Source: Niel...
This screen fragmentation is
creating big challenges and
opportunities.
Specifically:
Where’s the money
in all of this?
The money goes where
the eyeballs go…
eventually.
45%
25%
17%
4%
9%
7%
44%
26%
16%
6%
8% 8%
43%
26%
15%
9%
7% 7%
42%
26%
14%
12%
6%
5%
38%
20%
12%
20%
4%
5%
0%
5%
10%
15%
2...
Source: IAB 2013
More Attention = More Money
U.S. Digital Ad Revenue By Format
48%
43%
21%
19%
7%
15%
7% 6%
6% 7%
5% 4%
2%...
6%
42%
26%
14%
12%
23%
43%
22%
10%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Print TV Web Radio Mobile
Time Spent Ad Sp...
$3.50
$0.75
Desktop Internet Mobile Internet
Source: comScore, Vivaki, Mobclix Exchange
And While Mobile CPMs Are Vastly L...
Source: Ad platforms, BII Research, Greg Sterling, Opus Research
Certain Formats Are Improving
CPMs For Selected Mobile Ad...
0.07%
2.43%
1.21%
0.08%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
No Placement Targeting Mobile News Feed Only Desktop New...
What does the environment
look like for premium
publishers?
Source: comScore Media Metrix (December 2013)
Device Traffic Breakout Among Business And Tech Sites
Unique Visitors By Dev...
Business Insider Is Leading The Mobile Charge
% Of Uniques From Mobile (US)
Source: comScore Media Metrix (December 2013)
...
For Most, Mobile Growth Has Been Anemic
Uniques From Mobile (US)
Source: comScore Media Metrix (December 2013)
0
2,000
4,0...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tablet
Mobile
Desktop
Phone: 39%
For Business Insider, The Growth Has Been Exp...
Mobile’s Share Of Total Visits Continues To Climb
Source: Google Analytics (January, 2014)
0%
10%
20%
30%
40%
50%
60%
0
2,...
Source: Google Analytics, Business Insider
Mobile Makes Weekends Media Time
0
200,000
400,000
600,000
800,000
1,000,000
1,...
Source: Google Analytics (January 2013)
Same For Off-Hours As Readers Juggle Their Devices
-
10,000
20,000
30,000
40,000
5...
Source: Google Analytics (January 2014)
Evening Is Tablet Time
Visits From Tablet Devices By Hour Of Day
-
2,000
4,000
6,0...
Mobile Is Transforming User Behavior
Source: Google Analytics
Mobile vVisits are shorter but more frequent
0
1
2
3
4
5
6
0...
How has Business Insider
responded to the trend?
Consistent UX Across All Devices, Platforms
AppBrowser
“Mobile Parity”
Editors Tasked With Optimizing For Mobile
CMS has built-in “Mobile view”
that allows editorial team to
see how their work ...
Should we be
“mobile first?”
or
“mobile only?”
NO.
Digital is multi-screen.
People Like Big Screens
We Need Distribution On All Platforms
Personal Computers
Smartphones
Tablets
0
200,000,000
400,000,000
600,000,000
800,000...
We should be everywhere.
Our Advertising Clients Should Be Too (We’ll Help)
THE PROBLEM:
Creative agencies continue to build in Flash, a format tha...
Capital One Spark
Flash To HTML5 Banner Conversion
Tablet CTRs were
10X
better than
standard gif
and static ads.
Source: 1...
In-stream “Native” Mobile Placements (Sponsor Content)
Sponsor content in-stream on smartphones  Major uptick in engageme...
Mobile-Savvy Creative Boosts Engagement For Intel
THE CAMPAIGN:
Touch-optimized HTML5 ad that
integrated Intel messaging w...
So what’s next?
Cross-Device Targeting With Big Data
With device fragmentation (and lack of cookies), it’s difficult to reach the same
rea...
THANK YOU
Upcoming SlideShare
Loading in...5
×

Why Publishers Must Go All in on Mobile

477

Published on

Publishers today need to have a sharp focus on mobile or be run over by it. Business Insider's president Julie Hansen presents a case study on the ways BI has embraced mobile and how editorial and advertising are evolving with the rise of consuming content via phone or tablet.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
477
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
30
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Why Publishers Must Go All in on Mobile

  1. 1. MOBILE: Embrace It Or Be Run Over By It March 19, 2014
  2. 2. Mobile Is Eating The Internet
  3. 3. Source: Business Insider Intelligence ~60% Of Connected Devices Are Smartphones Or Tablets Global Internet Device Installed Base Computers Smartphones Tablets Smart TVs Wearables 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E NumberOfDevicesInUse(I1000s)
  4. 4. Source: StatCounter, September 2013 20% Of Total Internet Traffic Is From Mobile Devices Global Internet Traffic (Desktop Vs. Mobile) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Desktop Mobile
  5. 5. Source: Gartner Feature Phones Have Given Way To Smartphones Global Mobile Phone Sales - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 1Q08 4Q08 3Q09 2Q10 1Q11 4Q11 3Q12 2Q13 (1000s) Smartphone Shipments Feature Phones
  6. 6. Especially In Developed Markets Like The U.S. Source: comScore 18% 62% 0% 10% 20% 30% 40% 50% 60% 70% Jan 10 Jul 10 Jan 11 Jul 11 Jan 12 Jul 12 Jan 13 Jul 13 (asapercentageofthemobilepopulation) U.S. Smartphone Penetration
  7. 7. Source: Gartner, IDC, Strategy Analytics, Company Filings Tablets Continue To Cannibalize PCs Global Internet Connected Device Shipments PCs Tablets 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 1Q08 4Q08 3Q09 2Q10 1Q11 4Q11 3Q12 2Q13 (thousands)
  8. 8. Android 45.8% Android 61.9% iOS 52.8% iOS 36.0% Microsoft, 1.0% Microsoft, 2.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 Source: Gartner, March 2014 Global Tablet End User Sales (Market Share) And Android Continues To Gain Share
  9. 9. So how are people using their devices?
  10. 10. Source: Source: Experian Marketing Services, May 2013 They Use Smartphones For Communication, Entertainment Other 8% Visit Websites 14% Games 8% Social Networking 15% Talk 26% Text 20% Email 9% Average Smartphone Owner’s Daily Time Allocation
  11. 11. Source: Cisco, 2013 They Watch TONS Of Video On Mobile Projected Global Mobile Video Traffic 0 1 2 3 4 5 6 7 8 2011 2012 2013 2014 2015 2016 2017 MillionsofTerabytesPerMonth
  12. 12. Source: Google, August 2012 They Spend ½ Hour On Tablet Each Time They Pick It Up Average Minutes Spent Per Interaction By Device 43 39 30 17 0 5 10 15 20 25 30 35 40 45 50 TV PC/Laptop Tablet Smartphone Minutes
  13. 13. 62% 39% 67% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% Multiple Times A Week Daily %OfRespondents 2Q 2012 1Q 2013 Source: Nielsen, BI Intelligence They Use A Smartphone While Watching TV More Than Half Combine Smartphone + TV Routinely
  14. 14. This screen fragmentation is creating big challenges and opportunities.
  15. 15. Specifically: Where’s the money in all of this?
  16. 16. The money goes where the eyeballs go… eventually.
  17. 17. 45% 25% 17% 4% 9% 7% 44% 26% 16% 6% 8% 8% 43% 26% 15% 9% 7% 7% 42% 26% 14% 12% 6% 5% 38% 20% 12% 20% 4% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% TV Online Radio Mobile Print Other 2009 2010 2011 2012 2013 Source: eMarketer (August, 2013) Mobile’s Share Of The Media Pie Continues To Grow U.S. Consumer Media Consumption Share
  18. 18. Source: IAB 2013 More Attention = More Money U.S. Digital Ad Revenue By Format 48% 43% 21% 19% 7% 15% 7% 6% 6% 7% 5% 4% 2% 2% 3% 3% 0.50% 0.40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% H1 2012 H2 2013 %OfTotalDigitalAdRevenue Email Rich Media Sponsorship Lead Generation Digital Video Classifieds Mobile Display/ Banner Search
  19. 19. 6% 42% 26% 14% 12% 23% 43% 22% 10% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Print TV Web Radio Mobile Time Spent Ad Spend Source: Mary Meeker, IAB, eMarketer The Gap Between Mobile Spend And Time Spent Is Huge 2012 U.S. Ad Spending Vs. Consumer Time Spent By Media
  20. 20. $3.50 $0.75 Desktop Internet Mobile Internet Source: comScore, Vivaki, Mobclix Exchange And While Mobile CPMs Are Vastly Lower Than Desktop Effective CPM, Desktop Vs. Mobile
  21. 21. Source: Ad platforms, BII Research, Greg Sterling, Opus Research Certain Formats Are Improving CPMs For Selected Mobile Ad Platforms $10.00 $5.00 $5.00 $3.50 $- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 Flurry video ads Adsmobi video ads LSN Mobile local ads xAd local
  22. 22. 0.07% 2.43% 1.21% 0.08% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% No Placement Targeting Mobile News Feed Only Desktop News Feed Only Desktop News Feed + Right Hand Side Panel Source: TBG Digital, Q3 2012 Facebook Ad Performance By Click-Through Rate Native Advertising Is The Essential Social/Mobile Format
  23. 23. What does the environment look like for premium publishers?
  24. 24. Source: comScore Media Metrix (December 2013) Device Traffic Breakout Among Business And Tech Sites Unique Visitors By Device – Multi Platform (December, US) 0 5000 10000 15000 20000 25000 30000 Mobile Desktop
  25. 25. Business Insider Is Leading The Mobile Charge % Of Uniques From Mobile (US) Source: comScore Media Metrix (December 2013) WSJ, Bloomberg, Forbes, Economist, CNNMoney 0% 10% 20% 30% 40% 50% 60% Business Insider Business Category Average Tech Category Average Mashable, The Verge, Wired, Gizmodo, Engadget, TechCrunch
  26. 26. For Most, Mobile Growth Has Been Anemic Uniques From Mobile (US) Source: comScore Media Metrix (December 2013) 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Business Insider Business Category Average Tech Category Average Mashable, The Verge, Wired, Gizmodo, Engadget, TechCrunch WSJ, Bloomberg, Forbes, Economist, CNNMoney
  27. 27. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tablet Mobile Desktop Phone: 39% For Business Insider, The Growth Has Been Explosive Source: Google Analytics (January, 2014) MOBILE + TABLET 50% 118% YoY Tablet Growth (Uniques) Of All Uniques 240% YoY Mobile Growth (Uniques) Desktop: 50% Tablet: 11% Nov 2009 January 2014 Business Insider Global Uniques By Device
  28. 28. Mobile’s Share Of Total Visits Continues To Climb Source: Google Analytics (January, 2014) 0% 10% 20% 30% 40% 50% 60% 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 20,000,000 iPhone iPad Android Blackberry Windows Share Of Total Visits Share Of Total VisitsVisits Visits By Device Vs. Share Of Total Visits
  29. 29. Source: Google Analytics, Business Insider Mobile Makes Weekends Media Time 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 11/1/13 11/8/13 11/15/13 11/22/13 11/29/13 12/6/13 12/13/13 12/20/13 12/27/13 1/3/14 1/10/14 1/17/14 1/24/14 1/31/14 Desktop Visits Mobile Visits
  30. 30. Source: Google Analytics (January 2013) Same For Off-Hours As Readers Juggle Their Devices - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Visits From Smartphone Visits From Desktop Average Visits Per Hour
  31. 31. Source: Google Analytics (January 2014) Evening Is Tablet Time Visits From Tablet Devices By Hour Of Day - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Visits From Tablet
  32. 32. Mobile Is Transforming User Behavior Source: Google Analytics Mobile vVisits are shorter but more frequent 0 1 2 3 4 5 6 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Smartphone Visits Overall Pages/Visits
  33. 33. How has Business Insider responded to the trend?
  34. 34. Consistent UX Across All Devices, Platforms AppBrowser “Mobile Parity”
  35. 35. Editors Tasked With Optimizing For Mobile CMS has built-in “Mobile view” that allows editorial team to see how their work will appear on phones.
  36. 36. Should we be “mobile first?” or “mobile only?”
  37. 37. NO.
  38. 38. Digital is multi-screen.
  39. 39. People Like Big Screens
  40. 40. We Need Distribution On All Platforms Personal Computers Smartphones Tablets 0 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 1,400,000,000 1,600,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E Units Source: Gartner, IDC, Strategy Analy cs, Company Filings, BI Intelligence Es mates Global Internet Connected Device ShipmentsGlobal Connected Device Shipments
  41. 41. We should be everywhere.
  42. 42. Our Advertising Clients Should Be Too (We’ll Help) THE PROBLEM: Creative agencies continue to build in Flash, a format that doesn’t translate to mobile. Static images typically used to back up Flash are boring. THE SOLUTION: Business Insider offers Flash to HTML5 conversion, allowing creative to flourish on all screens.
  43. 43. Capital One Spark Flash To HTML5 Banner Conversion Tablet CTRs were 10X better than standard gif and static ads. Source: 1Internal Data
  44. 44. In-stream “Native” Mobile Placements (Sponsor Content) Sponsor content in-stream on smartphones  Major uptick in engagement.
  45. 45. Mobile-Savvy Creative Boosts Engagement For Intel THE CAMPAIGN: Touch-optimized HTML5 ad that integrated Intel messaging with Business Insider’s editorial coverage. RESULTS: • 3X better interaction rate than rich media benchmarks • 2X better CTR on smartphones and tablets than standard IAB banners Source: 1DoubleClick by Google Rich Media Display Benchmarks; 2Internal Data
  46. 46. So what’s next?
  47. 47. Cross-Device Targeting With Big Data With device fragmentation (and lack of cookies), it’s difficult to reach the same readers as they move between devices. Using our own and third-party data, we’ll soon be able to do so. Same Reader
  48. 48. THANK YOU
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×