Presented by: Raul Vielma Director of Digital The Palm Beach Post firstname.lastname@example.org Shifting to Mobile Not sure of visual yet Not sure of visual yet Bill Ganon GM Local Markets Verve Wireless email@example.com September 20, 2011 RealSolutions.PalmBeachPost.com
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 In the beginning there was only one vehicle to reach consumers Now there are almost too many to count 3 3
2011 not stopping media expansion… Augmented Reality 2011+ Advertising Social Coupons Mass adoption of QR codes 4 Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, 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? MARKETING ADVERTISING
Tailored / Relevant
2 way relationship
Impression / click metrics
Mobile Offers New Audiences Local media will own mobile
Trusted local brands
Leading source of news and information
Local ad sales force – 150,000 in US
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
(Center for Media Research Annual Study) Sept. “40% of local content providers believe that mobile may be significant some day” ‘08 “80% of local content providers believe that mobile will be their main distribution channel within 3 years.” ‘09 7
Mobile Offers New Audiences 8
Mobile Offers New Audiences 9
Mobile Offers New Audiences Dec. 1, 2010 As of 6/23/11: BIA Kelsey increased forecast to $2.8B! “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.” 10
Mobile Offers New Audiences February 8, 2011 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. 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
Mobile Offers New Audiences “Fastest growing technology in modern times” - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10) 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%)
Household income of $75,000 or more (41%)
Top 5 ways mobile phone users use their phone: Make local and long distance calls (75%) Text (49%) E-mail (19%) News/Traffic (15%) Search (14%) 15 Currently own a mobile phone: 1,271,100 Source: 2010 Scarborough Report, Release 2
Fact or Fiction: Smart phone users FICTION! Fact or Fiction: Only young people use smart phones. Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up. FICTION! 16 Total Palm Beach County Adults: 1,025,700 Source: 2010 Scarborough Report, Release 1 Source: 2010 Scarborough Report, Release 2
Fact or Fiction: Smart phone users FACT! Fact or Fiction: Smart phone users make money. FACT! Fact or Fiction: Smart phone users are educated. 17 Total Smart Phone Users: 541,600 Source: 2010 Scarborough Report, Release 2 Source: 2010 Scarborough Report, Release 2
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
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
Mobilizing for Success Longer Loading Time Shorter Loading Time 20
Mobilizing for Success a) Extend your online digital ad sale to the mobile device 21
Publishing Solutions: Mobile Apps
Highest engagement apps in the industry
Fastest download speeds
Full offline usage and reporting of offline activity
Optimized for revenue generation
Post Mobile Efforts 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 iPadlaunched in August! 23 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)
Web + Apps: Work Better Together High Mobile Web Page Views High Low Unique Users Mobile Apps Low 25
Benefits of having a Mobile Strategy Highly personal media channel – “Look At”vs. “Listen To” environment Strengthen media reach against younger demos Clean, exclusive, “Leaderboard” on page presence for advertiser message Custom landing pages ensure clarity of advertiser offer Engagement tools offer unparalleled connection options for users Click through rates higher than basic online: avg. btwn .30 -.50. Apps higher. 26
Local Publisher Accounts and Categories
Real Estate 29
Bank / Finance 31
Bank / Finance 32
Bank / Finance 33
Events / Entertainment 34
Restaurants / QSRs 37
Hospitals / Health Care 39
Home Services 40
Local Services 41
The Verve Mobile Value Proposition 1 The Audience 2 TheOffer 3 TheResults 42
1 The Verve Mobile Value Proposition
A typical mobile phone user carries his/her phone for an average of 14 hours a day.
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.
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 Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB
2 The Mobile Ad Buy “The Mobile Marketing Pizza” 44
The Mobile Marketing Pizza The Crust: Mobile Banners
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.
Mobile Web Mobile App 45
The Mobile Marketing Pizza But Where Does the Mobile Click Go? 46
The Mobile Marketing Pizza The Sauce: The Landing Page
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 Toppings: Click to Action Menu Click to Email Click to Map Click to Call Emails easily sent back to advertiser Make a direct phone call with one touch Find a retail store near current location 48
Click to Call 49
Click to Email 50
Click to Map Denver Post – NAPA Auto Parts 51
“Deliver coupon or offers directly to customers” SMS (Short Message Service) 52
The Mobile Marketing Pizza *NEW* The “Stuffed Crust”: Expandable Banners Banner converts to “Panel” - fills the page Device responds accordingly User selects click to map or call User taps the banner 53
Best Practices / Techniques DON’T DO ✔ Keep your banner simply worded with call to action – rotate the creative ~ monthly ✘ Rely on traditional Internet banner techniques (animation, wordiness) ✘ Use usual website for mobile device ✔ Use mobilized landing pages to give your users best possible experience ✘ Settle for site visit ✔ Match up your most desired user action with the mobile response tool ✔ Consider developing a mobile application to give ✘ Rely on web-only communication 54
Questions? Bill Ganon, GM Local Markets Verve Wireless firstname.lastname@example.org Raul Vielma, Director of Digital The Palm Beach Post email@example.com 561-820-4277 55