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Digital dowload all mobile

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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

    • 1. Presented by:
      Raul Vielma
      Director of Digital
      The Palm Beach Post
      rvielma@pbpost.com
      Shifting to Mobile
      Not sure of visual yet
      Not sure of visual yet
      Bill Ganon
      GM Local Markets
      Verve Wireless
      bill@vervewireless.com.com
      September 20, 2011
      RealSolutions.PalmBeachPost.com
    • 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. 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
    • 4. 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
    • 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. What if we could change the dynamic?
      MARKETING
      ADVERTISING
      6
    • 16. Mobile Offers New Audiences
      Local media will own mobile
      • Trusted local brands
      • 17. Leading source of news and information
      • 18. 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
      • 19. Mobile news generate highest frequency of use
      • 20. Breaking News – a mobile killer app
      • 21. 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
    • 22. Mobile Offers New Audiences
      8
    • 23. Mobile Offers New Audiences
      9
    • 24. 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
    • 25. 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
    • 26. Smartphones Outsell Feature Phones
      12
    • 27. Mobile is Huge for Local Information Seekers
      • 95% of smartphone users have looked for local information
      • 28. 77% have contacted a business after seeing an ad
      • 29. 44% actually purchased something.
      Google Ipsos – Think Insights”
      13
    • 30. Mobile Offers New Audiences
      “Fastest growing technology in modern times”
      - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10)
      14
    • 31. 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%)
      • 32. College educated (57%)
      • 33. Have children (32%)
      • 34. Employed (54%)
      • 35. 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
    • 36. 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
    • 37. 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
    • 38. Mobile 101
      • Smart phone: An advanced phone with an operating system; runs apps, requires data plan.
      • 39. Feature phone: A low-end phone for calling, text messaging or basic Web activities
      • 40. SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”
      • 41. 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.
      • 42. 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
    • 43. Mobilizing for Success
      Longer Loading Time
      Shorter Loading Time
      20
    • 44. Mobilizing for Success
      a) Extend your online digital ad sale to the mobile device
      21
    • 45. Publishing Solutions: Mobile Apps
      • Highest engagement apps in the industry
      • 46. Fastest download speeds
      • 47. Full offline usage and reporting of offline activity
      • 48. Optimized for revenue generation
      22
    • 49. 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
    • 50. Mobile Applications = More Engagement
      • Mobile applications drive 8 -10X page views v. mobile web
      • 51. Click through rates 4-5X higher (ad stays anchored at bottom)
      24
    • 52. Web + Apps: Work Better Together
      High
      Mobile
      Web
      Page Views
      High
      Low
      Unique Users
      Mobile
      Apps
      Low
      25
    • 53. 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
    • 54. Local Publisher Accounts and Categories
    • 55. Automotive
      28
    • 56. Real Estate
      29
    • 57. Education
      30
    • 58. Bank / Finance
      31
    • 59. Bank / Finance
      32
    • 60. Bank / Finance
      33
    • 61. Events / Entertainment
      34
    • 62. Retail
      35
    • 63. Recruitment
      36
    • 64. Restaurants / QSRs
      37
    • 65. Grocery
      38
    • 66. Hospitals / Health Care
      39
    • 67. Home Services
      40
    • 68. Local Services
      41
    • 69. The Verve Mobile Value Proposition
      1
      The Audience
      2
      TheOffer
      3
      TheResults
      42
    • 70. 1
      The Verve Mobile Value Proposition
      • 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
      Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB
    • 71. 2
      The Mobile Ad Buy
      “The Mobile Marketing Pizza”
      44
    • 72. The Mobile Marketing Pizza
      The Crust: Mobile Banners
      • Advertisers get an exclusive, uncluttered environment (only one ad banner per page).
      • 73. Closely associate your brand or service with quality content.
      • 74. Where the bulk of your ad package value is contained.
      • 75. Target by Daypart, Category, Device.
      Mobile Web
      Mobile App
      45
    • 76. The Mobile Marketing Pizza
      But Where Does the Mobile Click Go?
      46
    • 77. The Mobile Marketing Pizza
      The Sauce: The Landing Page
      • Verve hosted web page with offer information.
      • 78. User clearly sees more about the advertised offer.
      • 79. Enables advertiser to continue the dialog with the user through various forms of engagement.
      • 80. Click to “Action”
      47
    • 81. 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
    • 82. Click to Call
      49
    • 83. Click to Email
      50
    • 84. Click to Map
      Denver Post – NAPA Auto Parts
      51
    • 85. “Deliver coupon or offers directly to customers”
      SMS (Short Message Service)
      52
    • 86. 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
    • 87. 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
    • 88. Questions?
      Bill Ganon, GM Local Markets
      Verve Wireless
      bill@vervewireless.com760.479.0055
      Raul Vielma, Director of Digital
      The Palm Beach Post
      rvielma@pbpost.com 561-820-4277
      55

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