Presented by:<br />Raul Vielma<br />Director of Digital<br />The Palm Beach Post<br />rvielma@pbpost.com<br />Shifting to ...
What you can expect from this workshop<br />The evolution of media consumption<br />The rapid adoption of mobile devices<b...
Increase in media choices continues to evolve<br />In the beginning there was only one vehicle to reach consumers<br />Now...
2011 not stopping media expansion…<br />Augmented Reality<br />2011+<br />Advertising<br />Social Coupons<br />Mass adopti...
The Advertising Challenge<br />"Half the money I spend on advertising is wasted. Trouble is, I don't know which half."<br ...
What if we could change the dynamic?<br />MARKETING<br />ADVERTISING<br /><ul><li> Conversational
 Tailored / Relevant
 1:1
 2 way relationship
 Engagement metrics
 Interruptive
 Non-personalized
 Mass audience
 One-way
 Impression / click metrics</li></ul>6<br />
Mobile Offers New Audiences<br />Local media will own mobile<br /><ul><li> Trusted local brands
 Leading source of news and information
 Local ad sales force – 150,000 in US</li></ul>News and local info key mobile web driver (Borrell Assoc.)<br /><ul><li>65%...
Mobile news generate highest frequency of use
Breaking News – a mobile killer app
New media to generate 22% of local advertising revenue by 2013</li></ul> (Center for Media Research Annual Study)<br />Sep...
Mobile Offers New Audiences<br />8<br />
Mobile Offers New Audiences<br />9<br />
Mobile Offers New Audiences<br />Dec. 1, 2010 <br />As of 6/23/11: BIA Kelsey increased forecast to $2.8B!<br />“A majorit...
Mobile Offers New Audiences<br />February 8, 2011<br />Smartphones Outsell PCs<br />By SARAH PEREZ of ReadWriteWeb<br />Ac...
Smartphones Outsell Feature Phones<br />12<br />
13<br />Tablet Sales overtake PC Sales<br />
Mobile is Huge for Local Information Seekers<br /><ul><li>95% of smartphone users have looked for local information
77% have contacted a business after seeing an ad
44% actually purchased something.</li></ul>Google Ipsos – Think Insights” <br />14<br />
15<br />Tablet Use: Games, Information and Emails<br />Source: AdMob by Google Tablet Survey March 2011<br />
Mobile Offers New Audiences<br />“Fastest growing technology in modern times”<br />			 - Mary Meeker, Sr. Internet Analyst...
More than 1,271,100 mobile phone users in our market.<br />Some of the demographic characteristics of mobile phone users a...
College educated (57%)
Have children (32%)
Employed (54%)
Household income of $75,000 or more (41%)</li></ul>Top 5 ways mobile phone users use their phone:<br />Make local and long...
Fact or Fiction: Smartphone users <br />FICTION!<br />Fact or Fiction: Only young people use smartphones.<br />Fact or Fic...
Fact or Fiction: Smartphone users <br />FACT!<br />Fact or Fiction: Smartphone users make money. <br />FACT!<br />Fact or ...
Mobile 101<br /><ul><li>Smartphone: 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 th...
 Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is ...
Mobilizing for Success<br />Longer Loading Time<br />Shorter Loading Time<br />
Publishing Solutions: Mobile Apps<br /><ul><li> Highest engagement apps in the industry
 Fastest download speeds
 Full offline usage and reporting of offline activity
 Optimized for revenue generation</li></ul>23<br />
Post Mobile Efforts<br /><ul><li> Mobile applications drive 8 -10X page views v. mobile web
 Click through rates 4-5X higher (ad stays anchored at bottom)</li></ul>24<br />24<br />
Web + Apps:  Work Better Together<br />High  <br />Mobile<br />Web<br />                                     Page    Views...
Avoid “Ready, Shoot,  Aim!” approach<br />Mobile Sites <br />Applications<br />Advertising<br />How does my customer benef...
   Benefits of having a Mobile Strategy<br />Highly personal media channel –  “Look  At”vs.			 “Listen To” environment<br ...
  Local Publisher Accounts and Categories<br />
Automotive<br />29<br />
Real Estate<br />30<br />
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Digital dowload all mobile final

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Digital Download Series - 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
  • Digital dowload all mobile final

    1. 1. Presented by:<br />Raul Vielma<br />Director of Digital<br />The Palm Beach Post<br />rvielma@pbpost.com<br />Shifting to Mobile<br />Bill Ganon<br />GM Local Markets<br />Verve Wireless<br />bill@vervewireless.com.com<br />September 20, 2011<br />RealSolutions.PalmBeachPost.com<br />
    2. 2. What you can expect from this workshop<br />The evolution of media consumption<br />The rapid adoption of mobile devices<br />Mobile Market Overview<br />Mobilizing for Success<br />Clients taking advantage of these opportunities <br />The mobile value proposition<br />Mobile best practices <br />2<br />2<br />
    3. 3. Increase in media choices continues to evolve<br />In the beginning there was only one vehicle to reach consumers<br />Now there are almost too many to count<br />3<br />3<br />
    4. 4. 2011 not stopping media expansion…<br />Augmented Reality<br />2011+<br />Advertising<br />Social Coupons<br />Mass adoption of QR codes<br />4<br />Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010 <br />
    5. 5. The Advertising Challenge<br />"Half the money I spend on advertising is wasted. Trouble is, I don't know which half."<br /> John Wanamaker<br />legendary Philadelphia retailer<br />5<br />
    6. 6. What if we could change the dynamic?<br />MARKETING<br />ADVERTISING<br /><ul><li> Conversational
    7. 7. Tailored / Relevant
    8. 8. 1:1
    9. 9. 2 way relationship
    10. 10. Engagement metrics
    11. 11. Interruptive
    12. 12. Non-personalized
    13. 13. Mass audience
    14. 14. One-way
    15. 15. Impression / click metrics</li></ul>6<br />
    16. 16. Mobile Offers New Audiences<br />Local media will own mobile<br /><ul><li> Trusted local brands
    17. 17. Leading source of news and information
    18. 18. Local ad sales force – 150,000 in US</li></ul>News and local info key mobile web driver (Borrell Assoc.)<br /><ul><li>65% of mobile content consumed is local
    19. 19. Mobile news generate highest frequency of use
    20. 20. Breaking News – a mobile killer app
    21. 21. New media to generate 22% of local advertising revenue by 2013</li></ul> (Center for Media Research Annual Study)<br />Sept. <br />“40% of local content providers believe that mobile may be significant some day”<br />‘08<br />“80% of local content providers believe that mobile will be their main distribution channel within 3 years.”<br />‘09<br />7<br />
    22. 22. Mobile Offers New Audiences<br />8<br />
    23. 23. Mobile Offers New Audiences<br />9<br />
    24. 24. Mobile Offers New Audiences<br />Dec. 1, 2010 <br />As of 6/23/11: BIA Kelsey increased forecast to $2.8B!<br />“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. <br />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.”<br />10<br />
    25. 25. Mobile Offers New Audiences<br />February 8, 2011<br />Smartphones Outsell PCs<br />By SARAH PEREZ of ReadWriteWeb<br />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.<br />11<br />
    26. 26. Smartphones Outsell Feature Phones<br />12<br />
    27. 27. 13<br />Tablet Sales overtake PC Sales<br />
    28. 28. Mobile is Huge for Local Information Seekers<br /><ul><li>95% of smartphone users have looked for local information
    29. 29. 77% have contacted a business after seeing an ad
    30. 30. 44% actually purchased something.</li></ul>Google Ipsos – Think Insights” <br />14<br />
    31. 31. 15<br />Tablet Use: Games, Information and Emails<br />Source: AdMob by Google Tablet Survey March 2011<br />
    32. 32. Mobile Offers New Audiences<br />“Fastest growing technology in modern times”<br /> - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10)<br />16<br />
    33. 33. More than 1,271,100 mobile phone users in our market.<br />Some of the demographic characteristics of mobile phone users are:<br /><ul><li>Adults 18 to 44 (41%)
    34. 34. College educated (57%)
    35. 35. Have children (32%)
    36. 36. Employed (54%)
    37. 37. Household income of $75,000 or more (41%)</li></ul>Top 5 ways mobile phone users use their phone:<br />Make local and long distance calls (75%)<br />Text (49%) <br />E-mail (19%)<br />News/Traffic (15%) <br />Search (14%)<br />17<br />Currently own a mobile phone: 1,271,100<br />Source: 2010 Scarborough Report, Release 2<br />
    38. 38. Fact or Fiction: Smartphone users <br />FICTION!<br />Fact or Fiction: Only young people use smartphones.<br />Fact or Fiction: <br />Smartphone users are just a bunch of single guys looking to hook up.<br />FICTION!<br />18<br />Total Palm Beach County Adults: 1,025,700<br />Source: 2010 Scarborough Report, Release 1 <br />Source: 2010 Scarborough Report, Release 2<br />
    39. 39. Fact or Fiction: Smartphone users <br />FACT!<br />Fact or Fiction: Smartphone users make money. <br />FACT!<br />Fact or Fiction: Smartphone users are educated. <br />19<br />Total Smart Phone Users: 541,600<br />Source: 2010 Scarborough Report, Release 2 <br />Source: 2010 Scarborough Report, Release 2<br />
    40. 40. Mobile 101<br /><ul><li>Smartphone: An advanced phone with an operating system; runs apps, requires data plan.
    41. 41. Feature phone: A low-end phone for calling, text messaging or basic Web activities
    42. 42. SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”
    43. 43. 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.
    44. 44. Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is 72411 (PB411).</li></li></ul><li>Mobilizing for Success<br />21<br />
    45. 45. Mobilizing for Success<br />Longer Loading Time<br />Shorter Loading Time<br />
    46. 46. Publishing Solutions: Mobile Apps<br /><ul><li> Highest engagement apps in the industry
    47. 47. Fastest download speeds
    48. 48. Full offline usage and reporting of offline activity
    49. 49. Optimized for revenue generation</li></ul>23<br />
    50. 50. Post Mobile Efforts<br /><ul><li> Mobile applications drive 8 -10X page views v. mobile web
    51. 51. Click through rates 4-5X higher (ad stays anchored at bottom)</li></ul>24<br />24<br />
    52. 52. Web + Apps: Work Better Together<br />High <br />Mobile<br />Web<br /> Page Views<br />High<br /> Low<br /> Unique Users<br />Mobile<br />Apps<br />Low <br />25<br />
    53. 53. Avoid “Ready, Shoot, Aim!” approach<br />Mobile Sites <br />Applications<br />Advertising<br />How does my customer benefit?<br />Should I advertise on mobile?<br />?<br />Do I Need Mobile Web and Apps?<br />Who’s going to manage all this?<br />Tablets<br />Applications<br />Reporting<br />Messaging<br />Video <br />Photos<br />26<br />
    54. 54. Benefits of having a Mobile Strategy<br />Highly personal media channel – “Look At”vs. “Listen To” environment<br />Strengthen media reach against younger demos<br />Clean, exclusive, “Leaderboard” on page presence for advertiser message<br />Custom landing pages ensure clarity of advertiser offer<br />Engagement tools offer unparalleled connection options for users<br />Click through rates higher than basic online: avg. btwn .30 -.50. Apps higher.<br />27<br />
    55. 55. Local Publisher Accounts and Categories<br />
    56. 56. Automotive<br />29<br />
    57. 57. Real Estate<br />30<br />
    58. 58. Education<br />31<br />
    59. 59. Bank / Finance<br />32<br />
    60. 60. Bank / Finance<br />33<br />
    61. 61. Bank / Finance<br />34<br />
    62. 62. Events / Entertainment<br />35<br />
    63. 63. Retail<br />36<br />
    64. 64. Recruitment<br />37<br />
    65. 65. Restaurants / QSRs<br />38<br />
    66. 66. Grocery<br />39<br />
    67. 67. Hospitals / Health Care<br />40<br />
    68. 68. Home Services<br />41<br />
    69. 69. Local Services<br />42<br />
    70. 70. The Mobile Value Proposition<br />1<br />The Audience<br />2<br />TheOffer<br />3<br />TheResults<br />43<br />
    71. 71. 1<br />The Mobile Value Proposition<br /><ul><li>ALWAYS “ON”:</li></ul>A typical mobile phone user carries his/her phone for an average of 14 hours a day.<br /><ul><li>ENGAGED:</li></ul>US mobile subscribers sent and received on average 480 text messages per month in Q1 2010<br />Currently 100 million active mobile Web users in the US.<br /><ul><li>YOUNG:</li></ul>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) <br />44<br />Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB<br />
    72. 72. 2<br />The Mobile Ad Buy<br />“The Mobile Marketing Pizza”<br />45<br />
    73. 73. The Mobile Marketing Pizza<br />The Crust: Mobile Banners <br /><ul><li> Advertisers get an exclusive, uncluttered environment (only one ad banner per page).
    74. 74. Closely associate your brand or service with quality content.
    75. 75. Where the bulk of your ad package value is contained.
    76. 76. Target by Daypart, Category, Device.</li></ul>Mobile Web<br />Mobile App<br />46<br />
    77. 77. The Mobile Marketing Pizza<br />But Where Does the Mobile Click Go?<br />47<br />
    78. 78. The Mobile Marketing Pizza<br />The Sauce: The Landing Page<br /><ul><li> Verve hosted web page with offer information.
    79. 79. User clearly sees more about the advertised offer.
    80. 80. Enables advertiser to continue the dialog with the user through various forms of engagement.
    81. 81. Click to “Action”</li></ul>48<br />
    82. 82. The Mobile Marketing Pizza<br />The Toppings: Click to Action Menu<br />Click to Email<br />Click to Map<br />Click to Call<br />Emails easily sent back to advertiser<br />Make a direct phone call with one touch<br />Find a retail store near current location<br />49<br />
    83. 83. Click to Call<br />50<br />
    84. 84. Click to Email<br />51<br />
    85. 85. Click to Map<br />Denver Post – NAPA Auto Parts<br />52<br />
    86. 86. “Deliver coupon or offers directly to customers” <br />SMS (Short Message Service)<br />53<br />
    87. 87. The Mobile Marketing Pizza<br />*NEW* The “Stuffed Crust”: Expandable Banners <br />Banner converts to “Panel” - fills the page<br /><br />Device responds accordingly<br />User selects click to map or call<br />User taps the banner<br />54<br />
    88. 88. Rich Media Reporting / Monitoring <br />55<br />
    89. 89. 56<br />Best Practices/Techniques<br />DON’T<br />DO<br />✔ Consider developing a mobile application to offer new mobile functionality<br />✘ Rely on web-only communication<br />✔ Match up your most desired user action with the mobile response tool<br />✘ Settle for site visit<br />✘ Use usual website for mobile device<br />✔ Use mobilized landing pages to give your users best possible experience <br />✘ Rely on traditional Internet banner techniques (animation, wordiness)<br />✔ Keep your banner simply worded with call to action – rotate the creative ~ monthly<br />
    90. 90. Questions?<br />Bill Ganon, GM Local Markets<br />Verve Wireless<br />bill@vervewireless.com760-479-0055<br />Raul Vielma, Director of Digital Sales<br />The Palm Beach Post<br />rvielma@pbpost.com 561-820-4277<br />57<br />
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