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Digital Download Series - Mobile

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 Digital dowload all mobile final Presentation Transcript

  • Presented by:
    Raul Vielma
    Director of Digital
    The Palm Beach Post
    rvielma@pbpost.com
    Shifting to Mobile
    Bill Ganon
    GM Local Markets
    Verve Wireless
    bill@vervewireless.com.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
    Clients taking advantage of these opportunities
    The mobile value proposition
    Mobile best practices
    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
    • Conversational
    • Tailored / Relevant
    • 1:1
    • 2 way relationship
    • Engagement metrics
    • Interruptive
    • Non-personalized
    • Mass audience
    • One-way
    • Impression / click metrics
    6
  • 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
  • 13
    Tablet Sales overtake PC Sales
  • 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”
    14
  • 15
    Tablet Use: Games, Information and Emails
    Source: AdMob by Google Tablet Survey March 2011
  • Mobile Offers New Audiences
    “Fastest growing technology in modern times”
    - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10)
    16
  • 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%)
    • Employed (54%)
    • 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%)
    17
    Currently own a mobile phone: 1,271,100
    Source: 2010 Scarborough Report, Release 2
  • Fact or Fiction: Smartphone users
    FICTION!
    Fact or Fiction: Only young people use smartphones.
    Fact or Fiction:
    Smartphone users are just a bunch of single guys looking to hook up.
    FICTION!
    18
    Total Palm Beach County Adults: 1,025,700
    Source: 2010 Scarborough Report, Release 1
    Source: 2010 Scarborough Report, Release 2
  • Fact or Fiction: Smartphone users
    FACT!
    Fact or Fiction: Smartphone users make money.
    FACT!
    Fact or Fiction: Smartphone users are educated.
    19
    Total Smart Phone Users: 541,600
    Source: 2010 Scarborough Report, Release 2
    Source: 2010 Scarborough Report, Release 2
  • Mobile 101
    • 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 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
    21
  • Mobilizing for Success
    Longer Loading Time
    Shorter Loading Time
  • 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
    23
  • Post Mobile Efforts
    • Mobile applications drive 8 -10X page views v. mobile web
    • Click through rates 4-5X higher (ad stays anchored at bottom)
    24
    24
  • Web + Apps: Work Better Together
    High
    Mobile
    Web
    Page Views
    High
    Low
    Unique Users
    Mobile
    Apps
    Low
    25
  • Avoid “Ready, Shoot, Aim!” approach
    Mobile Sites
    Applications
    Advertising
    How does my customer benefit?
    Should I advertise on mobile?
    ?
    Do I Need Mobile Web and Apps?
    Who’s going to manage all this?
    Tablets
    Applications
    Reporting
    Messaging
    Video
    Photos
    26
  • 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.
    27
  • Local Publisher Accounts and Categories
  • Automotive
    29
  • Real Estate
    30
  • Education
    31
  • Bank / Finance
    32
  • Bank / Finance
    33
  • Bank / Finance
    34
  • Events / Entertainment
    35
  • Retail
    36
  • Recruitment
    37
  • Restaurants / QSRs
    38
  • Grocery
    39
  • Hospitals / Health Care
    40
  • Home Services
    41
  • Local Services
    42
  • The Mobile Value Proposition
    1
    The Audience
    2
    TheOffer
    3
    TheResults
    43
  • 1
    The 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)
    44
    Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB
  • 2
    The Mobile Ad Buy
    “The Mobile Marketing Pizza”
    45
  • 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
    46
  • The Mobile Marketing Pizza
    But Where Does the Mobile Click Go?
    47
  • 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”
    48
  • 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
    49
  • Click to Call
    50
  • Click to Email
    51
  • Click to Map
    Denver Post – NAPA Auto Parts
    52
  • “Deliver coupon or offers directly to customers”
    SMS (Short Message Service)
    53
  • 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
    54
  • Rich Media Reporting / Monitoring
    55
  • 56
    Best Practices/Techniques
    DON’T
    DO
    ✔ Consider developing a mobile application to offer new mobile functionality
    ✘ Rely on web-only communication
    ✔ Match up your most desired user action with the mobile response tool
    ✘ Settle for site visit
    ✘ Use usual website for mobile device
    ✔ Use mobilized landing pages to give your users best possible experience
    ✘ Rely on traditional Internet banner techniques (animation, wordiness)
    ✔ Keep your banner simply worded with call to action – rotate the creative ~ monthly
  • Questions?
    Bill Ganon, GM Local Markets
    Verve Wireless
    bill@vervewireless.com760-479-0055
    Raul Vielma, Director of Digital Sales
    The Palm Beach Post
    rvielma@pbpost.com 561-820-4277
    57