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Ap B.Mosse Digiday Mobile


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Ap B.Mosse Digiday Mobile

  1. 2. Presentation to DigiDay Mobile March 12, 2009 Lessons Learned in Creating Mobile Content
  2. 3. The Associated Press <ul><li>AP is World’s Largest and Oldest News Company </li></ul><ul><ul><li>247 Bureaus in 97 countries </li></ul></ul><ul><ul><li>4, 000+ Journalists Photographers, and Employees </li></ul></ul><ul><li>Cover all Subject Areas </li></ul><ul><ul><li>Entertainment, Sports, Politics, Lifestyle, Business … </li></ul></ul><ul><li>All Media Types </li></ul><ul><ul><li>Text, Photos and Videos </li></ul></ul><ul><li>Core Principals </li></ul><ul><ul><li>Fast, Trustworthy, Comprehensive </li></ul></ul>Half of all the world’s population sees news from the AP on any given day…
  3. 4. AP Mobile: The Future of News
  4. 5. Overview of AP Mobile <ul><li>Comprehensive </li></ul><ul><ul><li>Local, national and international news </li></ul></ul><ul><ul><li>In US: 1,000+ local news sources </li></ul></ul><ul><ul><li>Award-winning photos and videos </li></ul></ul><ul><ul><li>Complete set of vertical content </li></ul></ul><ul><ul><li>Multi-lingual versions </li></ul></ul><ul><li>Customizable </li></ul><ul><ul><li>Unparalleled level of personalization </li></ul></ul><ul><ul><li>Manage multiple locations </li></ul></ul><ul><ul><li>Select specific local, trusted brands </li></ul></ul><ul><ul><li>Integrate with LBS </li></ul></ul><ul><ul><li>“ If you like your news comprehensive, you’ll want the AP Mobile News Network.” </li></ul></ul><ul><ul><li>-- The New York Times </li></ul></ul>
  5. 6. Sample List of Local Newspapers
  6. 7. AP Mobile: Growing Fast <ul><li>AP Mobile provides AP News content to mobile users. </li></ul><ul><ul><li>Mobile Web access for all phones @ </li></ul></ul><ul><ul><li>Client Applications for smart phones . </li></ul></ul><ul><ul><ul><li>iPhone – Web App and Client App </li></ul></ul></ul><ul><ul><ul><li>Blackberry Client App </li></ul></ul></ul><ul><ul><ul><li>Windows Mobile Client App Coming Q1 2009 </li></ul></ul></ul><ul><ul><ul><li>Android G1 Mobile Client App Coming Q1 2009 </li></ul></ul></ul><ul><ul><ul><li>Palm Pre, Nokia, and Java/J2ME Coming Q2 2009 </li></ul></ul></ul><ul><ul><li>Premium placement on mobile platforms: </li></ul></ul><ul><ul><ul><li>US Cellular deck </li></ul></ul></ul><ul><ul><ul><li>Virgin Mobile </li></ul></ul></ul><ul><ul><ul><li>Coming Q2 2009: AT&T </li></ul></ul></ul>
  7. 8. The User Came First <ul><li>Revolution not an Evolution </li></ul><ul><ul><li>Nearly 50% of respondents said that a poor experience on their initial use of the mobile Web made them “reluctant to access” the site on their mobile phone again. </li></ul></ul>“ Don’t think about what’s going to make your company happy, think about what’s going to make the consumer happy.” Source: DotMobi (July 2008)
  8. 9. Built the Ultimate Solution <ul><li>Invest in GUI </li></ul><ul><ul><li>If you don’t build it well , they won’t come </li></ul></ul><ul><li>Customize and Personalize </li></ul><ul><li>Make it Comprehensive </li></ul>
  9. 10. Numerous Channels: Tech, Sports, Travel
  10. 11. Web 2.0 Features: High Engagement SAVE article Collect your favorites TEXT of EMAIL article Send articles to friends COMMENT on article Send a report to AP from device
  11. 12. Breakdown of Traffic World Technology Business U.S. News Photos Politics Lifestyles Elections Travel Video Viewership by News Category Top Stories Add’l Entertainment Sports Wacky Local National Footprint to Local News
  12. 13. Breakdown of Traffic by Time and Day 15% 17% 14% 14% 14% 14% 12% Traffic by Day of Week* * June 2008 Traffic by Day-Part
  13. 14. AP Mobile Demographic & Usage <ul><ul><li>Demos </li></ul></ul><ul><ul><li>Age: 85% under 45 years old </li></ul></ul><ul><ul><li>Income: </li></ul></ul><ul><ul><ul><li>74% with $50k+ HHI </li></ul></ul></ul><ul><ul><ul><li>50% with $75k+ HHI </li></ul></ul></ul><ul><ul><li>Gender: 68/32 Male:Female </li></ul></ul><ul><ul><li>Usage </li></ul></ul><ul><ul><li>Visits per Month: 10 times a month </li></ul></ul><ul><ul><li>Page views per visit: 6 page views per visit </li></ul></ul><ul><ul><li>Audience and Reach </li></ul></ul><ul><ul><li>600k monthly uniques and 35M impressions: Growing Quickly </li></ul></ul>Source: Nielsen and Nielsen @Plan
  14. 15. <ul><li>The Mobile News Network is one of the fastest growing mobile destinations. Launched less than a year ago, it’s already one of the top mobile news sites . </li></ul><ul><ul><li>“ The Associated Press's news-on-demand app is the gold standard.” </li></ul></ul><ul><ul><ul><li>Time Magazine , December 22, 2008, Top 10 of Everything Issue </li></ul></ul></ul><ul><ul><li>“ Best in News iPhone App” </li></ul></ul><ul><ul><ul><li>New York Times </li></ul></ul></ul><ul><ul><li>Consumers agree: </li></ul></ul><ul><ul><ul><li>“ Very neat mobile news web app. I thought CNN:mobile was well done, but this is at a completely different level.” </li></ul></ul></ul><ul><ul><ul><li>“ It’s like a newspaper in your phone.” </li></ul></ul></ul><ul><ul><ul><li>“ Also have NYT and CNN but AP is better organized and easier to use.” </li></ul></ul></ul>AP Mobile: “The Gold Standard” 1 Source:
  15. 16. 2008 Industry Awards AP Mobile News Network Blackberry Developer Challenge FINALIST
  16. 17. Reaching the Audience <ul><li>By Subject Matter </li></ul><ul><ul><li>15 Top level categories: Sports, Entertainment, … </li></ul></ul><ul><ul><li>Sub-categories: Football, Soccer, … </li></ul></ul><ul><li>By Geographic Location </li></ul><ul><ul><li>Zip Code </li></ul></ul><ul><ul><li>DMA </li></ul></ul><ul><ul><li>LBS </li></ul></ul><ul><li>By Media Asset </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><li>By Campaign Type </li></ul><ul><ul><li>Banner, Pre-Roll, Full Screen </li></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>SMS </li></ul></ul><ul><li>Any Combination of the Above </li></ul>Select your favorite news categories Enter your ZIP Code to personalize local news
  17. 18. In Conclusion <ul><li>Be driven by where users are. </li></ul><ul><li>Provide the best user experience. </li></ul><ul><li>Mobile requires editorial resources. </li></ul><ul><li>Users want hyper-local content. </li></ul><ul><li>Allow users to do more than share content. </li></ul><ul><li>The AP is the gold standard for news on the mobile. </li></ul><ul><li>Target users by interest, by location, by asset type, and by campaign type. </li></ul>For more information: Benjamin Mosse [email_address] 212.621.1926 @bmosse