Winning Mobile Strategies


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We’ve been hearing that it’s the “Year of Mobile” for years, but it hasn’t quite fully materialized. Mobile
tantalizes with its great potential, but is still something most Publishers are trying to figure out. Moderated
by Operative Product Manager Barnaby Edwards, this webcast will show how Publishers can actually make
this the “Year of Mobile” for themselves. Please join Barnaby and Patrick as they discuss:

How to integrate mobile into your product strategy
What will the impact be for Publishers?
Technology issues to consider

Published in: Technology, Business
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Winning Mobile Strategies

  1. 1. LIVE Webcast Winning Mobile Strategies Panelist: Patrick McCormack, VP of Mobile Sales & Strategy Moderator: Barnaby Edwards, Product ManagerWinning Mobile Strategies #winwithmobile
  2. 2. 2 Webinar Notes Attendees are in listen only mode Post questions in the Go To Webinar Questions Panel. They will be answered throughout the session, with more time allocated towards the end. Post comments & feedback to #winwithmobile An Essential Reading List for Mobile can be found at The session is being recorded and will be made available within 24 hoursWinning Mobile Strategies #winwithmobile
  3. 3. 3 Today’s Panelists Patrick McCormack Barnaby Edwards VP of Mobile Sales & Strategy Product ManagerWinning Mobile Strategies #winwithmobile 8/22/2012 Proprietary and Confidential.
  4. 4. 4 What to make of Mobile Growth Projections? 12 eMarketer US Mobile Ad Growth $10 10 8 $ Billion 6 4 $2.3 2 $1.1 0 2011 2012 2016Winning Mobile Strategies #winwithmobile
  5. 5. 5 How important is Mobile to your business? Becoming a “Mobile First” company #1 mobile content destination Early adopter – launched 1st app in 1999 Continuous process of justifying headcount and resourcesWinning Mobile Strategies #winwithmobile
  6. 6. 6 How do you integrate mobile into your overall Integrated cross-platform solution: 4 screens (cable, mobile, tablet, web) Digital Product Value prop for user and advertiser varies by screen Best practice is to “un-silo” strategy?Winning Mobile Strategies #winwithmobile
  7. 7. TWC USAGE THROUGHOUT THE DAY MULTIPLATFORM 4Q11, % Composition M-F Daily Usage by Hour iPad soars 8% in prime Web peaks in morning and But rises in prime as TV peaks in the remains high in daytime with viewers return home 7% morning at-work usage But extends beyond all other platforms 6% Mobile complements starting in early fringe morning TV and 5% web usage Mobile neatly intersects TV and web daytime usage 4% iPad usage appears to resemble TV 3% Mobile usage rises above web in fringe but can’t 2% mirror growing TWC cable TV levels out during daytime as patterns in prime viewers go to work 1% 0% 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12N 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12A TWC Cable TWC mobile TWC iPadSource: Nielsen N-Power 4Q11 unique viewers by hour for TWC cable. Omniture 4Q11 pageviews by hour for TWC mobile, web, iPad.
  8. 8. 8 How does Mobile perform for Not an either or proposition as seen thru advertisers versus usage patterns Similar KPIs to Display Display? Brand exposure becoming more important Mobile gives advertisers more tools to factor in location and use contextual advertising - a critical part of marketing mixWinning Mobile Strategies #winwithmobile
  9. 9. 9 Free App, Paid App, Mobile site – how do you view No right answer – Majority use free Apps, recently launched HTML5 mobile site and also do have some paid features distribution? High frequency usage lends itself to apps Being in the App business is effective but does come with challengesWinning Mobile Strategies #winwithmobile
  10. 10. 10 Is local the coolest kid on the block? Powerful way to provide relevance to the user TWC is the #1 location based services company Trading location in exchange for impactful info is good value for users Opens the door to engaging creativeWinning Mobile Strategies #winwithmobile
  11. 11. DELIVERING RESULTS Wipe Away Your WeatherWestin Case Study:Named one of AdAge’s 2011“10 Most Important Mobile Moments”230+ Press MentionsBolstered Mobile Hotel BookingsMobile Commerce DailyFeatured In IAB Creative Showcase
  12. 12. 12 Separate Production Technology or a Single stack Simplified Ad Tech Reporting benefits Reduced maintenance and overhead Stack?Winning Mobile Strategies #winwithmobile
  13. 13. 13 How will we get to $10 billion? ROI/Measurement Creativity Standardization Targeting/Privacy Education of allWinning Mobile Strategies #winwithmobile
  14. 14. 14 Key Takeaways  Mobile should be integrated with other products rather than standalone Consumption by platform varies greatly by time of day Must build trusted relationships with your audience so there can be give and take Localization is spurring innovation in creative, which is critical to deliver relevance Publishers need to work together to help educate the market and grow the total pieWinning Mobile Strategies #winwithmobile 8/22/2012 Proprietary and Confidential.
  15. 15. 15 Questions?Winning Mobile Strategies #winwithmobile
  16. 16. 16 Thank you! Patrick McCormack Barnaby Edwards VP of Mobile Sales & Strategy Product Manager bedwards@operative.comWinning Mobile Strategies #winwithmobile 8/22/2012 Proprietary and Confidential.