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We're 50% Mobile, Now What? (ONA14)

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Slides from the 2014 Online News Association Conference session featuring Etan Horowitz of CNN, Alex Hardiman of the New York Times and Alice DuBois of Buzzfeed. The session offered concrete tips on what having a mobile majority audience means for editorial decisions, content display and business.

Session video and other details can be found at http://bit.ly/mobile50ona

Published in: Mobile
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We're 50% Mobile, Now What? (ONA14)

  1. 1. We’re 50% Mobile. Now What? #halfmobile
  2. 2. z z Etan Horowitz Senior Mobile Editor @etanowitz Alex Hardiman Executive Director, Mobile Products @alex_hardiman Alice DuBois Director of Editorial Products @alicedubois ONA 2014 #halfmobile
  3. 3. What percentage of your audience is mobile? When did you pass the 50% mark? ONA 2014 #halfmobile
  4. 4. hit 50% in August 2014 ONA 2014 #halfmobile
  5. 5. NYT hit 50% articles views in April 2013. Source: NYT Internal 50% ONA 2014 #halfmobile
  6. 6. Mobile visitors surpassed desktop in August 2014. Source: comScore ONA 2014 #halfmobile
  7. 7. When news breaks, mobile is 65%+ of our traffic. Source: NYT Internal ONA 2014 #halfmobile
  8. 8. BuzzFeed’s unique visitors hit 50% in July 2013 BuzzFeed’s article views hit 50% in November 2013 ONA 2014 #halfmobile
  9. 9. How do the habits of your mobile users differ from your desktop users? ONA 2014 #halfmobile
  10. 10. Mobile opens up new pockets of time with readers. Source: NYT Internal ONA 2014 #halfmobile
  11. 11. Mobile owns the morning, the evening… Source: NYT Internal And the weekend. ONA 2014 #halfmobile
  12. 12. Desktop and mobile primetime is very different. Desktop Mobile WEEKDAYS AT CNN ONA 2014 #halfmobile
  13. 13. Weekend usage patterns are very similar. Desktop Mobile SATURDAYS AT CNN ONA 2014 #halfmobile
  14. 14. Visits to BuzzFeed on a typical week day ONA 2014 #halfmobile
  15. 15. We use computers, tablets and phones in different ways So users consume content in different ways across platforms. ONA 2014 #halfmobile
  16. 16. As we neared 50% mobile at CNN, majority mobile traffic days became more common. ONA 2014 #halfmobile
  17. 17. In 2013, there was majority mobile traffic on a handful of days including: Asiana Crash at SFO, Saturday, July 6 Cory Monteith death, Sunday, July 14 Paul Walker’s death, Sunday, December 1 Christmas Day, Wednesday, December 25 ONA 2014 #halfmobile
  18. 18. Today, mobile majority is the norm on weekends, regardless of the news. First weekend after MH370 disappeared, March 8-9 Tracy Morgan car accident, June 7 Second weekend after MH370 disappeared, March 15-16 Virtually every weekend since summer 2014 ONA 2014 #halfmobile
  19. 19. NYT readers are increasingly cross-platform. ONA 2014 #halfmobile
  20. 20. Especially our subscribers. • Digital and print subscribers using the web and an app retain 2x as long as single-platform subscribers. • About three quarters of subscribers use a mobile device to access NYT in a typical week; 50% use both mobile and desktop. • 90% of subscribers under 35 use a mobile device to access NYT in a typical week; 75% use both mobile and desktop. Source: NYT Internal Data ONA 2014 #halfmobile
  21. 21. Internet use is shifting to mobile. mobile = social, social = mobile ONA 2014 #halfmobile
  22. 22. Which post went mega viral and which didn’t? Post A Post B ONA 2014 #halfmobile
  23. 23. Which post went mega viral and which didn’t? Post A Post B 41 million views, 18x social lift 274,000 views, 1.8x social lift ONA 2014 #halfmobile
  24. 24. Social can cause a big spike in mobile traffic Desktop Mobile VIDEO STARTS ONA 2014 #halfmobile
  25. 25. What caused this spike? • This post on the CNN Facebook page at midnight ET • This video was the top mobile web video for the day and it never appeared on the mobile web homepage. • The Facebook post did not cause any significant spike on desktop. ONA 2014 #halfmobile
  26. 26. What did your news organization do to prepare for passing the 50% mark? What has changed since you hit that mark? ONA 2014 #halfmobile
  27. 27. Changing workflow & mindsets 1. Awareness 2. Analytics 3. Action ONA 2014 #halfmobile
  28. 28. Awareness Put a live view of your mobile site on every screen. Re-size page if responsive. Use browser extensions if not. ONA 2014 #halfmobile
  29. 29. Awareness Use AppleTV or Chromecast to project mobile at key meetings. ONA 2014 #halfmobile
  30. 30. May 4-10, 2014 • Programming decisions made with mobile audience as primary audience • Editors and producers pull out phones to discuss our mobile presentation, making changes as needed • Mobile shown first at daily editorial meetings • Held “ask us anything” and training sessions on key topics including social and analytics. • Gave a mobile stat of the day and tip of the day about our mobile products • Gathered extensive feedback from staff on CNN mobile products, content & strategy ONA 2014 #halfmobile
  31. 31. What Did We Learn? • Staff is hungry to learn more about mobile and focus more on it • There is no such things as too much awareness about mobile • Mobile shown first at daily editorial meetings • We think about headlines, photos and programming differently when we think about mobile • Started a conversation that is continuing • Hands on training and open discussion is most valuable • We need to do it again! ONA 2014 #halfmobile
  32. 32. We created autonomous mobile teams. 1. iOS 2. Android 3. Mobile Web 4. Mobile Audience Growth ONA 2014 #halfmobile
  33. 33. We launched mobile-first products. NYT Now • NYT Now is a new mobile news habit. • New, younger audiences. • A distinctive voice with original content. • Our editors curate the Web. • The news is framed and presented in a mobile-friendly way. ONA 2014 #halfmobile
  34. 34. We’re heavily invested in mobile technologies. 1. Mobile Web performance 2. Re-usable frameworks team 3. A/B testing capabilities A/B Testing A B ONA 2014 #halfmobile
  35. 35. We’re broadening mobile newsroom responsibilities 1. Mobile is no longer a specialty. It’s a requirement. 2. We’re reconfiguring our larger news gathering and production processes. 3. Mobile prominently featured in 10am and 4pm news meetings. 4. Better mobile preview environments. 5. Data increasingly accessible and actionable. 6. New mobile chief reporting into the Executive Editor. Mobile Preview ONA 2014 #halfmobile
  36. 36. (Some) new teams ONA 2014 #halfmobile
  37. 37. Product changes ONA 2014 #halfmobile
  38. 38. Product changes ONA 2014 #halfmobile
  39. 39. Product changes ONA 2014 #halfmobile
  40. 40. Product changes ONA 2014 #halfmobile
  41. 41. Product changes ONA 2014 #halfmobile
  42. 42. Product changes ONA 2014 #halfmobile
  43. 43. Product changes ONA 2014 #halfmobile
  44. 44. What are the revenue implications of the shift to mobile? ONA 2014 #halfmobile
  45. 45. NYT advertising vs. circulation revenue. ($mm) ONA 2014 #halfmobile
  46. 46. For many publishers, a stark imbalance. Challenges with mobile consumer revenue: • Friction-laden mobile subscription funnel • Freemium models for mobile news Challenges with mobile advertising revenue: • A lack of compelling banner creative for phone • Native advertising is less scalable • Lower CPMs What to do? ONA 2014 #halfmobile
  47. 47. We’re making it easier for consumers to buy We’re: • Improving bad conversion funnels • Making data-driven decisions • Putting our users first ONA 2014 #halfmobile
  48. 48. And easier for advertisers to buy We’re: • Selling our audience, not our mobile products • Creating new premium ad products • Offering consistent ad units across desktop, phone and tablet NYT Paid Posts on iPad and Mobile Web ONA 2014 #halfmobile
  49. 49. Native advertising is mobile friendly ONA 2014 #halfmobile
  50. 50. What do you need to do next? ONA 2014 #halfmobile
  51. 51. What should YOU do at your organization? 1. Ensure you have newsroom and business-side leadership and investment to make long-term bets on mobile. 2. Know your readers. Are you building for a mobile-only or a cross-platform future? 3. Evaluate your organizational structure. Re-balance your resources and talent to align with your readership. 4. Bring data into the process. 5. Take risks. ONA 2014 #halfmobile
  52. 52. Questions? ONA 2014 #halfmobile

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