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Apps Vs. Mobile Web Revisited

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The longstanding debate over publishers investing resources mobile app strategies over mobile Web has evolved along with the mobile platforms and technologies themselves. Changes in mobile search, app indexing, iOS and Android app cross-linking, alerts and now Google AMP are evolving mobile discovery and the routes media take to access consumers and maintain relationships. What is the new app-vs-Web equation for publishers?

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Apps Vs. Mobile Web Revisited

  1. 1. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA APPS vs MOBILE WEB REVISITED MONDAY, MAY 2, 2016
  2. 2. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA WHO IS SK Shaun Koiner Chief Product Officer Perform Media
  3. 3. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA • 105M mobile site users • 64M android users • 58M social followers • 39 editions • 19 languages • 93% of users under 30 MOBILE WEB & APPS Biggest global digital football brand 6 month UU Oct 15- Mar 16
  4. 4. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA APPS vs MOBILE WEB REVISITED Why is this discussion important? • Mobile traffic trending forever upwards • Mobile CPM trending up Traffic Mobile CPMs $
  5. 5. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA KEY TAKEAWAYS 1. Mobile app usage is the #1 means of digital media consumption 2. Complementary to desktop & mobile web product offerings 3. Most frequently used apps are given the best home screen real estate which fuels more use 4. Publishers must focus on Millennials’ app habits for long-term mobile success
  6. 6. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA It’s not Apps vs Mobile Web… It’s Apps & Mobile Web, working together with mobile-focused social (primarily Facebook) to hit the sweet-spot of success across mobile touch-points What is the new app-vs-Web equation for publishers? Desktop + mWeb + Social + App = Success SK OPINION
  7. 7. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA IT’S NOT APP vs WEB
  8. 8. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA TOUCHPOINTS FOR USERS Have to consider where users find content: Apple News, Facebook, Twitter, Google search, 
 Shared content: Twitter, Facebook, Whatsapp, Email, etc
  9. 9. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA TOUCHPOINTS FOR USERS Guardian is a great example of social, email, mweb and app complementing…
  10. 10. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA EVOLUTION OF MOBILE DISCOVERY • Search • Deep-linking • App indexing • iOS and Android app cross-linking • Notifications and alerts Driving the audience to apps
  11. 11. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA STRATEGIES & TACTICS - MWEB • SEO • Mature • Non-specialist software development • Lower barrier to entry Positives
  12. 12. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA STRATEGIES & TACTICS - MWEB • Load time pressure • Hard to build differentiation • Managing new platforms (IA and AMP) • Fewer opportunities to be creative in monetization • Ad blocking on the (incremental) rise Challenges
  13. 13. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA STRATEGIES & TACTICS - APPS • Closer relationship with user • Registration • Personalization • Notifications • Lack of ad-blocking • True ‘native’ integrations, highly custom/bespoke • Native code apps look and feel premium Positives
  14. 14. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA Smartphone users are as likely to accept push notifications as reject, indicating a need to balance utility with intrusiveness.* Source: Comscore STRATEGIES - NOTIFICATIONS
  15. 15. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA STRATEGIES & TACTICS - APPS • Advanced analytics and data, user-segmentation • Culture of ratings and reviews • User-feedback into product design • Retention strategies from user feedback • Much attention from big players (Apple, Google, Facebook, Twitter) • Mature revenue focused distribution • Established in-app purchasing models/behaviors Positives continued
  16. 16. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA STRATEGIES & TACTICS - APPS • App fatigue - pressure on continuous innovation • SEO pickup more tricky and tied to mobile web • Deep linking complexities • Cost of maintenance • Dedicated resource and cost Challenges
  17. 17. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA STRATEGIES & TACTICS - APPS • SDK integrations • 3rd party platforms and their own releases and TOS • Each new thing adds complication • Major platform apps dominant • Dedicated resource and cost Challenges continued
  18. 18. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA Source: Comscore • Desktop page views per UU = 12 • mWeb = 17 • App = 275 eg. Goal eg. US App market* ENGAGEMENT
  19. 19. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA Source: comScore ALL ABOUT USER BEHAVIOR
  20. 20. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA Millennials’ app usage time is dominated by social, video, music and communications.* Source: comScore CHANGES IN USER BEHAVIOR
  21. 21. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA Mobile ads not only work, but they work much better than desktop ads on average – particularly at the bottom of the funnel* Source: Comscore AD REVENUES $$
  22. 22. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA Mobile native in-app video ads can be very effective, especially when adapting ad creative for short-form viewing* CHANGES IN USER BEHAVIOR Source: comScore
  23. 23. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA EXAMPLE - MOBILE IN FEED VIDEO
  24. 24. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA 1. Mobile app usage is the #1 means of digital media consumption 2. Complementary to desktop & mobile web product offerings 3. Most frequently used apps are given the best home screen real estate which fuels more use 4. Publishers must focus on Millennials’ app habits for long-term mobile success KEY TAKEAWAYS
  25. 25. SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA OPINIONS • It’s not Apps vs Mobile Web… • It’s Apps & Mobile Web, working together • And of course mobile-focused social, primarily Facebook • = sweet-spot of success across mobile touch-points

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