1.
SHAUN KOINER
CHIEF PRODUCT OFFICER, PERFORM MEDIA
APPS vs MOBILE WEB
REVISITED
MONDAY, MAY 2, 2016

2.
SHAUN KOINER
CHIEF PRODUCT OFFICER, PERFORM MEDIA
WHO IS SK
Shaun Koiner
Chief Product Officer
Perform Media

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.
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.
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.
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.
SHAUN KOINER
CHIEF PRODUCT OFFICER, PERFORM MEDIA
IT’S NOT APP vs WEB

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.
SHAUN KOINER
CHIEF PRODUCT OFFICER, PERFORM MEDIA
TOUCHPOINTS FOR USERS
Guardian is a great example of social, email, mweb and app complementing…

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.
SHAUN KOINER
CHIEF PRODUCT OFFICER, PERFORM MEDIA
STRATEGIES & TACTICS - MWEB
• SEO
• Mature
• Non-specialist software development
• Lower barrier to entry
Positives

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.
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.
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.
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.
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.
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.
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.
SHAUN KOINER
CHIEF PRODUCT OFFICER, PERFORM MEDIA
Source: comScore
ALL ABOUT USER BEHAVIOR

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.
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.
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.
SHAUN KOINER
CHIEF PRODUCT OFFICER, PERFORM MEDIA
EXAMPLE - MOBILE IN FEED VIDEO

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.
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