Mis wed 0830 grant whitmore


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Mis wed 0830 grant whitmore

  1. 1. Mobile Insider Summit August 22, 2012Grant Whitmore, Hearst Digital Media
  2. 2. Mobile Right NowMobile devices give us the amazing ability to be a partof consumers’ lives unlike any prior communicationmedium.Because they are always on and always nearby, theyare becoming our default entertainment andinformation devices and they are increasinglyindispensible companions in all of our daily activities,whether work or play.2
  3. 3. Apparently This Mobile Thing is Big An estimated 44% of the US internet population between the ages of 8-64 use smartphones* 3G penetration for cell users in the US is now at 64%, growing at a 31% rate YOY.** 93% of smartphone users access content and information regularly on their device* 17% of adult US cell phone owners now use their phones as their primary means of accessing the internet*** In June of 2012, more than 45% of smartphone users used shopping applications to shop for goodsSources: * Online Publishers Association: A Portrait of Today’s Smartphone User, August 2012; **KPCB: Internet Trends 2012;***Pew Internet and the American Life Project: Cell Phone Internet Access, June 2012 3
  4. 4. Still Being Used to Keep in Touch More than 55% of Facebook’s monthly active users access Facebook on a mobile device* More than 60% of Twitter’s monthly active users access Twitter on a mobile device* While doing this, 58% of US users read posts from companies or brands, and about 32% are said to be likely to click on ads while social networking*Sources: *Mashable: February, 2012 Comscore Mobile Study 4
  5. 5. As Ms. Meeker Tells Us……We Have a Mixed Bag of Opportunity While 10% of US internet traffic is occurring on mobile devices And 8% of ecommerce activity is now being driven by mobile devices Mobile ad revenue is commanding only about 20% of the eCPM of desktop displaySo that is somewhat scary for those of us running ourbusinesses on an ad-based revenue model who arewatching our most rapid audience growth occurring withinthis newest channel.Source: KPCB: Internet Trends 2012 5
  6. 6. A Mixed Bag is Better Than No Bag The Scarier Thing Would Be To Not Have a Rapidly Growing Mobile Audience!6
  7. 7. The Hearst Case (One Year Ago Today)Q3 2011 Hearst Magazines had just acquired Hachette- Filipacchi globally and had to chew and swallow a $900mm acquisition, requiring worldwide integration Paid apps in the form of e-editions were occupying the bulk of our team’s mobile mindshare of the digital and executive teams The Hearst mobile web initiative was fragmented between multiple outsource vendors providing highly disparate experiences7
  8. 8. A Source of Panic and a Spark of InspirationSource of Panic Spark of Inspiration 98mm US users on  We believed that we could do smartphones by Q4, 2011* this better ourselves 33.7mm US tablet users by end  We understood the promise of of 2011** HTML5 and the immediate We lacked direct control of our opportunity for adaptive design mobile destiny due to the  We also felt money starting to fragmented development effort shift there, as we were We were delivering a sub- beginning to feel pressure from optimal experience for our advertisers who expected us to users and advertisers offer ad packages in these new formats Sources: *NielsenWire, January 2012; **eMarketer, 2011 8
  9. 9. Aggressively Pragmatic Rapidly applied a “responsive-ish” design methodology Leveraged our common CMS and HTML5 to deliver against rapidly-deployed mobile templates (roughly two dozen). Focused on usability and speed of delivery Launched 20 mobile-optimized sites in less than six months that demonstrate important characteristics of responsive design, without having to wait for the rebuild of underlying architecture9
  10. 10. The Good News…It Worked Mobile pageviews grew by Mobile Traffic as a % of Pageviews more than 280% on a YOY June 2011-June 2012 basis Mobile visitors went from being something we didn’t even track to 27% of audience in the same timeframe Brands with an exceptional social following enjoyed a multiplier effect on content consumption, helping us validate our assumption that Mobile + Social was they keySource: Internal Omniture Reporting, Hearst Digital Media, June 2012 10
  11. 11. A Little Went a Long Way Rapid Growth Within the Device Category + Minor Attention to Mobile Design and UX + A Complimentary Social Effort ___________________________________ Most Impressive Audience Growth of the Year11
  12. 12. What’s Next at Hearst? Deployment of true responsive design to accommodate for ongoing proliferation of device sizes Continue to more deeply intertwine our social and mobile offerings Dynamic content display to take advantage of the personalization and localization features inherent to the mobile platform Deeper integration of ecommerce relationships into our mobile experience Support to bring advertising partners along to deliver the most compelling experiences that these devices can offer 12
  13. 13. Thoughts Beyond 2013 L2 issued its report card recently for digital media companies The weighting on mobile + social aspects of the overall IQ = 50% of the total score When we think about the opportunity to grow the most dynamic parts of our business, how does it stack against our allocation of resources and investment? 13
  14. 14. The Potential Trap Failure to adapt  Aggressive pivot in content and customer acquisition strategy required Delaying investment  By waiting to see if there is money to be made, companies will miss the opportunity to help determine the market Protecting the diminishing asset and failing to value the new engagement correctly  Bonusing unproductive mobile impressions, rather than seeking the most creative implementations14
  15. 15. The Required Collaboration Between Marketersand Publishers More conversations like the ones being had this week to address the requirements for different creative execution on mobile Increased efforts to deliver ad standards within the responsive design framework Understanding that the success metrics are going to be very different for mobile campaigns and establishing a new set of KPIs to jointly understand how we are collectively doing to influence these highly attentive consumers15
  16. 16. Thank You! Grant Whitmore gwhitmore@hearst.com17