Mobile And The Media 5 Ways To Succeed In 2016

Mobile And The Media
5 Ways To Succeed In 2016
Tom Farrell - VP Marketing
Barry Nolan - VP Strategy (@barryno)
sales@swrve.com
swrve.com

2
The Changing Media Landscape

The future in media in three charts
Mobile is universal
4 billion users
source: A16Z
Marketing tech is PC based

The future in marketplaces in three charts
Mobile is universal
4 bn users
Digital time spent
Mobile = 62% of time
Mobile
62%
Desktop
38%
source: Comscoresource: A16Z

The future in marketplaces in three charts
Mobile is universal
4 bn users
Digital time spent
Mobile = 62% of time
Mobile Apps v’s Mobile Web
Apps = engagement, retention, conversion
Mobile
62%
Desktop
38%
0
55
110
165
220
Mobile App Mobile Web
source: Comscore source: Comscoresource: A16Z
Minutes
per user

6
Desktop minutes are not declining
Comscore: Insights Into Today's Digital Consumer

7
All the growth is in mobile apps
Mobile is now 2 out of every 3 minutes
Comscore: Insights Into Today's Digital Consumer

8
0
5
10
15
20
Facebook Skype Whatsapp Snapchat Instagram Spotify Twitter Pinterest Uber
Mobile delivers large, engaged audiences
Hours per month, UK
Source: comScore Mobile Metrix, Age 18+, UK, June 2015
Hourspermonth

9
Know the difference
between mobile-web and mobile-app users
It is vital to your business model

8.9
3.3
Monthly Unique Visitors (M)
DISCOVERY
mobile web is best for
building audiences
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-2015-US-Mobile-App-Report 10
TOP 1,000 MOBILE APP v’s TOP MOBILE WEB PROPERTIES

8.9
3.3
Monthly Unique Visitors (M)
DISCOVERY
mobile web is best for
building audiences
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-2015-US-Mobile-App-Report 11
10.9
201.8
Average Monthly Minutes per Visitor (M)
ENGAGEMENT
But users spend
20X time in apps.
TOP 1,000 MOBILE APP v’s TOP MOBILE WEB PROPERTIES

12
POWER USERS
Make a
large amount of money
from a small group of people
Subscription

13
POWER USERS
Make a
large amount of money
from a small group of people
Subscription
CASUAL USERS
Make a
small amount of money
from a large group of people
Advertising Model

14
• 25% of its iPhone app’s monthly users are
subscribers 
• 3X more pages consumed on apps than
through browsers. 
• While 30× more NYTs unique visitors access
the Times through the mobile web, it’s the
app subscribers who disproportionately
engage.

16
Digital advertising is the
largest revenue source.
People pay for access.
Normally leaky firewalls
Affiliate revenue and
sponsored posts
Advertising Subscription Affiliate
Conversion JourneysSessions, rates, clicks User knowledge
Three Models - Three Different Success Factors

17
Other Aﬃliate
6%
Subscrip=ons
55% Adver=sing
39%
• 1m pay; 59m don’t - 1.7% conversion
rate.
• 12% of NYT digital sub readers deliver
90% of total digital revenue.  
• More paying subs now that at any
point in their history.

18
PaywallSubscriptions Advertising
Getting the paywall balance is key.
Paywalls (essential to drive subs) by definition impact advertising (# impressions).

19
Business Model - Advertising
Sessions, rates, clicks

20
mobile will account for 72% of U.S. digital ad spend by 2019
Google, eMarketer
Source: Google DoubleClick, February to April 2014 
Click-through rates across static image, flash and rich media formats

21
© comScore, Inc. Proprietary. 19
Whither the Click?
Only 1 to 3 clicks per one thousand impressions!
Today, very few people click on ads ….
Source: Google DoubleClick, February to April 2014
0.14% 0.15% 0.32% 0.16% 0.15%
19© comScore, Inc. Proprietary.
Whither the click
2 clicks per 1,000 impressions
Source: Google DoubleClick, February to April 2014 

Before After
Millennials ad
blocking has been
tracked at >70%
AD BLOCKING

23
As mobile-only Facebook
users grow, Facebook rolled
out native ads
High-performance advertising

24
Business Models - Subscriptions
Conversion Journeys

25
Your app is here.
25%
of apps used
precisely once
117
apps on a typical
iOS device
77%
of users churn
within days
2%
of users convert
into paying customers

26
• Only 6%-11% of readers
will pay for online news. 
• Average spend is
approximately $10 per
month. 
• A large majority will never
pay for news.
Monetising media is hard.

27
The 30% is not the problem
Conversion is.
• App Store purchases have
the least friction and best
conversion.
• A one-month free trial,
auto-renewing sub,
converts best. 
• Then work to build the
relationship with the user

28
App Stores give people a familiar
and simple way to purchase

29
One touch always beats
six pages of account and
credit card entry.

NYTimes: countdown, clear buy button

NYTimes: buy via app-store, free trial

WSJ: free trial, auto-renew, using Google payments = zero friction

The Economist: promote registration, impulse purchase (fast path)

34
A/B
test diﬀerent
conversion messages
(e.g Free Trial or Subs Benefits?)
& trigger moments
(e.g after 3rd article read)

35
Permissions (notifications)
Register with email (get 1 month free?)
Convert = Purchase 1 time: 1 month, 1 day, crossword
Subscribe: app, app+digitial, print+app+digital
Future goals: upsell editions, affiliate marketing etc.
Goal 1
Goal 2
Goal 3
Goal 4
Futures
Progressive Engagement and Conversion Journeys

36
Create a personalised onboarding schedule to
activate first-time customers
ONBOARDING
>90% of new users will abandon
your app in days

Track each users behaviour,
and segment based on their
actions (or inaction).
Real-time is critical as ‘in-the-
moment’ interactions are
often the most valuable.
Lifecycle marketing

Onboard
& convert
each new user
Nurture
& deepen
usage
Engage  
and grow
relationships
Retain  
& re-engage
lapsing users
Focus around four jobs

WSJ: simple tutorial, pitch free trial immediately

40
Mac Life
Grew conversions by 49% via
on boarding messaging

The Times: sell “experience” of being a member

First impression on app openONBOARD
Today
Firm Paywall

Create different onboarding experiences on the flyONBOARD
Variant BVariant A
Video tour
Call-to-action

Create a full tourONBOARD
Variant B
Explain the value push permissions
Subscribe
call-to-action

Test multiple variants - pick the best.ONBOARD
Variant BVariant A
! Duplicate*this*campaign
Last%week Last%month Since*start
ENGAGEMENT METRICS
Campaign*Report Message*Details
A7er*seeing A7er*clicking
320
Impressions
105
Clicks
32.8%
Click-through Rate
240
Users
0
0
0
No*Account/In<App*Message
(80*users***40*clicked)
0
0
0
C
O
20.0%
20/100
45.0%
45/100
No*Account*Create
A
Account*Create
O
0
0
0
O
B
40.0%
40/100
Subsequent Time in App
after seeing
Subsequent Number of Sessions
after seeing
2.64
sessions/user
3.91
sessions/user
3.18
sessions/user
4.80
minutes/user
3.80
minutes/user
4.10
minutes/user
Click-through Rate
clicks/impressions
0
0
0
No*Account/In<App*Message
0
0
0
C
O
5.00
$/user
25.00
$/user
No*Account*Create
A
Account*Create
O
0
0
0
O
B
1.00
$/user
Shares
after seeing
Premium Subscription
after seeing
0.01
per*user
0.3
per*user
0.02
per*user
5.2
per*user
2.27
per*user
3.14
per*user
Revenue
after seeing
Variant C

Automated
Lifecycle
Messaging Day 1 2 3 4 5 6 7 8 9
See every
premiership goal
as it happens.
Lets get you
set up
Three months
subscription for
the price of one
In the days after first app open:
speak with each new user who has yet to subscribe

Optimal:
Swrve picks the best time to reach each
user the day after install.
Contextual:
Message only each new user yet to subscribe.
`````````
Day +1 “Lets get you set up”ONBOARD

49
Optimize user experiences and personalised
messaging
ENGAGMENT
The best engagement messages are
ones that add value to the customer.

Variant 2Variant 1
What UX drives session length?
Test whether displaying Expansive or
Condensed articles increases session
length and total minutes.
A/B Test

What impact does different ad inventory 
& loads have on engagement?
What impact does diﬀerent advertising
inventory have on user engagement, session
length, and retention?

Variant 2Variant 1
What is the best way to drive sharing?
Use share sheets?
Or share buttons?

Engage around personal interests
Readers who use push notifications
are more engaged.

Target: User
has read 5
articles by this
writer.

Target: User
has read 5
articles by this
writer.
Push Message:
Alerts the user
whenever the writer
posts.

Promote features that increase engagement
Target: Users who have not
saved articles for offline reading
Trigger In-app message
After user has read an article
In-app message
to ‘nudge’ users to
use offline reading

Many types of push
Quick Push
Broadcast to millions,
in an instant
Can the newsroom
use it?

A range of push options to optimize engagement
Fast Push
in an instant
Transactional Push
In-house systems message
a user directly.
ENGAGED

A range of push options to optimize engagement
Fast Push
in an instant
Transactional Push Personal Push
In-house systems message
directly with a segment.
A campaign of one.
ENGAGED

60
• Media = mobile.
• Know the difference between mobile-web and mobile-apps.
• Ad or Subscription models have very different marketing
challenges.
• Onboarding - the first days of use are critical to long-term use.
• Build engagement strategies that serve users’ needs

Mobile And The Media 5 Ways To Succeed In 2016

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