Monetising digital audiences           Keith AhernCEO Oomph, a division of Mogeneration           @oomphhq @keithahern    ...
Overview   • Trends in tablet devices   • Options for commercialisation   • Achieving Scale@oomphHQOomphHQ.com
Simply Smart Tablet Publishing         OomphHQ.com
#1 Magazine & #1 National Newspaper        Powered by Oomph
Tablet apps can bring together the best designfeatures of TV and print, the rich interactivity ofdigital and the personali...
We are entering a new      world whereBrands = Publishers = Developers
Trends in tablet devices@oomphHQOomphHQ.com
Trends in tablet devices   •NOW    • Device: Apple iPad = 98% market AU   •12 Months    • Devices:     • Apple iPad 65+% o...
Trends in tablet devices   • Android Tablets != Android Mobiles   • People need phones every 18-24   months...phones need ...
Trends in tablet devices• NOW                                                   3•   Apple iPad Size: 9.7”, 1024x768, 4:3 ...
Web like vs. Magazine like•   “The web is ugly” - every print designer on the planet•   “I love flipboard” - most iPad user...
Options for Commercialisation@oomphHQOomphHQ.com
Options for Commercialisation@oomphHQOomphHQ.com
Options for Commercialisation  • If your aim is to make money, start with iPad and/or the web.  • Print replicas, especial...
US Top Grossing apps         Reference, Books, Lifestyle@oomphHQOomphHQ.com
AU Top Grossing appsReference, Books, Lifestyle
Growth in Tablet publishing verticalspre-2010     2010       2011        2012+              iPad      iPad2Technical   Con...
Options for Commercialisation  •Paid app    • standalone@oomphHQOomphHQ.com
Options for Commercialisation  •Paid app    • standalone    • in app purchasing      •once off      IAP = freemium@oomphHQ...
Options for Commercialisation  •Paid app    • standalone    • in app purchasing      •once off      •auto renew@oomphHQOom...
Options for Commercialisation  •Paid app    • standalone    • in app purchasing      •once off      •auto renew      •news...
Options for Commercialisation  •Paid app    • standalone    • in app purchasing (iOS - similar methods in Android)      •o...
Options for Commercialisation  •Paid app    • standalone    • in app purchasing (iOS - similar methods in Android)      •o...
Options for Commercialisation  •Paid app    • standalone    • in app purchasing (iOS - similar methods in Android)      •o...
Options for Commercialisation  •Paid app    • standalone    • in app purchasing (iOS - similar methods in Android)      •o...
Achieving Scale  • Replicas are scalable but as mentioned before, not a big  growth area  • Use a platform, don’t build cu...
Monetising digital audiences           Keith AhernCEO Oomph, a division of Mogeneration   info@oomphHQ.com      oomphHQ.com
Monetising Digital Audiences by Keith Ahern CEO Oomphahern
Monetising Digital Audiences by Keith Ahern CEO Oomphahern
Monetising Digital Audiences by Keith Ahern CEO Oomphahern
Monetising Digital Audiences by Keith Ahern CEO Oomphahern
Monetising Digital Audiences by Keith Ahern CEO Oomphahern
Monetising Digital Audiences by Keith Ahern CEO Oomphahern
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Monetising Digital Audiences by Keith Ahern CEO Oomphahern

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Keith Ahern, CEO of Oomph gave a keynote speech at the Future of Digital Publishing Event in Melbourne, Australia Sept 2011. Including international case studies and different commercialisation techniques used.

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Monetising Digital Audiences by Keith Ahern CEO Oomphahern

  1. 1. Monetising digital audiences Keith AhernCEO Oomph, a division of Mogeneration @oomphhq @keithahern oomphhq.com
  2. 2. Overview • Trends in tablet devices • Options for commercialisation • Achieving Scale@oomphHQOomphHQ.com
  3. 3. Simply Smart Tablet Publishing OomphHQ.com
  4. 4. #1 Magazine & #1 National Newspaper Powered by Oomph
  5. 5. Tablet apps can bring together the best designfeatures of TV and print, the rich interactivity ofdigital and the personalisation of touch – all in a trackable medium.
  6. 6. We are entering a new world whereBrands = Publishers = Developers
  7. 7. Trends in tablet devices@oomphHQOomphHQ.com
  8. 8. Trends in tablet devices •NOW • Device: Apple iPad = 98% market AU •12 Months • Devices: • Apple iPad 65+% of market • Android (and variations) 25% • Remainder: Windows 8 / Playbook Source: PwC, Telsyte, Tabletwars@oomphHQOomphHQ.com
  9. 9. Trends in tablet devices • Android Tablets != Android Mobiles • People need phones every 18-24 months...phones need carriers...carriers don’t really like Apple...carriers push Android phones to consumers. • People don’t need tablets...tablets don’t need carriers...no hard push...consumer chooses best product for price... Apple iPad.@oomphHQOomphHQ.com
  10. 10. Trends in tablet devices• NOW 3• Apple iPad Size: 9.7”, 1024x768, 4:3 132 ppi• Android • 7”, 1024x600, ~16:9, 170 ppi 4 • 10.1”, 1280x800, ~16.9, 149 ppi• 12 Months• Apple iPad 9.7” - 2048x1536, 4:3, 264 ppi• Android: ??? Windows: 8??? (landscape) 9 16@oomphHQOomphHQ.com
  11. 11. Web like vs. Magazine like• “The web is ugly” - every print designer on the planet• “I love flipboard” - most iPad users on the planet• “Gourmet Traveller is the #3 best iPad magazine in the world” - FIPP• Magazine like:• Better ad placement, full screen ads (remember there is deeper engagement on tablets - more likely to interact with ads and spend a long time in apps)• More white space - more pleasant reading experience• Less templated, when you flip a page you can capture the readers attention with strong design - adds value to your offering
  12. 12. Options for Commercialisation@oomphHQOomphHQ.com
  13. 13. Options for Commercialisation@oomphHQOomphHQ.com
  14. 14. Options for Commercialisation • If your aim is to make money, start with iPad and/or the web. • Print replicas, especially in the consumer space, have a limited appeal, they are not optimised tablet experiences. Don’t look for big dollars here. Less important for corporate comms. • Apps vs. HTML5 - its not one or the other. You can use HTML5 for content inside an App. You need apps for the app store presence, push messages, offline, responsive UI etc. QUESTION - if the web is so great how come app stores exist?@oomphHQOomphHQ.com
  15. 15. US Top Grossing apps Reference, Books, Lifestyle@oomphHQOomphHQ.com
  16. 16. AU Top Grossing appsReference, Books, Lifestyle
  17. 17. Growth in Tablet publishing verticalspre-2010 2010 2011 2012+ iPad iPad2Technical Consumer manuals Education B2B Corporate Comms Pharma/Healthcare Field Sales/Support
  18. 18. Options for Commercialisation •Paid app • standalone@oomphHQOomphHQ.com
  19. 19. Options for Commercialisation •Paid app • standalone • in app purchasing •once off IAP = freemium@oomphHQOomphHQ.com
  20. 20. Options for Commercialisation •Paid app • standalone • in app purchasing •once off •auto renew@oomphHQOomphHQ.com
  21. 21. Options for Commercialisation •Paid app • standalone • in app purchasing •once off •auto renew •newsstand •iOS Newsstand = automatic downloads of your subscribed magazines and newspapers. Coming ‘Fall’ 2011@oomphHQOomphHQ.com
  22. 22. Options for Commercialisation •Paid app • standalone • in app purchasing (iOS - similar methods in Android) •once off •auto renew •newsstand •Free App • sponsorship - DEMO Ralph Lauren@oomphHQOomphHQ.com
  23. 23. Options for Commercialisation •Paid app • standalone • in app purchasing (iOS - similar methods in Android) •once off •auto renew •newsstand •Free App • sponsorship • advertising - demo Fitness First Renault Ad • 60% of viewed full screen iPad Ads have an engagement time of 5-10 seconds • 40% of viewed full screen iPad Ads have an engagement time of 10 seconds or more.@oomphHQOomphHQ.com
  24. 24. Options for Commercialisation •Paid app • standalone • in app purchasing (iOS - similar methods in Android) •once off •auto renew •newsstand •Free App • sponsorship • advertising •Ecommerce - full size websites mostly work ok on tablets, become an affiliate to earn on tap throughs. With 2 tablets in every AU household by 2015 - this is a huge opportunity@oomphHQOomphHQ.com
  25. 25. Options for Commercialisation •Paid app • standalone • in app purchasing (iOS - similar methods in Android) •once off •auto renew •newsstand •Free App • sponsorship • advertising •Ecommerce - full size websites mostly work ok on tablets, become an affiliate to earn on tap throughs. With 2 tablets in every AU household by 2015 - this is a huge opportunity •Reduced print run can subsidise tablet version@oomphHQOomphHQ.com
  26. 26. Achieving Scale • Replicas are scalable but as mentioned before, not a big growth area • Use a platform, don’t build custom apps where possible • Workflow improvements • Use of styles • Templates • CMS integration (automation) • Better page design tools • If working with a print edition, develop in parallel not one after the other - or at least plan them together • Outsource production@oomphHQOomphHQ.com
  27. 27. Monetising digital audiences Keith AhernCEO Oomph, a division of Mogeneration info@oomphHQ.com oomphHQ.com

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