Digital dowload all mobile
- 1. Presented by:Raul VielmaDirector of DigitalThe Palm Beach Postrvielma@pbpost.comShifting to MobileNot sure of visual yetNot sure of visual yetBill GanonGM Local MarketsVerve Wirelessbill@vervewireless.com.comSeptember 20, 2011RealSolutions.PalmBeachPost.com
- 2. What you can expect from this workshopThe evolution of media consumptionThe rapid adoption of mobile devicesMobile Market OverviewMobilizing for SuccessWhat’s selling today?The mobile Ad buyPricing the Deal22
- 3. Increase in media choices continues to evolveIn the beginning there was only one vehicle to reach consumersNow there are almost too many to count33
- 4. 2011 not stopping media expansion…Augmented Reality2011+AdvertisingSocial CouponsMass adoption of QR codes4Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010
- 5. The Advertising Challenge"Half the money I spend on advertising is wasted. Trouble is, I don't know which half." John Wanamakerlegendary Philadelphia retailer5
- 6. What if we could change the dynamic?MARKETINGADVERTISING Conversational
- 7. Tailored / Relevant
- 8. 1:1
- 9. 2 way relationship
- 11. Interruptive
- 12. Non-personalized
- 13. Mass audience
- 14. One-way
- 15. Impression / click metrics6
- 16. Mobile Offers New AudiencesLocal media will own mobile Trusted local brands
- 17. Leading source of news and information
- 18. Local ad sales force – 150,000 in USNews and local info key mobile web driver (Borrell Assoc.)65% of mobile content consumed is local
- 19. Mobile news generate highest frequency of use
- 20. Breaking News – a mobile killer app
- 21. New media to generate 22% of local advertising revenue by 2013 (Center for Media Research Annual Study)Sept. “40% of local content providers believe that mobile may be significant some day”‘08“80% of local content providers believe that mobile will be their main distribution channel within 3 years.”‘097
- 22. Mobile Offers New Audiences8
- 23. Mobile Offers New Audiences9
- 24. Mobile Offers New AudiencesDec. 1, 2010 As of 6/23/11: BIA Kelsey increased forecast to $2.8B!“A majority of the growth mobile ads will experience over the next few years will come from an area all of the web is turning to: local. BIA/Kelsey is calling for U.S. mobile local ad dollars to rise from $213 million in ‘09 to $2.03 billion in 2014 (57 percent CAGR). For the past year, local was just getting started, as it represented only 44 percent of total U.S. mobile ad revenues last year. But by 2014, it will have a 69 percent share of the mobile ad market.”10
- 25. Mobile Offers New AudiencesFebruary 8, 2011Smartphones Outsell PCsBy SARAH PEREZ of ReadWriteWebAccording to IDC, smartphone manufacturers shipped 100.9 million devices in the fourth quarter of 2010, while PC manufacturers shipped 92.1 million units worldwide. Or, more simply put, smartphones just outsold PCs for the first time ever.11
- 26. Smartphones Outsell Feature Phones12
- 27. Mobile is Huge for Local Information Seekers95% of smartphone users have looked for local information
- 28. 77% have contacted a business after seeing an ad
- 29. 44% actually purchased something.Google Ipsos – Think Insights” 13
- 30. Mobile Offers New Audiences“Fastest growing technology in modern times” - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10)14
- 31. More than 1,271,100 mobile phone users in our market.Some of the demographic characteristics of mobile phone users are:Adults 18 to 44 (41%)
- 34. Employed (54%)
- 35. Household income of $75,000 or more (41%)Top 5 ways mobile phone users use their phone:Make local and long distance calls (75%)Text (49%) E-mail (19%)News/Traffic (15%) Search (14%)15Currently own a mobile phone: 1,271,100Source: 2010 Scarborough Report, Release 2
- 36. Fact or Fiction: Smart phone users FICTION!Fact or Fiction: Only young people use smart phones.Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up.FICTION!16Total Palm Beach County Adults: 1,025,700Source: 2010 Scarborough Report, Release 1 Source: 2010 Scarborough Report, Release 2
- 37. Fact or Fiction: Smart phone users FACT!Fact or Fiction: Smart phone users make money. FACT!Fact or Fiction: Smart phone users are educated. 17Total Smart Phone Users: 541,600Source: 2010 Scarborough Report, Release 2 Source: 2010 Scarborough Report, Release 2
- 38. Mobile 101Smart phone: An advanced phone with an operating system; runs apps, requires data plan.
- 39. Feature phone: A low-end phone for calling, text messaging or basic Web activities
- 40. SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”
- 41. Native apps vs. web apps: Native apps are downloaded/stored on the device; web apps live on the Web and are viewed via the Internet.
- 42. Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is 72411 (PB411).Mobilizing for Success19
- 43. Mobilizing for SuccessLonger Loading TimeShorter Loading Time20
- 44. Mobilizing for Successa) Extend your online digital ad sale to the mobile device21
- 45. Publishing Solutions: Mobile Apps Highest engagement apps in the industry
- 46. Fastest download speeds
- 47. Full offline usage and reporting of offline activity
- 48. Optimized for revenue generation22
- 49. Post Mobile EffortsThe Palm Beach Post mobile site (m.palmbeachpost.com) receives more than 1 million page views each month.The Post iPhone app has been downloaded more than 20,0000 times. Receiving more than 200,000 page views a week.The Post’s iPadlaunched in August!2323
- 50. Mobile Applications = More Engagement Mobile applications drive 8 -10X page views v. mobile web
- 51. Click through rates 4-5X higher (ad stays anchored at bottom)24
- 52. Web + Apps: Work Better TogetherHigh MobileWeb Page ViewsHigh Low Unique UsersMobileAppsLow 25
- 53. Benefits of having a Mobile StrategyHighly personal media channel – “Look At”vs. “Listen To” environmentStrengthen media reach against younger demosClean, exclusive, “Leaderboard” on page presence for advertiser messageCustom landing pages ensure clarity of advertiser offerEngagement tools offer unparalleled connection options for usersClick through rates higher than basic online: avg. btwn .30 -.50. Apps higher.26
- 54. Local Publisher Accounts and Categories
- 55. Automotive28
- 56. Real Estate29
- 57. Education30
- 58. Bank / Finance31
- 59. Bank / Finance32
- 60. Bank / Finance33
- 62. Retail35
- 63. Recruitment36
- 65. Grocery38
- 66. Hospitals / Health Care39
- 67. Home Services40
- 68. Local Services41
- 69. The Verve Mobile Value Proposition1The Audience2TheOffer3TheResults42
- 70. 1The Verve Mobile Value PropositionALWAYS “ON”:A typical mobile phone user carries his/her phone for an average of 14 hours a day.ENGAGED:US mobile subscribers sent and received on average 480 text messages per month in Q1 2010Currently 100 million active mobile Web users in the US.YOUNG:Majority of mobile internet usage are 25 – 44 year olds – Helps fill in the valuable younger age group for the media property (as age rises for traditional paper or broadcast property) 43Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB
- 71. 2The Mobile Ad Buy“The Mobile Marketing Pizza”44
- 72. The Mobile Marketing PizzaThe Crust: Mobile Banners Advertisers get an exclusive, uncluttered environment (only one ad banner per page).
- 73. Closely associate your brand or service with quality content.
- 74. Where the bulk of your ad package value is contained.
- 75. Target by Daypart, Category, Device.Mobile WebMobile App45
- 76. The Mobile Marketing PizzaBut Where Does the Mobile Click Go?46
- 77. The Mobile Marketing PizzaThe Sauce: The Landing Page Verve hosted web page with offer information.
- 78. User clearly sees more about the advertised offer.
- 79. Enables advertiser to continue the dialog with the user through various forms of engagement.
- 81. The Mobile Marketing PizzaThe Toppings: Click to Action MenuClick to EmailClick to MapClick to CallEmails easily sent back to advertiserMake a direct phone call with one touchFind a retail store near current location48
- 82. Click to Call49
- 83. Click to Email50
- 84. Click to MapDenver Post – NAPA Auto Parts51
- 85. “Deliver coupon or offers directly to customers” SMS (Short Message Service)52
- 86. The Mobile Marketing Pizza*NEW* The “Stuffed Crust”: Expandable Banners Banner converts to “Panel” - fills the pageDevice responds accordinglyUser selects click to map or callUser taps the banner53
- 87. Best Practices / TechniquesDON’TDO✔ Keep your banner simply worded with call to action – rotate the creative ~ monthly✘ Rely on traditional Internet banner techniques (animation, wordiness)✘ Use usual website for mobile device✔ Use mobilized landing pages to give your users best possible experience ✘ Settle for site visit✔ Match up your most desired user action with the mobile response tool✔ Consider developing a mobile application to give ✘ Rely on web-only communication54
- 88. Questions?Bill Ganon, GM Local MarketsVerve Wirelessbill@vervewireless.com760.479.0055Raul Vielma, Director of DigitalThe Palm Beach Postrvielma@pbpost.com 561-820-427755
Editor's Notes
- #23: Need new screen shots here with our new iphone and Android apps. Again, diverse group on pubs would be good (and our apps – I think these are AP white label). Add these bullet points on key features:- Highest engagement apps in the industry- Fastest download speeds - Full offline usage and reporting of offline activity- Optimized for revenue generation