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- 1. Presented by:Raul VielmaDirectorof DigitalThe Palm Beach [email protected] to MobileBill GanonGM Local MarketsVerve [email protected] 20, 2011RealSolutions.PalmBeachPost.com
- 2. What you canexpect from this workshopThe evolution of media consumptionThe rapid adoption of mobile devicesMobile Market OverviewMobilizing for SuccessClients taking advantage of these opportunities The mobile value propositionMobile best practices 22
- 3. Increase in mediachoices continues to evolveIn the beginning there was only one vehicle to reach consumersNow there are almost too many to count33
- 4. 2011 not stoppingmedia 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"Halfthe money I spend on advertising is wasted. Trouble is, I don't know which half." John Wanamakerlegendary Philadelphia retailer5
- 6. What if wecould change the dynamic?MARKETINGADVERTISING Conversational
- 7. Tailored /Relevant
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- 9. 2 wayrelationship
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- 15. Impression /click metrics6
- 16. Mobile Offers NewAudiencesLocal media will own mobile Trusted local brands
- 17. Leading sourceof news and information
- 18. Local adsales force – 150,000 in USNews and local info key mobile web driver (Borrell Assoc.)65% of mobile content consumed is local
- 19. Mobile news generatehighest frequency of use
- 20. Breaking News –a mobile killer app
- 21. New media togenerate 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 NewAudiences8
- 23. Mobile Offers NewAudiences9
- 24. Mobile Offers NewAudiencesDec. 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 NewAudiencesFebruary 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 FeaturePhones12
- 27. 13Tablet Sales overtakePC Sales
- 28. Mobile is Hugefor Local Information Seekers95% of smartphone users have looked for local information
- 29. 77% have contacteda business after seeing an ad
- 30. 44% actually purchasedsomething.Google Ipsos – Think Insights” 14
- 31. 15Tablet Use: Games,Information and EmailsSource: AdMob by Google Tablet Survey March 2011
- 32. Mobile Offers NewAudiences“Fastest growing technology in modern times” - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10)16
- 33. More than 1,271,100mobile phone users in our market.Some of the demographic characteristics of mobile phone users are:Adults 18 to 44 (41%)
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- 37. 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%)17Currently own a mobile phone: 1,271,100Source: 2010 Scarborough Report, Release 2
- 38. Fact or Fiction:Smartphone users FICTION!Fact or Fiction: Only young people use smartphones.Fact or Fiction: Smartphone users are just a bunch of single guys looking to hook up.FICTION!18Total Palm Beach County Adults: 1,025,700Source: 2010 Scarborough Report, Release 1 Source: 2010 Scarborough Report, Release 2
- 39. Fact or Fiction:Smartphone users FACT!Fact or Fiction: Smartphone users make money. FACT!Fact or Fiction: Smartphone users are educated. 19Total Smart Phone Users: 541,600Source: 2010 Scarborough Report, Release 2 Source: 2010 Scarborough Report, Release 2
- 40. Mobile 101Smartphone: Anadvanced phone with an operating system; runs apps, requires data plan.
- 41. Feature phone: Alow-end phone for calling, text messaging or basic Web activities
- 42. SMS (Short MessagingService)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”
- 43. Native appsvs. web apps: Native apps are downloaded/stored on the device; web apps live on the Web and are viewed via the Internet.
- 44. Short codes:4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is 72411 (PB411).Mobilizing for Success21
- 45. Mobilizing for SuccessLongerLoading TimeShorter Loading Time
- 46. Publishing Solutions: MobileApps Highest engagement apps in the industry
- 47. Fastest downloadspeeds
- 48. Full offlineusage and reporting of offline activity
- 49. Optimized forrevenue generation23
- 50. Post Mobile EffortsMobile applications drive 8 -10X page views v. mobile web
- 51. Click throughrates 4-5X higher (ad stays anchored at bottom)2424
- 52. Web + Apps: Work Better TogetherHigh MobileWeb Page ViewsHigh Low Unique UsersMobileAppsLow 25
- 53. Avoid “Ready, Shoot, Aim!” approachMobile Sites ApplicationsAdvertisingHow does my customer benefit?Should I advertise on mobile??Do I Need Mobile Web and Apps?Who’s going to manage all this?TabletsApplicationsReportingMessagingVideo Photos26
- 54. 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.27
- 55. LocalPublisher Accounts and Categories
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- 67. Hospitals / HealthCare40
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- 70. The Mobile ValueProposition1The Audience2TheOffer3TheResults43
- 71. 1The Mobile ValuePropositionALWAYS “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) 44Source: Mobile Marketer, Classic Guide to Mobile Advertising 8/5/2008, Nielsen Mobile, IAB
- 72. 2The Mobile AdBuy“The Mobile Marketing Pizza”45
- 73. The Mobile MarketingPizzaThe Crust: Mobile Banners Advertisers get an exclusive, uncluttered environment (only one ad banner per page).
- 74. Closely associateyour brand or service with quality content.
- 75. Where thebulk of your ad package value is contained.
- 76. Target by Daypart,Category, Device.Mobile WebMobile App46
- 77. The Mobile MarketingPizzaBut Where Does the Mobile Click Go?47
- 78. The Mobile MarketingPizzaThe Sauce: The Landing Page Verve hosted web page with offer information.
- 79. User clearly seesmore about the advertised offer.
- 80. Enables advertiserto continue the dialog with the user through various forms of engagement.
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- 82. The Mobile MarketingPizzaThe 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 location49
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- 85. Click to MapDenverPost – NAPA Auto Parts52
- 86. “Deliver coupon oroffers directly to customers” SMS (Short Message Service)53
- 87. The Mobile MarketingPizza*NEW* The “Stuffed Crust”: Expandable Banners Banner converts to “Panel” - fills the pageDevice responds accordinglyUser selects click to map or callUser taps the banner54
- 88. Rich Media Reporting/ Monitoring 55
- 89. 56Best Practices/TechniquesDON’TDO✔ Considerdeveloping a mobile application to offer new mobile functionality✘ Rely on web-only communication✔ Match up your most desired user action with the mobile response tool✘ Settle for site visit✘ Use usual website for mobile device✔ Use mobilized landing pages to give your users best possible experience ✘ Rely on traditional Internet banner techniques (animation, wordiness)✔ Keep your banner simply worded with call to action – rotate the creative ~ monthly
- 90. Questions?Bill Ganon, GMLocal MarketsVerve [email protected] Vielma, Director of Digital SalesThe Palm Beach [email protected] 561-820-427757
Editor's Notes
- #24 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