1. Presented by: Raul Vielma Director of Digital The Palm Beach
Post [email protected] Shifting to Mobile September 20, 2011
RealSolutions.PalmBeachPost.com Bill Ganon GM Local Markets Verve
Wireless [email protected] Not sure of visual yet Not sure
of visual yet
2. What you can expect from this workshop The evolution of
media consumption The rapid adoption of mobile devices Mobile
Market Overview Mobilizing for Success Whats selling today? The
mobile Ad buy Pricing the Deal 2 2
3. Increase in media choices continues to evolve 3 In the
beginning there was only one vehicle to reach consumers Now there
are almost too many to count 3
4. 2011 not stopping media expansion 4 Widgets and Apps Average
number of apps downloaded to a smart phone 271 Mobile as an ad
platform Mass adoption of smart phones in the U.S. 70.4 million in
20101 Boom in tablet market 15.5 million units sold forecasted in
20112 Increase in social use and time spent Nearly 154 million UVs
on Facebook Dec. 20103 Tweeter and social media as ad vehicles
Augmented Reality Mass adoption of QR codes Social Coupons Source:
1Nielsen State of Media 2010; 2The State Of Consumers and
Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010
5. The Advertising Challenge "Half the money I spend on
advertising is wasted. Trouble is, I don't know which half." John
Wanamaker legendary Philadelphia retailer 5
6. What if we could change the dynamic? Interruptive
Non-personalized Mass audience One-way Impression / click metrics
ADVERTISING MARKETING Conversational Tailored / Relevant 1:1 2 way
relationship Engagement metrics 6
7. Local media will own mobile News and local info key mobile
web driver (Borrell Assoc.) 65% of mobile content consumed is local
Mobile news generate highest frequency of use Breaking News a
mobile killer app New media to generate 22% of local advertising
revenue by 2013 Trusted local brands Leading source of news and
information Local ad sales force 150,000 in US 80% of local content
providers believe that mobile will be their main distribution
channel within 3 years.09 (Center for Media Research Annual Study)
40% of local content providers believe that mobile may be
significant some day08 Sept. 7 Mobile Offers New Audiences
8. 8 Mobile Offers New Audiences
9. 9 Mobile Offers New Audiences
10. Mobile Offers New Audiences Dec. 1, 2010 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. As of
6/23/11: BIA Kelsey increased forecast to $2.8B! 10
11. Mobile Offers New Audiences Smartphones Outsell PCs By
SARAH PEREZ of ReadWriteWeb According 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. February 8, 2011 11
12. Smartphones Outsell Feature Phones 12
13. Mobile is Huge for Local Information Seekers 95% of
smartphone users have looked for local information 77% have
contacted a business after seeing an ad 44% actually purchased
something. Google Ipsos Think Insights 13
14. Fastest growing technology in modern times - Mary Meeker,
Sr. Internet Analyst, Morgan Stanley (Spring 10) Mobile Offers New
Audiences 14
15. Currently own a mobile phone: 1,271,100 Source: 2010
Scarborough Report, Release 2 15 Top 5 ways mobile phone users use
their phone: 1. Make local and long distance calls (75%) 2. Text
(49%) 3. E-mail (19%) 4. News/Traffic (15%) 5. Search (14%) 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%) College educated (57%) Have children (32%) Employed (54%)
Household income of $75,000 or more (41%)
16. Fact or Fiction: Only young people use smart phones. 24%
18% 25% 15% 0% 25% 50% Adults 45 to 54 Adults 35 to 44 Adults 25 to
34 Adults 18 to 24 Fact or Fiction: Smart phone users are just a
bunch of single guys looking to hook up. 3% 6% 30% 61% 0% 25% 50%
75% 100% Widowed Divorced/Legally Never married (single) Married
Male, 5 2% Female, 48% Total Palm Beach County Adults: 1,025,700
Source: 2010 Scarborough Report, Release 1 18% 82% 0% 50% 100%
Adults 55+ Adults 18 to 54 Fact or Fiction: Smart phone users
Source: 2010 Scarborough Report, Release 2 16
17. Fact or Fiction: Smart phone users make money. 40% 60% 0%
50% 100% Less than $75,000 $75,000 or more 7% 71% 49% 67% 0% 25%
50% 75% 100% Retired Employed Children under 18 College educated
Fact or Fiction: Smart phone users are educated. Total Smart Phone
Users: 541,600 Source: 2010 Scarborough Report, Release 2 20% 23%
17% 0% 25% 50% $150,000 or more $100,000 to $149,999 $75,000 to
$99,999 13% 14% 16% 22% 0% 25% 50% Service Management Professional
Sales & Office Fact or Fiction: Smart phone users Source: 2010
Scarborough Report, Release 2 17
18. Mobile 101 Smart phone: An advanced phone with an operating
system; runs apps, requires data plan. Feature phone: A low-end
phone for calling, text messaging or basic Web activities SMS
(Short Messaging Service)/MMS (Multimedia Messaging Service): Text
messages and picture/video messages. 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. Short codes: 4-6 digit
numbers often used to run advertising campaigns or subscription
services; The Posts shortcode is 72411 (PB411).
19. Mobilizing for Success 19
20. Shorter Loading Time 20 Mobilizing for Success Longer
Loading Time
21. a) Extend your online digital ad sale to the mobile device
21 Mobilizing for Success
22. Highest engagement apps in the industry Fastest download
speeds Full offline usage and reporting of offline activity
Optimized for revenue generation Publishing Solutions: Mobile Apps
22
23. Post Mobile Efforts 23 The 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 Posts
iPad launched in August! 23
24. Mobile Applications = More Engagement Mobile applications
drive 8 -10X page views v. mobile web Click through rates 4-5X
higher (ad stays anchored at bottom) 24
25. Web + Apps: Work Better Together Page Views UniqueUsers
High Low Low High Mobile Apps Mobile Web 25
26. Benefits of having a Mobile Strategy 1. Highly personal
media channel Look At vs. Listen To environment 2. Strengthen media
reach against younger demos 3. Clean, exclusive, Leaderboard on
page presence for advertiser message 4. Custom landing pages ensure
clarity of advertiser offer 5. Engagement tools offer unparalleled
connection options for users 6. Click through rates higher than
basic online: avg. btwn .30 -.50. Apps higher. 26
27. Local Publisher Accounts and Categories Verve Network Final
2010 Local Advertising by Categories #1 Auto Dealers #2 Real Estate
#3 Education #4 Banking #5 Entertainment #6 Retail #7
Restaurants/Groc #8 Home Services #9 Local Services #10 All
Other
33. Bank / Finance Tier Category Banner Ad Spend CPM CTR % 3
Sec. Natl. Bank Enid $1,350 $15 .52 3 Dover Philad Gthse Tms Rep
$1,500 $15 .74 2 FNCB Times Leader $2,625 $15 1.2 1 State Bank The
Telegraph $14,400 $15 .56 1 Jefferson Fin CU $5,400 $15 .46 1
National Penn $9,000 $15 .23 33
34. Events / Entertainment Tier Category Banner Ad Spend CPM
CTR % 2 Casino $7,500 $17.50 .27 2 Casino $500 $500 (R) $2,000 (R)
$15 .17 3 Jazz Festival $500 $30 .68 1 Boat Show $5,000 $20 .11 1
Rodeo $2,000 $16 .33 2 County Fair $1,250 $16.50 .32 34
39. Hospitals / Health Care Tier Category Banner Ad Spend CPM
CTR % 1 St. Lukes $3,168 $15 .12 2 Roper St. Francis Hospital
$2,000 $6,000 (R) $10 .13 2 Scott and White Clinics $40,000 SOV .16
1 Baylor College of Medicine $350 $25 .22 3 Gulf Coast Medical
Center $1,500 $15 .26 39
40. Home Services Tier Category / Goal Banner Ad Spend CPM CTR
% 2 Cable/Internet/Phone $9,000 $15 .51 1 Locksmith $12,000 $15 .18
1 Heating / AC $2,000 $20 .35 2 High Speed Internet $10,000 $15 .31
1 Pools / Spas $300 $15 . 67 40
42. The Audience The Offer The Results 42 The Verve Mobile
Value Proposition
43. Source: Mobile Marketer, Classic Guide to Mobile
Advertising 8/5/2008, Nielsen Mobile, IAB ALWAYS 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 2010 Currently 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) 43 The Verve Mobile Value Proposition
44. The Mobile Marketing Pizza 44 The Mobile Ad Buy
45. Advertisers get an exclusive, uncluttered environment (only
one ad banner per page). Closely associate your brand or service
with quality content. Where the bulk of your ad package value is
contained. Target by Daypart, Category, Device. The Mobile
Marketing Pizza The Crust: Mobile Banners Mobile Web Mobile App
45
46. The Mobile Marketing Pizza But Where Does the Mobile Click
Go? 46
47. Verve hosted web page with offer information. User clearly
sees more about the advertised offer. Enables advertiser to
continue the dialog with the user through various forms of
engagement. Click to Action The Mobile Marketing Pizza The Sauce:
The Landing Page 47
48. The Toppings: Click to Action Menu The Mobile Marketing
Pizza Make a direct phone call with one touch Click to Call Find a
retail store near current location Click to Map Emails easily sent
back to advertiser Click to Email 48
49. 49 Click to Call
50. 50 Click to Email
51. Denver Post NAPAAuto Parts 51 Click to Map
52. Deliver coupon or offers directly to customers SMS (Short
Message Service) 52
53. User taps the banner Banner converts to Panel - fills the
page Device responds accordingly User selects click to map or call
*NEW* The Stuffed Crust: Expandable Banners The Mobile Marketing
Pizza 53
54. DO DONT Best Practices / Techniques Keep your banner simply
worded with call to action rotate the creative ~ monthly Use
mobilized landing pages to give your users best possible experience
Match up your most desired user action with the mobile response
tool Consider developing a mobile application to give Rely on
traditional Internet banner techniques (animation, wordiness) Use
usual website for mobile device Settle for site visit Rely on
web-only communication 54
55. Bill Ganon, GM Local Markets Verve Wireless
[email protected] 760.479.0055 Questions? 55 Raul Vielma,
Director of Digital The Palm Beach Post [email protected]
561-820-4277