Monetising Digital Audiences by Keith Ahern CEO Oomphahern

Monetising digital audiences

@oomphhq @keithahernoomphhq.com

Keith AhernCEO Oomph, a division of Mogeneration

Overview

• Trends in tablet devices • Options for commercialisation • Achieving Scale

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Simply Smart Tablet Publishing

OomphHQ.com

#1 Magazine & #1 National Newspaper Powered by Oomph

Tablet apps can bring together the best design features of TV and print, the rich interactivity of

digital and the personalisation of touch – all in a trackable medium.

We are entering a new world where

Brands = Publishers = Developers

Trends in tablet devices

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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

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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.

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Trends in tablet devices• NOW

• Apple iPad Size: 9.7”, 1024x768, 4:3 132 ppi

• Android

• 7”, 1024x600, ~16:9, 170 ppi

• 10.1”, 1280x800, ~16.9, 149 ppi

• 12 Months

• Apple iPad 9.7” - 2048x1536, 4:3, 264 ppi

• Android: ??? Windows: 8??? (landscape)

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4

3

16

16

9

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

Options for Commercialisation

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Options for Commercialisation

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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?

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US Top Grossing appsReference, Books, Lifestyle

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AU Top Grossing appsReference, Books, Lifestyle

Growth in Tablet publishing verticals

pre-2010 2010 2011 2012+

ConsumerTechnicalmanuals Education

Corporate Comms

Field Sales/Support

Pharma/Healthcare

iPad iPad2

B2B

Options for Commercialisation•Paid app

• standalone

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Options for Commercialisation•Paid app

• standalone • in app purchasing

•once off

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IAP = freemium

Options for Commercialisation•Paid app

• standalone • in app purchasing

•once off •auto renew

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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

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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

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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.

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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

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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

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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

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Monetising digital audiences

info@oomphHQ.comoomphHQ.com

Keith AhernCEO Oomph, a division of Mogeneration