Digital dowload all mobile

Presented by:Raul VielmaDirector of DigitalThe Palm Beach [email protected]

Shifting to Mobile

September 20, 2011RealSolutions.PalmBeachPost.com

Bill GanonGM Local MarketsVerve [email protected]

Not sure of visual yet Not sure of visual yet

What you can expect from this workshop

The evolution of media consumption The rapid adoption of mobile devices Mobile Market Overview Mobilizing for Success What’s selling today? The mobile Ad buy Pricing the Deal

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Increase in media choices continues to evolve

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In the beginning there was only one vehicle to reach consumers

Now there are almost too many to count

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2011 not stopping media expansion…

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Widgets and AppsAverage 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

ADVERTISING 2011+

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

http://www.youtube.com/watch?v=ReH9dmqfOqA&feature=related

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

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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

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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 day”‘08

Sept.

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Mobile Offers New Audiences

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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!

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Smartphones Outsell PCsBy 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

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Smartphones Outsell Feature Phones

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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”

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“Fastest growing technology in modern times” - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10)


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Currently own a mobile phone: 1,271,100Source: 2010 Scarborough Report, Release 2

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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%)

Fact or Fiction: Only young people use smart phones. FICTION!

Adults 45 to 54

Adults 35 to 44

Adults 25 to 34

Adults 18 to 24

0% 25% 50%

24%

18%

25%

15%

Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up. FICTION!

Widowed

Divorced/Legally separated

Never married (single)

Married

0% 25% 50% 75% 100%

3%

6%

30%

61%

Male, 52%

Female, 48%

Total Palm Beach County Adults: 1,025,700Source: 2010 Scarborough Report, Release 1

Adults 55+

Adults 18 to 54

0% 50% 100%

18%

82%

Fact or Fiction: Smart phone users

Source: 2010 Scarborough Report, Release 2

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Fact or Fiction: Smart phone users make money. FACT!

Less than $75,000

$75,000 or more

0% 50% 100%

40%

60%

Retired

College educated

0% 25% 50% 75% 100%

7%

71%

49%

67%

Fact or Fiction: Smart phone users are educated. FACT!

Total Smart Phone Users: 541,600Source: 2010 Scarborough Report, Release 2

$150,000 or more

$100,000 to $149,999

$75,000 to $99,999

0% 25% 50%

20%

23%

17%

Service

Management

Professional

Sales & Office

0% 25% 50%

13%

14%

16%

22%

Fact or Fiction: Smart phone users

Source: 2010 Scarborough Report, Release 2

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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 Post’s shortcode is 72411 (PB411).

Mobilizing for Success

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Shorter Loading Time

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Longer Loading Time

a) Extend your online digital ad sale to the mobile device

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• 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

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Post Mobile Efforts

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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 Post’s iPad launched in August!

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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)

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Web + Apps: Work Better Together

Page Views

Uni

que

Us

ers

High

Low

Low High

MobileApps

MobileWeb

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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.

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Local Publisher Accounts and Categories

Verve Network – Final 2010Local 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

AutomotiveTier Banner Ad Spend CPM CTR %

1 $2, 400$600 (R)$16,185 (R)

$15$15$15

.31

.34

.34

1 $85,000 (6 dealer co-op buy in market)

$15 .57 to .70

1 $1,000$1,000 (R)$4,500 (R)

$20 .14

1 $1,800$900 (R)$2,700 (R)

$18$18$18

.18

.19

.22

2 $680 $20 .62

2 $2,450$2,450 (R)$15,000 (R)

$15 1.18

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Real EstateTier Category Banner Ad Spend CPM CTR

%

1 Broker – iPhone app $ 6,000$24,000 (R)

$20$20

.25

1 Builder $7,800 $15 .47

1 Senior Living $7,500 $15 .20

1 Builder $1,950$1,950 (R)

$15 .24

2 Builder $5,500 $15 .15

3 Agent $4,000 $16 .40

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EducationTier Category Banner Ad Spend CPM CTR

%

1 (Online Masters) $3,855 $20 .33%

1 Graduate School $5,100 SOV .17

2 Technical / Vocational $18,000 SOV .23

2 K-12 Private $54,000 $15 .21

1 Summer Classes $5,000 $20 .18

1 Grad School $1,503 $15 .31

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Bank / FinanceTier Category Banner Ad Spend CPM CTR

%

3 Bank $2,244 $17 .42

2 Bank $6,000$7,500 (R)

75% SOV

.98

1 Bank $24,000 SOV .17

2 Bank $1,000 $25 1.07

1 Credit Union $3,800 $20 .37

2 Credit Union $17,280 $18 .15

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%

1 Beneficial $15,000$15,000

$15$15

.65

.45

1 Hyperion $2,400 $15 .22

1 Dollar $17,200 (R) $15 .33

1 Conestoga $5,000$3,333

$15 1.3

2 Geico $1,800 $18 .48

2 Savings Inst. $1,500$5,250

$30$30

.51

.66

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%

3 Sec. Natl. BankEnid

$1,350 $15 .52

3 Dover PhiladGthse Tms Rep

$1,500 $15 .74

2 FNCBTimes Leader

$2,625 $15 1.2

1 State BankThe Telegraph

$14,400 $15 .56

1 Jefferson Fin CU $5,400 $15 .46

1 National Penn $9,000 $15 .23

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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

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Retail


1 Crafts / Hobby $15,000 $15 .36

2 Local Jewelry $4,500 $15 .39

3 Local Dept. Store $300 $10 .43

2 Katy Mills (Shoes) $1050 $15 .43

2 Furniture $2,200$2,200 (R)

$20 .32

1 Mattress $8,325$3,975

$15 .31

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Recruitment


2 Bank $600 $15 .56

1 Aerospace Eng. $600

$15

.28

2 Hospice Care $3,600 $12 .12

2 Oil Drilling $725 $15 .48

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Restaurants / QSRsTier Category Banner Ad Spend CPM CTR

%

1 Family Style Restaurants

$18,000 $15 .51

1 National Pizza Franchise

$13,500$47,250 (R)

$15$15

.13

.20

2 National Fast Food $30,000$72,000 (R)

$24 .20

2 Conv. Store $16,000 $15 .89

3 Reg. Pizza Chain $680 $20 .54

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Grocery


1 Schnucks(various

$24,000 $19.50 .67

2 Publix(contest)

$ 558$ 3,780 (R)$ 2,880 (R)

$12.50$17$18

.11

.19

2 Food City(gas coupon)

$510 $15

.34

1 Piggly Wiggly(recipe)

$21,600 $15 -

1 Shop Rite(gas coupon)

$550 $15 .32-.56

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Hospitals / Health CareTier 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

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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

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Local Services


1 Insurance Agent $6,480 $18 .26

2 Massage / Tanning $8,100 $27 .22

1 Cosmetic $7,500 $50 .29

1 Plumbing Svc. $1,260 $34 .23

3 Massage Franchise $2,100 $20 .33

3 Attorney $600 $17 .41

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2

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The Audience

The Offer

The Results

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The Verve Mobile Value Proposition

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)

1

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The Verve Mobile Value Proposition

“The Mobile Marketing Pizza”

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The Mobile Ad Buy

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 WebMobile App

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The Mobile Marketing PizzaBut Where Does the Mobile Click Go?

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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 Sauce: The Landing Page

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The Toppings: Click to Action Menu


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

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Click to Call

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Click to Email

Denver Post – NAPA Auto Parts

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Click to Map

“Deliver coupon or offers directly to customers”

SMS (Short Message Service)

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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


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DO DON’T

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

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Bill Ganon, GM Local MarketsVerve [email protected] 760.479.0055

Questions?

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Raul Vielma, Director of DigitalThe Palm Beach [email protected] 561-820-4277

mailto:[email protected]

mailto:[email protected]

Business

Digital dowload all mobile