Embed Size (px)
DESCRIPTION
Citation preview
BACKGROUND
We’ve been doing mobile since 2011
Apple put us on front page picked from over 500,000 apps
Won Entrepreneur of the Year from NCBthe industry’s largest trade publication
Featured in tech blogsdubbed “Pinterest for Events”
First, the bad news
Mobile = massive structural changes in consumer behavior
1.5 Billion smartphones ½ the Internet 2+ hrs per day
REALITY
THE WORLD IS CHANGING (FAST)
Smartphone usage is going up
Publisher revenue is going down
…and digital % should be higher
Now = 35% of traffic for the average publisher & expected > 50% in 12 months
Mobile optimizing your website is not enough
NOT THAT EASY
People spend 5x more time on apps vs. mobile browsers
CROWDING
Local ad revenue is becoming diluted as mobile players enter the market
Yelp Groupon Google(search)
Facebook Foursquare LevelUp
Where SMBs used to spend $$ with publisher, now spending with mobile competition
THE PROBLEM
Publishers falling behind the curve as big tech companies invest heavily in mobile
Digital Advertising 2012$37.3 Billion
Mobile Ad Revenue 2012$4 Billion
Source: eMarketer. “US Ad Spending Forecast.” October 2012Source: eMarketer. “Major Players Consolidate Share in US Mobile Ad Market”
Google = 54% of all mobile ad spend (US)
$7.7B (new proj. YE)
Now, the good news
There’s always opportunity in adversity
DON’T GIVE UP
MAKE A PIVOT
Take inventory of your assetsWork with what you have
ADAPT
Use them to your advantageRepurpose and redeploy assets to light that fire
MAJOR ASSETS
Built-in audience
People trust you
Hyperlocal data
THE NEXT BIG THING
Hyperlocal mobile is the next big thing, right?
Publishers have always been “hyperlocal”
They just need the tools to compete
Read about this:http://goo.gl/34ViR
DYNAMIC ADS
CASE STUDY: Budweiser dynamic redeemable offer
Weather API adjusted discount
Location API displayed pubs
Local merchants redeemed
Pubs earned $6k in 3 months =
INTEGRATED AD CONTENT
Read about this:http://goo.gl/2Nm0s
CASE STUDY: NYT’s “The Scoop” Citibike ad
Integrated as tab in app
Real time data served from Citi
High utility even tho sponsored
Win/Win/Win=
PUSH NOTIFICATIONS
CASE STUDY: Bands in Town app sells tickets
Sends PN when bands come
97% of PNs are read
Also sells unique experiences
#1 referrer to FB band pages=
Read about this:http://goo.gl/ukuMl
GEO-TARGETING
CASE STUDY: RetailMeNot push notifications
Detects if you are nearby
Sends PN for local offer
Drives traffic to brick-n-mortar
Perfect for local merchants=
Read about this:http://goo.gl/yhjZX
Read about this:http://goo.gl/e4lcn
WHAT TO DO?
“…one potential advantage for [alt weeklies] is their ability to leverage their expertise of local events, restaurants and concerts to develop mobile apps.”
Read about this:http://goo.gl/DnIIT
MULTIPLE APPS
Apps should be good at one thing
Editorial
City Guide ($$)
Real Estate ($$)
Data Tracker
ESL
Editorial
City Guide ($$)
Tablet: Long content + video
Phone: Quick, geo-aware
GETTING DOWNLOADS
Provide exclusive accessEarly ticket purchaseSpecial experiences ($$)Tastemakers & merchants
Download-to-win sweepstakes
Freshmen welcome kits
Your own editorial coverage
IN CLOSING
Content, Content, Content!
Simple UI/UX – partner with experts
Embrace this new medium
Read “Mobile First” by Fiona Spruill, editor of emerging platforms @ NYT http://goo.gl/esfuy
11
22
33
