digital dowload all mobile final

Presented by:Raul VielmaDirector of DigitalThe Palm Beach Postrvielma@pbpost.com

Shifting to Mobile

September 20, 2011RealSolutions.PalmBeachPost.com

Bill GanonGM Local MarketsVerve Wirelessbill@vervewireless.com.com

What you can expect from this workshop

The evolution of media consumption The rapid adoption of mobile devices Mobile Market Overview Mobilizing for Success Clients taking advantage of these opportunities The mobile value proposition Mobile best practices

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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

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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 smartphones 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

Twitter 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

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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Mobile Offers New Audiences

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Mobile Offers New Audiences

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!

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Mobile Offers New Audiences

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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Tablet Sales overtake PC Sales

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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Tablet Use: Games, Information and Emails

Source: AdMob by Google Tablet Survey March 2011

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

Mobile Offers New Audiences

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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 smartphones. 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: Smartphone 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: Smartphone users

Source: 2010 Scarborough Report, Release 2

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Fact or Fiction: Smartphone 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: Smartphone 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: Smartphone users

Source: 2010 Scarborough Report, Release 2

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Mobile 101• Smartphone: 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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Mobilizing for Success

Longer Loading Time Shorter Loading Time

• 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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Mobile applications drive 8 -10X page views v. mobile web

Click through rates 4-5X higher (ad stays anchored at bottom)

Web + Apps: Work Better Together

Page Views

Uni

que

Us

ers

High

Low

Low High

MobileApps

MobileWeb

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Messaging

Photos

Mobile Sites

Video

Advertising

Reporting

?Do I Need

Mobile Web and Apps?

Avoid “Ready, Shoot, Aim!” approach

Applications

How does my customer benefit?

Tablets

Who’s going to manage all

this?

Should I advertise on

mobile?

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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

Automotive

Tier Banner Ad CTR %

1 .31.34.34

1 .57 to .70

1 .14

1 .18.19.22

2 .62

2 1.18

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Real Estate

Tier Category Banner Ad CTR %

1 Broker – iPhone app .25

1 Builder .47

1 Senior Living .20

1 Builder .24

2 Builder .15

3 Agent .40

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Education

Tier Category Banner Ad CTR %

1 (Online Masters) .33%

1 Graduate School .17

2 Technical / Vocational .23

2 K-12 Private .21

1 Summer Classes .18

1 Grad School .31

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Bank / Finance

Tier Category Banner Ad CTR %

3 Bank .42

2 Bank .98

1 Bank .17

2 Bank 1.07

1 Credit Union .37

2 Credit Union .15

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Bank / Finance

Tier Category Banner Ad CTR %

1 Beneficial .65.45

1 Hyperion .22

1 Dollar .33

1 Conestoga 1.3

2 Geico .48

2 Savings Inst. .51.66

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Bank / Finance

Tier Category Banner Ad CTR %

3 Sec. Natl. BankEnid

.52

3 Dover PhiladGthse Tms Rep

.74

2 FNCBTimes Leader

1.2

1 State BankThe Telegraph

.56

1 Jefferson Fin CU .46

1 National Penn .23

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Events / Entertainment

Tier Category Banner Ad CTR %

2 Casino .27

2 Casino .17

3 Jazz Festival .68

1 Boat Show .11

1 Rodeo .33

2 County Fair .32

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Retail

Tier Category Banner Ad CTR %

1 Crafts / Hobby .36

2 Local Jewelry .39

3 Local Dept. Store .43

2 Katy Mills (Shoes) .43

2 Furniture .32

1 Mattress .31

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Recruitment

Tier Category Banner Ad CTR %

2 Bank .56

1 Aerospace Eng. .28

2 Hospice Care .12

2 Oil Drilling .48

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Restaurants / QSRs

Tier Category Banner Ad CTR %

1 Family Style Restaurants

.51

1 National Pizza Franchise

.13

.20

2 National Fast Food .20

2 Conv. Store .89

3 Reg. Pizza Chain .54

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Grocery

Tier Category Banner Ad CTR %

1 Schnucks(various

.67

2 Publix(contest)

.11

.19

2 Food City(gas coupon)

.34

1 Piggly Wiggly(recipe)

-

1 Shop Rite(gas coupon)

.32-.56

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Hospitals / Health Care

Tier Category Banner Ad CTR %

1 St. Lukes .12

2 Roper St. Francis Hospital

.13

2 Scott and White Clinics

.16

1 Baylor College of Medicine

.22

3 Gulf Coast Medical Center

.26

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Home Services

Tier Category / Goal Banner Ad CTR %

2 Cable/Internet/Phone .51

1 Locksmith .18

1 Heating / AC .35

2 High Speed Internet .31

1 Pools / Spas . 67

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Local Services

Tier Category Banner Ad CTR %

1 Insurance Agent .26

2 Massage / Tanning .22

1 Cosmetic .29

1 Plumbing Svc. .23

3 Massage Franchise .33

3 Attorney .41

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The Audience

The Offer

The Results

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The 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)

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The 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 Mobile Marketing Pizza

The Sauce: The Landing Page

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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

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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

The Mobile Marketing Pizza

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Rich Media Reporting / Monitoring

Reportable Action Reg. Landing Page

Expandable Panel

Click from Banner ✔ ✔

Click to site ✔

Click to call ✔

Click to email ✔

Click to map ✔

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Best Practices/Techniques

DO DON’T

✔ 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 offer new mobile functionality

✘ Use usual website for mobile device

✘ Settle for site visit

✘ Rely on web-only communication

✘ Rely on traditional Internet banner techniques (animation, wordiness)

Bill Ganon, GM Local MarketsVerve Wirelessbill@vervewireless.com 760-479-0055

Questions?

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Raul Vielma, Director of Digital SalesThe Palm Beach Postrvielma@pbpost.com 561-820-4277