webtrends webinar: mobile analytics telegraphuk
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Mobiles and Tablets: A new interaction and revenue stream for news publishers?
Mark Challinor, Director of Mobile, Telegraph Media Group
Q&A: join the conversation at blogs.webtrends.com/mobile
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“We envision literally
a billion people getting
inexpensive, browser-based
touch-screen devices over
the next few years. - Eric Schmidt, CEO, Google
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
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Who Me? Two Hats…
1. Telegraph Media Group
• World-leading newspaper
brand
2. International Newsmedia
Marketing Association
(inma.org)
• Sharing Ideas, Inspiring
Change
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The Telegraph
• Established 1855
• Two Quality Newspaper
Titles:
- Mon-Fri sales: 655k
- Sunday sales: 506k
- 340k print subscribers
• Print Subscriber Audience
50+, Upmarket
• Free Website Since 1994
- 30m unique users per
month
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
UK Quality Newspaper Market
1,751 1613
1130
556 391
0200400600800
1,0001,2001,4001,6001,8002,000
(000's
)
Average Daily Readership (000's)
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North America Newspapers: 1,577
Latin America Newspapers: 1,400
Europe Newspapers: 2,398
Africa Newspapers: 400
Middle East Newspapers: 272
Asia Newspapers: 5,071
South Pacific Newspapers: 89
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INMA: Our Members
• 400 top newsmedia companies
• 5,000 executives
• 80 countries
• Strong in North America,
Northern and Western Europe,
South Pacific, Latin America
• Strong in elite, market-leading
companies
• Key channels of members:
audience, advertising, strategy,
marketing
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INMA: Our Focus in 2011
• Culture change, processes to
support transition
• Paid content opportunities in
passion niches
• Integrating advertising sales
• Reallocation of marketing
• Revenue opportunities with
mobiles/tablets
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Age of Mass Media
• Newspapers
• Television
• Magazines
• Radio
• Outdoor
… we talked to the forest
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Age of Niche Media
• Zoned Newspapers
• Cable TV
• Niche Magazines
• Niche Radio
• Outdoor
… we talked to the tree in the forest
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Age of Micro Media
• Blogs
• Social Networks
• Magazines-on-Demand
• Podcasts
… we talk to the leaves on the
tree in the forest (and the
leaves talk with each other)
• Mobile Services & Products
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“New times call for new
journalism. The iPad demands
that we rethink our craft.”
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Practicalities of Shifting from Print to Multi-(micro) Media Culture… in Mobile Arena
• Leadership: decide a course, push strategy,
define success
• Levels and allocation of mobile marketing:
brand vs. platforms
• People: transitioning people or wholesale
personnel changes?
• Editorial: content management and relevance
management
• Platform management: dis-aggregation (one
size doesn‟t fit all!
• Advertising: integrating mobile
culture/mentality into sales management
• Research/analytics: vital as consumption
patterns change
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Today’s Environment: Multi-Channel
Increase the number of brand touchpoints… profitably.
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Location Services
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Next Generation Mobile Web
Fully integrated into internal CRM system
Platform agnostic
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Mobile Advertising
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Mobile Video
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M-Commerce
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Sponsorship Formats
• Home Page Takeovers
• Integrated Adverts
• Icons
• Text Links
• In-Movies
• News or Entertainment
Sections
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Overlays: Rich Media
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Importance of SMS Still!
• The first commercial text
message was sent in
December 1992.
• Today, the number of text
messages sent and
received everyday, exceeds
the population of the planet!
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Sponsored ads by SMS
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When Would You Expect Mobile Usage?
Relevance for Mobile Advertisers
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Global Mobile Ad Response Rates
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Barcodes: New Dimension With Readers, Advertisers
• Edmonton Journal: a
new way to gain market
share with advertisers
• With one scan, the app
can link to a web site,
launch a video, dial a
phone number…
• …connecting to maps,
photos, videos, recipes,
competitions etc.
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Tablets: The New Kids on the Block!
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Telegraph iPad App
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We’re a Morning and an Evening App
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iPad App Usage
Sundays
Tracking
Temporarily
Removed
New Year‟s
Xmas
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Downloads from the App Store
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114k
211k
271k
321k
370k
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Sep-10 Oct-10 Nov-10 Dec-10 Jan-11
Monthly Visits
06:47
08:08
08:53
09:48
10:35
00:00
01:35
03:10
04:45
06:20
07:55
09:30
11:05
12:40
Sep-10 Oct-10 Nov-10 Dec-10 Jan-11
Average Time on Site
Visits
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Returning Visitors
62%
68%
69%
70%
71%
Sep-10 Oct-10 Nov-10 Dec-10 Jan-11
% of Visitors who return
High propensity for visitors to return, and this is increasing each month
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Webtrends Analytics Showed Us This
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iPad Case Study: Our Journey So Far
What Next?
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Results & Feedback
What that says about
our iPad consumers
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So What Now?
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iPad Version 2, out now.
• Deeper, much more of the
newspaper
• Interactive graphics and
video
• Include crossword and other
essentials
• See INMA.org Mobile and
Tablets blog
• Paid-for…or free…
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The product…
• £9.99 per month for new App
Store customers
„Bedrock‟ of digital subscriptions
• £1.19 for a daily edition
First paper to offer this
• The Telegraph iPad edition
Not the newspaper
• FREE for print subscribers
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
The Key Issues
• Learning from V.1 has informed product development
- We have taken the time to get this right; our free app has been a great asset
- Daily edition makes app accessible and provides a great sampling
opportunity
• App is added value for existing subscribers
- We‟re committed to giving subscribers access to Telegraph when/how they
want it
- Builds upon value strategy started with our loyalty programme last year
• Research indicates that the iPad is complementary to
the newspaper, not a substitute
- We have an iPad edition with digital features e.g. video, animation
- Supplements, lifestyle content not in the iPad edition: print completes
package at weekend
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Some Proof Points
• There are more over 55s with iPads than under 35s
- Resonates with Telegraph audience
• 25% of iPad owners say their iPad usage has been
additional to their current media consumption i.e. not
at the expense of other media
- The iPad generates more reading occasions
• 50% of owners share their iPad with other members of
their family
- Understanding household consumption patterns is vital (2 per h/hold). “Fair
use policy”
Source: YouGov survey of iPad owners, Feb 2011
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Already Popular Feature
Night Reading Mode Normal Reading Mode
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Emails to Existing Users and Prospects
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Communications to Newspaper Subscribers
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In-paper House Ads
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Advertising – Out Now!
94 x Digital 6 sheet panels,
national
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Trade/Advertiser Communications
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Internal Comms
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Internal
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It’s Not Just About Apple!
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• Both sponsorship and in-
app advertising being
considered across mobile
portfolio
• No more than 4 advertisers
per tablet edition
• Reviewing fractional ads v
full-page interstitials
• Requires sales experts in
commercial team
Selling Mobile Advertising
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6x Longer Ad Interactions
Pintroll & Ad Marvel Report via BizReport.com 2010
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The Telegraph Family
How do readers share,
repackage, customize
news for personalized
social news stream? Often
via a mobile channel!
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A Re-think: Social Network Model
SMARTPHONE Breaking news, utility or fun
TABLET Curated, once-a-day,
aimed at time-poor,
younger demographic
WEB Search-driven; archive and
multi-media
Luxurious, complete, older
demographic (weekday),
lifestyle (weekend)
NEWSPAPER
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Phones or Shoes? Double the 2-5 year olds can play
with a smartphone app (19%)…
…than could tie their shoes (9%)
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In Summary…
• Newspapers are going mobile, with the majority serving news via iPhone &
iPad apps
• Becoming common to use free trial, followed by need to subscribe.
• Supplementary paid-for apps associated with the newspapers, e.g. The
Telegraph Cross Word app and The Guardian‟s Eyewitness (Photos) app.
• Advertising can be sold in a variety of ways, most commonly CPM (using
banner and MPU formats) and sponsorship (a brand sponsors the app,
featuring in all pages, or specific sections)
• We know people have an emotional connection with tablets they don‟t have
with laptops
• We know that part of what consumers like about the tablet is finite...like the
print product and unlike the web
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Looking ahead…
• Expecting steady migration of readers/advertisers from print to mobile/tablet
devices over next few years
• The driver? Range of mobile services/products to drive
interaction/database/content distribution…and revenue!
• Stick with it. Long term!
• Now?
• Experiment! Not one panacea!
• Add value for loyalty
• Don‟t forget: Market/Promote
• Fewer printed newspapers and magazines, but…(+10m sold each day still!)
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An Exciting Time…
to Be in an Exciting Space…
within an Exciting Medium/Media Environment
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Taking the best of traditional journalism with the best of contemporary technology.
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Continuing the conversation blogs.webtrends.com/mobile
Follow us on twitter
@challinor
@ricksone
@webtrends
@mobilentractv
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