engaging consumers in the state of mobile andrew - engagement.pdf · source: similarweb, 5/16....
TRANSCRIPT
Engaging consumers in the state of mobileAndrew Duck, CTO, Zinio
2015 numbers
• In 2015, the US newspaper circulation fell another 7%, the greatest decline since 2010. Digital circulation crept up 2% over the same period.
• In 2015, total advertising revenue among publicly traded companies declined nearly 8%, extending losses not only to print, but digital as well.
• In the same period digital ad revenue grew 20% to US$59.6B
2016, a year in review
• Downward trend continues in print media circulation (except India)
• Advertising dollars moving, putting further pressure on circulation rates
• Consumer engagement with digital growing, but struggles with converting brand loyalty like in print
KPCB INTERNET TRENDS 2016 | PAGE 45
@ Margin... Advertisers Remain Over-Indexed to Legacy Media
Source: Advertising spend based on IAB data for full year 2015. Print includes newspaper and magazine. Internet includes desktop + laptop + other connected devices. ~$22B opportunity calculated assuming Mobile ad spend share equal its respective time spent share. Time spent share data based on eMarketer 4/16. Arrows denote Y/Y shift in percent share. Excludes out-of-home, video game, and cinema advertising.
% of Time Spent in Media vs. % of Advertising Spending, USA, 2015
4%
13%
36%
22% 25%
16%
10%
39%
23%
12%
0%
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
% o
f Tot
al M
edia
Con
sum
ptio
n Ti
me
or A
dver
tisin
g Sp
endi
ng
Time Spent Ad Spend
Total Internet Ad
= $60B
Of Which Mobile Ad = $21B
~$22B Opportunity
in USA
KPCB INTERNET TRENDS 2016 | PAGE 43
USA Internet Advertising Growth = Accelerating, +20% vs. +16% Y/Y... Owing to Mobile (+66%) vs. Desktop (+5%)
Source: 2015 IAB / PWC Internet Advertising Report.
USA Internet Advertising, 2009 – 2015
$23 $26
$32
$37
$43
$50
$60
0%
5%
10%
15%
20%
25%
30%
35%
$0
$10
$20
$30
$40
$50
$60
$70
2009 2010 2011 2012 2013 2014 2015
Y/Y
Gro
wth
(%)
US
A In
tern
et A
dver
tisin
g ($
B)
Desktop Advertising Mobile Advertising Y/Y Growth
The great mobile migration
Mobile is now the primary touch point for engaging consumers.
KPCB INTERNET TRENDS 2016 | PAGE 109
Average Global Mobile User = ~33 Apps...12 Apps Used Daily... 80% of Time Spent in 3 Apps
Source: SimilarWeb, 5/16. *Apps installed does not include pre-installed apps. Most commonly used apps includes preloads.
Day in Life of a Mobile User, 2016
Average # Apps Installed on
Device*
Average Number of Apps Used
Daily
Average Number of Apps Accounting for 80%+ of App Usage
Time Spent on Phone (per Day)
Most Commonly Used Apps
USA 37 12 3 5 Hours Facebook Chrome YouTube
Worldwide 33 12 3 4 Hours Facebook WhatsApp Chrome
Zinio, specifically
• 6,000+ publishers
• Reaching consumers in 206 markets
• More than 1,000 branded applications live across iOS and Android
• Re-platforming business to center technology and content as the focus of all product initiatives
How did we get here?
• Consumption habits have changed to suit new form factors
• Industry hasn’t caught up with the change, traditional packaging models and the underlying business models need to adapt to a new consumption mechanism
How do we address this?
1. Reach consumers wherever they want to read
2. Re-think engagement and content display
3. Re-engage and build loyalty through content planning
4. Get smarter about what people are interested in, get niche, targeted, personalised.
In closing…what should you be thinking about?
• How have the consumption habits of your consumers/customers changed?
• How can you adapt your content strategy to drive positive value for this new consumption model?
• How can you adapt your technology delivery to differentiate your offering. (read: three years ago i would have said you can’t, but now it is time again to re-think this) (not native vs mobile web)
What am I thinking about?
How can you engage the right people, with the right content, on the
right device, at the right time?
Thank you
• twitter.com/andrewduck