michael gay: the year mobile took over: how local news adapted
DESCRIPTION
Michael Gay VP of Interactive Media, Journal Broadcast Group Michael Gay joined Journal Broadcast Group in 2012 and oversees the digital sales and product development strategies for the company’s more than 100 websites, mobile apps and social channels. Gay led the relaunch of Journal’s TV and radio websites to improve the mobile experience for their users, which resulted in significant traffic increases. With the recent launch of national sites NowTrending.com and NashvilleEdge.com, mobile and social experiences were emphasized. Prior to Journal Broadcast Group, Gay served in roles at Hearst Television, CBS Television and Young Broadcasting.TRANSCRIPT
2013: The Year Mobile Took OverJournal Broadcast Group!
Michael Gay, VP Interactive Media [email protected]
Where we started
• Native apps available, but no mobile websites!
• No on-air marketing or support for downloading of apps!
• No use of app notifications for breaking news alerts
2013: Mobile Shift
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25
50
75
100
Jan Feb March April May June July August Sept Oct Nov Dec
Mobile Desktop
The problem: Monetizing mobile
Comparing platform value Before redesign of mobile
Desktop Mobile Site Mobile App
Ads per page 5 1 1
Total CPM $35CPM $3CPM $3CPM
PVs/Session 3 2 6
Value/Session $105CPM $6CPM $18CPM
Comparing platform value After redesign of mobile
Desktop Mobile Site Mobile App
Ads per page 5 1 → 2 1 → 2
Total CPM $35CPM $3CPM → $12CPM $3CPM → $12CPM
PVs/Session 3 2 → 5 6 → 8
Value/Session $105CPM $6CPM → $60CPM $18CPM → $96CPM
Significance of user reviews• Users weren’t a fan of our efforts that added more and larger ads
• We’re constantly working to find the balance between the need to monetize and the need to satisfy our users
• Currently minimizing use of prominent ads that are below a certain CPM
Premiere
NewsChannel 5 mobile site premiere
• This weekend we relaunched mobile site for NewsChannel5.com
• Phase 1 features: • Infinite scrolling of content • Image-dominant design • Quick-load story pages • Geo-based weather content • Live streaming video of shows • Shared URLs
Before After
