winning mobile strategies
DESCRIPTION
We’ve been hearing that it’s the “Year of Mobile” for years, but it hasn’t quite fully materialized. Mobile tantalizes with its great potential, but is still something most Publishers are trying to figure out. Moderated by Operative Product Manager Barnaby Edwards, this webcast will show how Publishers can actually make this the “Year of Mobile” for themselves. Please join Barnaby and Patrick as they discuss: How to integrate mobile into your product strategy What will the impact be for Publishers? Technology issues to considerTRANSCRIPT
Winning Mobile Strategies #winwithmobile
LIVE Webcast
Panelist:
Moderator:
Winning Mobile Strategies
Patrick McCormack, VP of Mobile Sales & Strategy
Barnaby Edwards, Product Manager
Winning Mobile Strategies #winwithmobile
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Attendees are in listen only mode
Post questions in the Go To Webinar Questions Panel. They will be answered throughout the session, with more time allocated towards the end.
Post comments & feedback to #winwithmobile
An Essential Reading List for Mobile can be found at theoped.operative.com
The session is being recorded and will be made available within 24 hours
Webinar Notes
Winning Mobile Strategies #winwithmobile
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04/12/2023 Proprietary and Confidential.
Today’s Panelists
Patrick McCormackVP of Mobile Sales & Strategy
Barnaby EdwardsProduct Manager
Winning Mobile Strategies #winwithmobile
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2011 2012 20160
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$1.1
$2.3
$10
eMarketer US Mobile Ad Growth
$ Billion
What to make of Mobile Growth Projections?
Winning Mobile Strategies #winwithmobile
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How important is Mobile to your business? Becoming a “Mobile First” company
#1 mobile content destinationEarly adopter – launched 1st app in 1999Continuous process of justifying headcount and resources
Winning Mobile Strategies #winwithmobile
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How do you integrate mobile into your overall Digital Product strategy?
Integrated cross-platform solution: 4 screens (cable, mobile, tablet, web)Value prop for user and advertiser varies by screenBest practice is to “un-silo”
1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12N 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12A0%
1%
2%
3%
4%
5%
6%
7%
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TWC Cable weather.com TWC mobile TWC iPad
TWC USAGE THROUGHOUT THE DAY 4Q11, % Composition M-F Daily Usage by Hour
MULTIPLATFORM
TV peaks in the morning
TV levels out during daytime as viewers go to work
But rises in prime as viewers return
home
Web peaks in morning and remains high in
daytime with at-work usage
iPad soars in prime
iPad usage appearsto resemble TV
But extends beyond all other
platforms starting in early fringe
Mobile complements morning TV and
web usage Mobile neatly intersects TV and web daytime
usage
Mobile usage rises above web in fringe
but can’t mirror growing TWC cable patterns in prime
Source: Nielsen N-Power 4Q11 unique viewers by hour for TWC cable. Omniture 4Q11 pageviews by hour for TWC mobile, web, iPad.
Winning Mobile Strategies #winwithmobile
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How does Mobile perform for advertisers versus Display?
Not an either or proposition as seen thru usage patternsSimilar KPIs to Display Brand exposure becoming more importantMobile gives advertisers more tools to factor in location and use contextual advertising - a critical part of marketing mix
Winning Mobile Strategies #winwithmobile
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Free App, Paid App, Mobile site – how do you view distribution?
No right answer – Majority use free Apps, recently launched HTML5 mobile site and also do have some paid featuresHigh frequency usage lends itself to appsBeing in the App business is effective but does come with challenges
Winning Mobile Strategies #winwithmobile
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Is local the coolest kid on the block?
Powerful way to provide relevance to the userTWC is the #1 location based services companyTrading location in exchange for impactful info is good value for usersOpens the door to engaging creative
DELIVERING RESULTS
Wipe Away Your Weather
Westin Case Study:Named one of AdAge’s 2011“10 Most Important Mobile Moments”
230+ Press Mentions
Bolstered Mobile Hotel BookingsMobile Commerce Daily
Featured In IAB Creative Showcase
Winning Mobile Strategies #winwithmobile
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Separate Production Technology or a Simplified Ad Tech Stack?
Single stackReporting benefitsReduced maintenance and overhead
Winning Mobile Strategies #winwithmobile
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How will we get to $10 billion?
ROI/MeasurementCreativityStandardizationTargeting/PrivacyEducation of all
Winning Mobile Strategies #winwithmobile
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04/12/2023 Proprietary and Confidential.
Key Takeaways Mobile should be integrated with other products rather than standalone
Consumption by platform varies greatly by time of day
Must build trusted relationships with your audience so there can be give and take
Localization is spurring innovation in creative, which is critical to deliver relevance
Publishers need to work together to help educate the market and grow the total pie
Winning Mobile Strategies #winwithmobile
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?Questions?
Winning Mobile Strategies #winwithmobile
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04/12/2023 Proprietary and Confidential.
Thank you!
Patrick McCormackVP of Mobile Sales & [email protected]
Barnaby EdwardsProduct [email protected]