Webtrends Webinar: Mobile Analytics TelegraphUK

© 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


“We envision literally

a billion people getting

inexpensive, browser-based

touch-screen devices over

the next few years. - Eric Schmidt, CEO, Google


Who Me? Two Hats…

1. Telegraph Media Group

• World-leading newspaper

brand

2. International Newsmedia

Marketing Association

(inma.org)

• Sharing Ideas, Inspiring

Change


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


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)


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


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


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


Age of Mass Media

• Newspapers

• Television

• Magazines

• Radio

• Outdoor

… we talked to the forest


Age of Niche Media

• Zoned Newspapers

• Cable TV

• Niche Magazines

• Niche Radio

• Outdoor

… we talked to the tree in the forest


Age of Micro Media

• Blogs

• Social Networks

• Magazines-on-Demand

• Podcasts

• E-mail

… we talk to the leaves on the

tree in the forest (and the

leaves talk with each other)

• Mobile Services & Products


“New times call for new

journalism. The iPad demands

that we rethink our craft.”


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


Today’s Environment: Multi-Channel

Increase the number of brand touchpoints… profitably.


Location Services


Next Generation Mobile Web

Fully integrated into internal CRM system

Platform agnostic


Mobile Advertising


Mobile Video


M-Commerce


Sponsorship Formats

• Home Page Takeovers

• Integrated Adverts

• Icons

• Text Links

• In-Movies

• News or Entertainment

Sections


Overlays: Rich Media


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!


Sponsored ads by SMS


When Would You Expect Mobile Usage?

Relevance for Mobile Advertisers


Global Mobile Ad Response Rates


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.


Tablets: The New Kids on the Block!


Telegraph iPad App


We’re a Morning and an Evening App


iPad App Usage

Sundays

Tracking

Temporarily

Removed

New Year‟s

Xmas


Downloads from the App Store


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


Average Time on Site

Visits


Returning Visitors

62%

68%

69%

70%

71%


% of Visitors who return

High propensity for visitors to return, and this is increasing each month


Webtrends Analytics Showed Us This


iPad Case Study: Our Journey So Far

What Next?


Results & Feedback

What that says about

our iPad consumers


So What Now?


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…


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


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


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


Already Popular Feature

Night Reading Mode Normal Reading Mode


Emails to Existing Users and Prospects


Communications to Newspaper Subscribers


In-paper House Ads


Advertising – Out Now!

94 x Digital 6 sheet panels,

national


Trade/Advertiser Communications


Internal Comms


Internal


It’s Not Just About Apple!


• 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


6x Longer Ad Interactions

Pintroll & Ad Marvel Report via BizReport.com 2010


The Telegraph Family

How do readers share,

repackage, customize

news for personalized

social news stream? Often

via a mobile channel!


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


Phones or Shoes? Double the 2-5 year olds can play

with a smartphone app (19%)…

…than could tie their shoes (9%)


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


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!)


An Exciting Time…

to Be in an Exciting Space…

within an Exciting Medium/Media Environment


Taking the best of traditional journalism with the best of contemporary technology.


Continuing the conversation blogs.webtrends.com/mobile

Follow us on twitter

@challinor

@ricksone

@webtrends

@mobilentractv

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Webtrends Webinar: Mobile Analytics TelegraphUK

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Transcript of Webtrends Webinar: Mobile Analytics TelegraphUK