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SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
WHO IS SK
Shaun KoinerChief Product Officer
Perform Media
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
• 105M mobile site users• 64M android users• 58M social followers• 39 editions• 19 languages• 93% of users under 30
MOBILE WEB & APPS
Biggest global digital football brand
6 month UU Oct 15- Mar 16
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
APPS vs MOBILE WEB REVISITED
Why is this discussion important?
• Mobile traffic trending forever upwards• Mobile CPM trending up
Traffic Mobile CPMs $
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
KEY TAKEAWAYS
1. Mobile app usage is the #1 means of digital media consumption2. Complementary to desktop & mobile web product offerings3. Most frequently used apps are given the best home screen real estate
which fuels more use4. Publishers must focus on Millennials’ app habits for long-term mobile
success
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
It’s not Apps vs Mobile Web… It’s Apps & Mobile Web, working together with mobile-focused social (primarily Facebook) to hit the
sweet-spot of success across mobile touch-points
What is the new app-vs-Web equation for publishers?
Desktop + mWeb + Social + App = Success
SK OPINION
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
TOUCHPOINTS FOR USERS
Have to consider where users find content:Apple News, Facebook, Twitter, Google search,
Shared content: Twitter, Facebook, Whatsapp, Email, etc
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
TOUCHPOINTS FOR USERS
Guardian is a great example of social, email, mweb and app complementing…
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
EVOLUTION OF MOBILE DISCOVERY
• Search• Deep-linking• App indexing• iOS and Android app cross-linking• Notifications and alerts
Driving the audience to apps
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
STRATEGIES & TACTICS - MWEB
• SEO• Mature• Non-specialist software development• Lower barrier to entry
Positives
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
STRATEGIES & TACTICS - MWEB
• Load time pressure• Hard to build differentiation• Managing new platforms (IA and AMP)• Fewer opportunities to be creative in monetization• Ad blocking on the (incremental) rise
Challenges
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
STRATEGIES & TACTICS - APPS
• Closer relationship with user• Registration• Personalization• Notifications• Lack of ad-blocking• True ‘native’ integrations, highly custom/bespoke• Native code apps look and feel premium
Positives
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
Smartphone users are as likely to accept push notifications as reject, indicating a need to balance
utility with intrusiveness.*
Source: Comscore
STRATEGIES - NOTIFICATIONS
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
STRATEGIES & TACTICS - APPS
• Advanced analytics and data, user-segmentation• Culture of ratings and reviews• User-feedback into product design• Retention strategies from user feedback• Much attention from big players (Apple, Google, Facebook, Twitter)• Mature revenue focused distribution• Established in-app purchasing models/behaviors
Positives continued
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
STRATEGIES & TACTICS - APPS
• App fatigue - pressure on continuous innovation• SEO pickup more tricky and tied to mobile web• Deep linking complexities• Cost of maintenance• Dedicated resource and cost
Challenges
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
STRATEGIES & TACTICS - APPS
• SDK integrations• 3rd party platforms and their own releases and TOS• Each new thing adds complication• Major platform apps dominant• Dedicated resource and cost
Challenges continued
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
Source: Comscore
• Desktop page views per UU = 12• mWeb = 17• App = 275
eg. Goal eg. US App market*
ENGAGEMENT
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
Millennials’ app usage time is dominated by social, video, music and communications.*
Source: comScore
CHANGES IN USER BEHAVIOR
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
Mobile ads not only work, but they work much better than desktop ads on average – particularly at the bottom of the
funnel*
Source: Comscore
AD REVENUES $$
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
Mobile native in-app video ads can be very effective, especially when adapting ad creative for short-form
viewing*
CHANGES IN USER BEHAVIOR
Source: comScore
SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA
1. Mobile app usage is the #1 means of digital media consumption2. Complementary to desktop & mobile web product offerings3. Most frequently used apps are given the best home screen real estate
which fuels more use4. Publishers must focus on Millennials’ app habits for long-term mobile
success
KEY TAKEAWAYS