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SHAUN KOINER CHIEF PRODUCT OFFICER, PERFORM MEDIA APPS vs MOBILE WEB REVISITED MONDAY, MAY 2, 2016

Apps Vs. Mobile Web Revisited

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SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA

APPS vs MOBILE WEBREVISITED

MONDAY, MAY 2, 2016

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

IT’S NOT APP vs WEB

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

Source: comScore

ALL ABOUT USER BEHAVIOR

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

EXAMPLE - MOBILE IN FEED VIDEO

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

SHAUN KOINERCHIEF PRODUCT OFFICER, PERFORM MEDIA

OPINIONS

• It’s not Apps vs Mobile Web…• It’s Apps & Mobile Web, working together• And of course mobile-focused social, primarily Facebook• = sweet-spot of success across mobile touch-points