Upload
digiday
View
113
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Publishers today need to have a sharp focus on mobile or be run over by it. Business Insider's president Julie Hansen presents a case study on the ways BI has embraced mobile and how editorial and advertising are evolving with the rise of consuming content via phone or tablet.
Citation preview
MOBILE:Embrace It Or Be
Run Over By It
March 19, 2014
Mobile Is Eating The Internet
Source: Business Insider Intelligence
~60% Of Connected Devices Are Smartphones Or Tablets
Global Internet Device Installed Base
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
ComputersPersonal
Computers (Desktop And
Notebook)
Personal Computers
(Desktop And Notebook)
Personal Computers
(Desktop And Notebook)
Personal Computers
(Desktop And Notebook)
Personal Computers
(Desktop And Notebook)
Personal Computers
(Desktop And Notebook)
Personal Computers
(Desktop And Notebook)
Personal Computers
(Desktop And Notebook)
Personal Computers
(Desktop And Notebook)
SmartphonesSmartphones
SmartphonesSmartphones
SmartphonesSmartphones
SmartphonesSmartphones
Smartphones
Smartphones
Tablets
TabletsTablets
TabletsTablets
Tablets
Tablets
Tablets
Tablets
Tablets
Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Wearables
WearablesWearables
WearablesWearables
Wearables
Wearables
Wearables
Wearables
Wearables
Nu
mb
er
Of
De
vice
s In
Use
(I1
00
0s)
Source: StatCounter, September 2013
20% Of Total Internet Traffic Is From Mobile Devices
Global Internet Traffic (Desktop Vs. Mobile)
Dec-0
8
Feb-
09
Apr-0
9
Jun-
09
Aug-0
9
Oct-0
9
Dec-0
9
Feb-
10
Apr-1
0
Jun-
10
Aug-1
0
Oct-1
0
Dec-1
0
Feb-
11
Apr-1
1
Jun-
11
Aug-1
1
Oct-1
1
Dec-1
1
Feb-
12
Apr-1
2
Jun-
12
Aug-1
2
Oct-1
2
Dec-1
2
Feb-
13
Apr-1
3
Jun-
13
Aug-1
30%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop Mobile
Source: Gartner
Feature Phones Have Given Way To Smartphones
Global Mobile Phone Sales
1Q08
2Q08
3Q08
4Q08
1Q09
2Q09
3Q09
4Q09
1Q10
2Q10
3Q10
4Q10
1Q11
2Q11
3Q11
4Q11
1Q12
2Q12
3Q12
4Q12
1Q13
2Q13
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Smartphone Shipments Feature Phones
(1000s)
Especially In Developed Markets Like The U.S.
Source: comScore
J M M Ju S N J M M Ju S N J M M Ju S N J M M Ju S0%
10%
20%
30%
40%
50%
60%
70%
18%
62%
(as a
perc
enta
ge o
f th
e m
obile p
opula
tion)
U.S. Smartphone Penetration
Source: Gartner, IDC, Strategy Analytics, Company Filings
Tablets Continue To Cannibalize PCs
Global Internet Connected Device Shipments
1Q08 2Q08 3Q08 4Q08 1Q09 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q130
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
PCsPC
Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
PC Ship-ments
TabletsTablet Shipments
Tablet ShipmentsTablet
ShipmentsTablet Shipments
Tablet Shipments
Tablet Shipments
Tablet ShipmentsTablet
ShipmentsTablet
Shipments
Tablet Shipments
Tablet ShipmentsTablet
ShipmentsTablet
Shipments
Tablet Shipments
Tablet ShipmentsTablet
Shipments
Tablet Shipments
Tablet Shipments
Tablet ShipmentsTablet
ShipmentsTablet
Shipments
(thousands)
2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Android45.8%
Android61.9%
iOS52.8%
iOS36.0%
Microsoft; 1.0% Microsoft; 2.1%
Global Tablet End User Sales (Market Share)
Source: Gartner, March 2014
And Android Continues To Gain Share
So how are people using their devices?
Source: Source: Experian Marketing Services, May 2013
They Use Smartphones For Communication, Entertainment
Other8%
Visit Websites14%
Games8%
Social Network-ing
15%Talk26%
Text20%
Email9%
Average Smartphone Owner’s Daily Time Allocation
Source: Cisco, 2013
They Watch TONS Of Video On Mobile
Projected Global Mobile Video Traffic
2011 2012 2013 2014 2015 2016 20170
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
Million
s of
Tera
byte
s P
er
Mon
th
Source: Google, August 2012
They Spend ½ Hour On Tablet Each Time They Pick It Up
Average Minutes Spent Per Interaction By Device
TV PC/Laptop Tablet Smartphone0
5
10
15
20
25
30
35
40
45
50
43
39
30
17
Min
ute
s
Multiple Times A Week Daily 0%
10%
20%
30%
40%
50%
60%
70%
80%
62%
39%
67%
46%
2Q 2012 1Q 2013
% O
f R
esp
on
de
nts
Source: Nielsen, BI Intelligence
They Use A Smartphone While Watching TV
More Than Half Combine Smartphone + TV Routinely
This screen fragmentation is creating big challenges and
opportunities.
Specifically:Where’s the money
in all of this?
The money goes where the eyeballs go…
eventually.
TV Online Radio Mobile Print Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
45%
25%
17%
4%
9%
7%
44%
26%
16%
6%
8% 8%
43%
26%
15%
9%
7% 7%
42%
26%
14%
12%
6%5%
38%
20%
12%
20%
4% 5%
2009 2010 2011 2012 2013
Source: eMarketer (August, 2013)
Mobile’s Share Of The Media Pie Continues To Grow U.S. Consumer Media Consumption Share
Source: IAB 2013
More Attention = More Money
U.S. Digital Ad Revenue By Format
H1 2012 H2 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
48%43%
21%
19%
7%15%
7% 6%
6% 7%
5% 4%2% 2%3% 3%
0.50% 0.40%
Rich Media
Sponsorship
Lead Generation
Digital Video
Classifieds
Mobile
Display/ Banner
Search
% O
f Tota
l D
igit
al A
d R
evenue
Print TV Web Radio Mobile0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
6%
42%
26%
14%12%
23%
43%
22%
10%
3%
Time Spent Ad Spend
Source: Mary Meeker, IAB, eMarketer
The Gap Between Mobile Spend And Time Spent Is Huge
2012 U.S. Ad Spending Vs. Consumer Time Spent By Media
Desktop Internet Mobile Internet
$3.50
$0.75
Source: comScore, Vivaki, Mobclix Exchange
And While Mobile CPMs Are Vastly Lower Than Desktop
Effective CPM, Desktop Vs. Mobile
Source: Ad platforms, BII Research, Greg Sterling, Opus Research
Certain Formats Are Improving
CPMs For Selected Mobile Ad Platforms
Flurry video ads
Adsmobi video ads
LSN Mobile local ads
xAd local
$- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00
$10.00
$5.00
$5.00
$3.50
No Placement Targeting Mobile News Feed Only Desktop News Feed Only Desktop News Feed + Right Hand Side Panel
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
0.07%
2.43%
1.21%
0.08%
Facebook Ad Performance By Click-Through Rate
Source: TBG Digital, Q3 2012
Native Advertising Is The Essential Social/Mobile Format
What does the environment look like for
premium publishers?
Source: comScore Media Metrix (December 2013)
Device Traffic Breakout Among Business And Tech SitesUnique Visitors By Device – Multi Platform (December, US)
FORBES
.COM
B
USINES
SINSI
DER.C
OM
W
all S
treet
Jour
nal O
nlin
e
M
ASHABLE
.COM
C
NNMONEY
.COM
B
LOOMBER
G.COM
T
HEVER
GE.COM
G
IZMODO.C
OM
W
IRED
.COM
E
NGADGET.C
OM
T
ECHCRUNCH.C
OM
E
CONOMIS
T.COM
0
5000
10000
15000
20000
25000
30000
Mobile Desktop
Business Insider Is Leading The Mobile Charge
% Of Uniques From Mobile (US)
Source: comScore Media Metrix (December 2013)
WSJ, Bloomberg, Forbes, Economist, CNNMoney
Feb-2013
Mar-2013
Apr-2013
May-2013
Jun-2013
Jul-2013
Aug-2013
Sep-2013
Oct-2013
Nov-2013
Dec-2013
0%
10%
20%
30%
40%
50%
60%
Business Insider Business Category Average Tech Category Average
Mashable, The Verge, Wired, Gizmodo, Engadget, TechCrunch
For Most, Mobile Growth Has Been Anemic
Uniques From Mobile (US)
Source: comScore Media Metrix (December 2013)
Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-130
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Business Insider Business Category Average Tech Category Average
Mashable, The Verge, Wired, Gizmodo, Engadget, TechCrunch
WSJ, Bloomberg, Forbes, Economist, CNNMoney
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tablet
Mobile
Desktop
Phone: 39%
For Business Insider, The Growth Has Been Explosive
Source: Google Analytics (January, 2014)
MOBILE + TABLET
50%
118%YoY Tablet Growth(Uniques)
Of All Uniques
240%YoY Mobile Growth(Uniques)
Desktop: 50%
Tablet: 11%
Nov 2009 January 2014
Business Insider Global Uniques By Device
Mobile’s Share Of Total Visits Continues To Climb
Source: Google Analytics (January, 2014)
Jul-1
0
Sep-
10
Nov-1
0
Jan-
11
Mar-1
1
May-1
1
Jul-1
1
Sep-
11
Nov-1
1
Jan-
12
Mar-1
2
May-1
2
Jul-1
2
Sep-
12
Nov-1
2
Jan-
13
Mar-1
3
May-1
3
Jul-1
3
Sep-
13
Nov-1
3
Jan-
140
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
0%
10%
20%
30%
40%
50%
60%
iPhone iPad Android Blackberry WindowsShare Of Total Visits
Share Of Total VisitsVisitsVisits By Device Vs. Share Of Total Visits
Driven by iPhone
Source: Google Analytics, Business Insider
Mobile Makes Weekends Media Time
11/1
/13
11/4
/13
11/7
/13
11/1
0/13
11/1
3/13
11/1
6/13
11/1
9/13
11/2
2/13
11/2
5/13
11/2
8/13
12/1
/13
12/4
/13
12/7
/13
12/1
0/13
12/1
3/13
12/1
6/13
12/1
9/13
12/2
2/13
12/2
5/13
12/2
8/13
12/3
1/13
1/3/
14
1/6/
14
1/9/
14
1/12
/14
1/15
/14
1/18
/14
1/21
/14
1/24
/14
1/27
/14
1/30
/14
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
Desktop Visits Mobile Visits
Source: Google Analytics (January 2013)
Same For Off-Hours As Readers Juggle Their Devices
4:00 AM
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Visits From Smartphone Visits From Desktop
Average Visits Per Hour
Source: Google Analytics (January 2014)
Evening Is Tablet Time
Visits From Tablet Devices By Hour Of Day
12:
1:0
2:0
3:0
4:0
5:0
6:0
7:0
8:0
9:0
10:
11:
12:
1:0
2:0
3:0
4:0
5:0
6:0
7:0
8:0
9:0
10:
11:
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Visits From Tablet
Mobile Is Transforming User Behavior
Source: Google Analytics
Mobile vVisits are shorter but more frequent
Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-140
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
0
1
2
3
4
5
6
Smartphone Visits Overall Pages/Visits
How has Business Insider responded to the trend?
Consistent UX Across All Devices, Platforms
AppBrowser
“Mobile Parity”
Editors Tasked With Optimizing For Mobile
CMS has built-in “Mobile view” that allows editorial team to see how their work will appear on phones.
Should we be “mobile first?”
or “mobile only?”
NO.
Digital is multi-screen.
People Like Big Screens
We Need Distribution On All Platforms
Global Connected Device Shipments
We should be everywhere.
Our Advertising Clients Should Be Too (We’ll Help)
THE PROBLEM:Creative agencies continue to build in Flash, a format that doesn’t translate to mobile. Static images typically used to back up Flash are boring.
THE SOLUTION:Business Insider offers Flash to HTML5 conversion, allowing creative to flourish on all screens.
Capital One Spark Flash To HTML5 Banner Conversion
Tablet CTRs were
10X
better than standard gif and static ads.
Source: 1Internal Data
In-stream “Native” Mobile Placements (Sponsor Content)
Sponsor content in-stream on smartphones Major uptick in engagement.
Mobile-Savvy Creative Boosts Engagement For Intel
THE CAMPAIGN:Touch-optimized HTML5 ad that integrated Intel messaging with Business Insider’s editorial coverage.
RESULTS:• 3X better interaction rate
than rich media benchmarks
• 2X better CTR on smartphones and tablets than standard IAB banners
Source: 1DoubleClick by Google Rich Media Display Benchmarks; 2Internal Data
So what’s next?
Cross-Device Targeting With Big Data
With device fragmentation (and lack of cookies), it’s difficult to reach the same readers as they move between devices.
Using our own and third-party data, we’ll soon be able to do so.
Same Reader
Same Reader
THANK YOU