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.

1. MOBILE:
Embrace It Or Be
Run Over By It
March 19, 2014

2. Mobile Is Eating
The Internet

3. Source: Business Insider Intelligence
~60% Of Connected Devices Are Smartphones Or Tablets
Global Internet Device Installed Base
Computers
Smartphones
Tablets
Smart TVs
Wearables
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E
NumberOfDevicesInUse(I1000s)

4. Source: StatCounter, September 2013
20% Of Total Internet Traffic Is From Mobile Devices
Global Internet Traffic (Desktop Vs. Mobile)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop Mobile

5. Source: Gartner
Feature Phones Have Given Way To Smartphones
Global Mobile Phone Sales
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
1Q08 4Q08 3Q09 2Q10 1Q11 4Q11 3Q12 2Q13
(1000s)
Smartphone Shipments Feature Phones

6. Especially In Developed Markets Like The U.S.
Source: comScore
18%
62%
0%
10%
20%
30%
40%
50%
60%
70%
Jan 10 Jul 10 Jan 11 Jul 11 Jan 12 Jul 12 Jan 13 Jul 13
(asapercentageofthemobilepopulation)
U.S. Smartphone Penetration

7. Source: Gartner, IDC, Strategy Analytics, Company Filings
Tablets Continue To Cannibalize PCs
Global Internet Connected Device Shipments
PCs
Tablets
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
1Q08 4Q08 3Q09 2Q10 1Q11 4Q11 3Q12 2Q13
(thousands)

8. Android
45.8%
Android
61.9%
iOS
52.8%
iOS
36.0%
Microsoft, 1.0% Microsoft, 2.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Source: Gartner, March 2014
Global Tablet End User Sales (Market Share)
And Android Continues To Gain Share

9. So how are people using their
devices?

10. Source: Source: Experian Marketing Services, May 2013
They Use Smartphones For Communication, Entertainment
Other
8%
Visit Websites
14%
Games
8%
Social
Networking
15%
Talk
26%
Text
20%
Email
9%
Average Smartphone Owner’s Daily Time Allocation

11. Source: Cisco, 2013
They Watch TONS Of Video On Mobile
Projected Global Mobile Video Traffic
0
1
2
3
4
5
6
7
8
2011 2012 2013 2014 2015 2016 2017
MillionsofTerabytesPerMonth

12. Source: Google, August 2012
They Spend ½ Hour On Tablet Each Time They Pick It Up
Average Minutes Spent Per Interaction By Device
43
39
30
17
0
5
10
15
20
25
30
35
40
45
50
TV PC/Laptop Tablet Smartphone
Minutes

13. 62%
39%
67%
46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Multiple Times A Week Daily
%OfRespondents
2Q 2012 1Q 2013
Source: Nielsen, BI Intelligence
They Use A Smartphone While Watching TV
More Than Half Combine Smartphone + TV Routinely

14. This screen fragmentation is
creating big challenges and
opportunities.

15. Specifically:
Where’s the money
in all of this?

16. The money goes where
the eyeballs go…
eventually.

17. 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%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV Online Radio Mobile Print Other
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

18. Source: IAB 2013
More Attention = More Money
U.S. Digital Ad Revenue By Format
48%
43%
21%
19%
7%
15%
7% 6%
6% 7%
5% 4%
2% 2%
3% 3%
0.50% 0.40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2012 H2 2013
%OfTotalDigitalAdRevenue
Email
Rich Media
Sponsorship
Lead Generation
Digital Video
Classifieds
Mobile
Display/ Banner
Search

19. 6%
42%
26%
14%
12%
23%
43%
22%
10%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Print TV Web Radio Mobile
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

20. $3.50
$0.75
Desktop Internet Mobile Internet
Source: comScore, Vivaki, Mobclix Exchange
And While Mobile CPMs Are Vastly Lower Than Desktop
Effective CPM, Desktop Vs. Mobile

21. Source: Ad platforms, BII Research, Greg Sterling, Opus Research
Certain Formats Are Improving
CPMs For Selected Mobile Ad Platforms
$10.00
$5.00
$5.00
$3.50
$- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00
Flurry video ads
Adsmobi video ads
LSN Mobile local ads
xAd local

22. 0.07%
2.43%
1.21%
0.08%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
No Placement Targeting Mobile News Feed Only Desktop News Feed Only Desktop News Feed + Right
Hand Side Panel
Source: TBG Digital, Q3 2012
Facebook Ad Performance By Click-Through Rate
Native Advertising Is The Essential Social/Mobile Format

23. What does the environment
look like for premium
publishers?

24. Source: comScore Media Metrix (December 2013)
Device Traffic Breakout Among Business And Tech Sites
Unique Visitors By Device – Multi Platform (December, US)
0
5000
10000
15000
20000
25000
30000
Mobile Desktop

25. Business Insider Is Leading The Mobile Charge
% Of Uniques From Mobile (US)
Source: comScore Media Metrix (December 2013)
WSJ, Bloomberg, Forbes,
Economist, CNNMoney
0%
10%
20%
30%
40%
50%
60%
Business Insider Business Category Average Tech Category Average
Mashable, The
Verge, Wired, Gizmodo,
Engadget, TechCrunch

26. For Most, Mobile Growth Has Been Anemic
Uniques From Mobile (US)
Source: comScore Media Metrix (December 2013)
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Business Insider Business Category Average Tech Category Average
Mashable, The
Verge, Wired, Gizmodo, Engadget,
TechCrunch
WSJ, Bloomberg, Forbes,
Economist, CNNMoney

27. 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

28. Mobile’s Share Of Total Visits Continues To Climb
Source: Google Analytics (January, 2014)
0%
10%
20%
30%
40%
50%
60%
0
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
iPhone iPad Android Blackberry Windows Share Of Total Visits
Share Of Total VisitsVisits
Visits By Device Vs. Share Of Total Visits

29. Source: Google Analytics, Business Insider
Mobile Makes Weekends Media Time
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
11/1/13 11/8/13 11/15/13 11/22/13 11/29/13 12/6/13 12/13/13 12/20/13 12/27/13 1/3/14 1/10/14 1/17/14 1/24/14 1/31/14
Desktop Visits Mobile Visits

30. Source: Google Analytics (January 2013)
Same For Off-Hours As Readers Juggle Their Devices
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
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
Visits From Smartphone Visits From Desktop
Average Visits Per Hour

31. Source: Google Analytics (January 2014)
Evening Is Tablet Time
Visits From Tablet Devices By Hour Of Day
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
12:00
AM
1:00
AM
2:00
AM
3:00
AM
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
Visits From Tablet

32. Mobile Is Transforming User Behavior
Source: Google Analytics
Mobile vVisits are shorter but more frequent
0
1
2
3
4
5
6
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14
Smartphone Visits Overall Pages/Visits

33. How has Business Insider
responded to the trend?

34. Consistent UX Across All Devices, Platforms
AppBrowser
“Mobile Parity”

35. 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.

36. Should we be
“mobile first?”
or
“mobile only?”

37. NO.

38. Digital is multi-screen.

39. People Like Big Screens

40. We Need Distribution On All Platforms
Personal Computers
Smartphones
Tablets
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E
Units
Source: Gartner, IDC, Strategy Analy cs, Company Filings, BI Intelligence Es mates
Global Internet Connected Device ShipmentsGlobal Connected Device Shipments

41. We should be everywhere.

42. 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.

43. Capital One Spark
Flash To HTML5 Banner Conversion
Tablet CTRs were
10X
better than
standard gif
and static ads.
Source: 1Internal Data

44. In-stream “Native” Mobile Placements (Sponsor Content)
Sponsor content in-stream on smartphones  Major uptick in engagement.

45. 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

46. So what’s next?

47. 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

48. THANK YOU