Digital Download Series - Mobile

1. Presented by: Raul Vielma Director of Digital The Palm Beach Post rvielma@pbpost.com Shifting to Mobile Bill Ganon GM Local Markets Verve Wireless bill@vervewireless.com.com September 20, 2011 RealSolutions.PalmBeachPost.com

2. What you can expect from this workshop The evolution of media consumption The rapid adoption of mobile devices Mobile Market Overview Mobilizing for Success Clients taking advantage of these opportunities The mobile value proposition Mobile best practices 2 2

3. Increase in media choices continues to evolve In the beginning there was only one vehicle to reach consumers Now there are almost too many to count 3 3

4. 2011 not stopping media expansion… Augmented Reality 2011+ Advertising Social Coupons Mass adoption of QR codes 4 Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010

5. The Advertising Challenge "Half the money I spend on advertising is wasted. Trouble is, I don't know which half." John Wanamaker legendary Philadelphia retailer 5

7. Tailored / Relevant

8. 1:1

9. 2 way relationship

10. Engagement metrics

11. Interruptive

12. Non-personalized

13. Mass audience

14. One-way

15. Impression / click metrics6

17. Leading source of news and information

19. Mobile news generate highest frequency of use

20. Breaking News – a mobile killer app

21. New media to generate 22% of local advertising revenue by 2013 (Center for Media Research Annual Study) Sept. “40% of local content providers believe that mobile may be significant some day” ‘08 “80% of local content providers believe that mobile will be their main distribution channel within 3 years.” ‘09 7

22. Mobile Offers New Audiences 8

23. Mobile Offers New Audiences 9

24. Mobile Offers New Audiences Dec. 1, 2010 As of 6/23/11: BIA Kelsey increased forecast to $2.8B! “A majority of the growth mobile ads will experience over the next few years will come from an area all of the web is turning to: local. BIA/Kelsey is calling for U.S. mobile local ad dollars to rise from $213 million in ‘09 to $2.03 billion in 2014 (57 percent CAGR). For the past year, local was just getting started, as it represented only 44 percent of total U.S. mobile ad revenues last year. But by 2014, it will have a 69 percent share of the mobile ad market.” 10

25. Mobile Offers New Audiences February 8, 2011 Smartphones Outsell PCs By SARAH PEREZ of ReadWriteWeb According to IDC, smartphone manufacturers shipped 100.9 million devices in the fourth quarter of 2010, while PC manufacturers shipped 92.1 million units worldwide. Or, more simply put, smartphones just outsold PCs for the first time ever. 11

26. Smartphones Outsell Feature Phones 12

27. 13 Tablet Sales overtake PC Sales

29. 77% have contacted a business after seeing an ad

30. 44% actually purchased something.Google Ipsos – Think Insights” 14

31. 15 Tablet Use: Games, Information and Emails Source: AdMob by Google Tablet Survey March 2011

32. Mobile Offers New Audiences “Fastest growing technology in modern times” - Mary Meeker, Sr. Internet Analyst, Morgan Stanley (Spring ‘10) 16

34. College educated (57%)

35. Have children (32%)

36. Employed (54%)

37. Household income of $75,000 or more (41%)Top 5 ways mobile phone users use their phone: Make local and long distance calls (75%) Text (49%) E-mail (19%) News/Traffic (15%) Search (14%) 17 Currently own a mobile phone: 1,271,100 Source: 2010 Scarborough Report, Release 2

38. Fact or Fiction: Smartphone users FICTION! Fact or Fiction: Only young people use smartphones. Fact or Fiction: Smartphone users are just a bunch of single guys looking to hook up. FICTION! 18 Total Palm Beach County Adults: 1,025,700 Source: 2010 Scarborough Report, Release 1 Source: 2010 Scarborough Report, Release 2

39. Fact or Fiction: Smartphone users FACT! Fact or Fiction: Smartphone users make money. FACT! Fact or Fiction: Smartphone users are educated. 19 Total Smart Phone Users: 541,600 Source: 2010 Scarborough Report, Release 2 Source: 2010 Scarborough Report, Release 2

41. Feature phone: A low-end phone for calling, text messaging or basic Web activities

42. SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”

43. Native apps vs. web apps: Native apps are downloaded/stored on the device; web apps live on the Web and are viewed via the Internet.

45. Mobilizing for Success Longer Loading Time Shorter Loading Time

47. Fastest download speeds

48. Full offline usage and reporting of offline activity

49. Optimized for revenue generation23

51. Click through rates 4-5X higher (ad stays anchored at bottom)24 24

52. Web + Apps: Work Better Together High Mobile Web Page Views High Low Unique Users Mobile Apps Low 25

53. Avoid “Ready, Shoot, Aim!” approach Mobile Sites Applications Advertising How does my customer benefit? Should I advertise on mobile? ? Do I Need Mobile Web and Apps? Who’s going to manage all this? Tablets Applications Reporting Messaging Video Photos 26

54. Benefits of having a Mobile Strategy Highly personal media channel – “Look At”vs. “Listen To” environment Strengthen media reach against younger demos Clean, exclusive, “Leaderboard” on page presence for advertiser message Custom landing pages ensure clarity of advertiser offer Engagement tools offer unparalleled connection options for users Click through rates higher than basic online: avg. btwn .30 -.50. Apps higher. 27

55. Local Publisher Accounts and Categories

56. Automotive 29

57. Real Estate 30

58. Education 31

59. Bank / Finance 32

60. Bank / Finance 33

61. Bank / Finance 34

62. Events / Entertainment 35

63. Retail 36

64. Recruitment 37

65. Restaurants / QSRs 38

66. Grocery 39

67. Hospitals / Health Care 40

68. Home Services 41

69. Local Services 42

70. The Mobile Value Proposition 1 The Audience 2 TheOffer 3 TheResults 43

72. 2 The Mobile Ad Buy “The Mobile Marketing Pizza” 45

74. Closely associate your brand or service with quality content.

75. Where the bulk of your ad package value is contained.

76. Target by Daypart, Category, Device.Mobile Web Mobile App 46

77. The Mobile Marketing Pizza But Where Does the Mobile Click Go? 47

79. User clearly sees more about the advertised offer.

80. Enables advertiser to continue the dialog with the user through various forms of engagement.

81. Click to “Action”48

82. The Mobile Marketing Pizza The Toppings: Click to Action Menu Click to Email Click to Map Click to Call Emails easily sent back to advertiser Make a direct phone call with one touch Find a retail store near current location 49

83. Click to Call 50

84. Click to Email 51

85. Click to Map Denver Post – NAPA Auto Parts 52

86. “Deliver coupon or offers directly to customers” SMS (Short Message Service) 53

87. The Mobile Marketing Pizza *NEW* The “Stuffed Crust”: Expandable Banners Banner converts to “Panel” - fills the page  Device responds accordingly User selects click to map or call User taps the banner 54

88. Rich Media Reporting / Monitoring 55

89. 56 Best Practices/Techniques DON’T DO ✔ Consider developing a mobile application to offer new mobile functionality ✘ Rely on web-only communication ✔ Match up your most desired user action with the mobile response tool ✘ Settle for site visit ✘ Use usual website for mobile device ✔ Use mobilized landing pages to give your users best possible experience ✘ Rely on traditional Internet banner techniques (animation, wordiness) ✔ Keep your banner simply worded with call to action – rotate the creative ~ monthly

90. Questions? Bill Ganon, GM Local Markets Verve Wireless bill@vervewireless.com760-479-0055 Raul Vielma, Director of Digital Sales The Palm Beach Post rvielma@pbpost.com 561-820-4277 57