Why Publishers Must Go All in on Mobile
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The document discusses the rapid growth and dominance of mobile devices, which make up ~60% of connected devices and account for 20% of total internet traffic. It highlights the shift from feature phones to smartphones, the cannibalization of PCs by tablets, and changing media consumption habits, emphasizing the need for businesses to adapt their digital strategies to engage consumers on mobile platforms effectively. The document also outlines the challenges and opportunities mobile presents for advertisers, particularly in terms of ad spend versus time spent on mobile media.
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Why Publishers Must Go All in on Mobile
- 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.
- 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