Cross Platform Publishing - mail online

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    01-Jul-2015
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In this presentation Sean O'Neal from the Mail Online talks about the movement from printed newspapers to online media. As technology evolves the way we consume media changes, and so to cope with this Mail Online look to publish their news across multiple platforms ( mobile, tablet, desktop ) to capitalise on changes in the consumers. With focus on the mobile demographic, who take up more than 50% of their online readership.

Transcript of Cross Platform Publishing - mail online

  • 1. CROSS PLATFORM PUBLISHING

2. 4 YEARS AGO THE DAILY MAIL RETHOUGHT THEIR ONLINE PRESENCE AND STARTED ANEW. By taking the best of award-winning, journalism and a tradition of storytelling and marrying it with real-time analytics and the paperless freedom of the web, Mail Online became the top news site in the UK in 2 years. 3. TODAY THERE ARE 40 MILLION AMERICANS WHO COME TO THE SITE EVERY MONTH. 18-49 year old women tell us that they are "addicted" - and the research from comScore says they are each visiting us 22 times a month on average. 4. CONTRIBUTORS OF EDITORIAL CONTENT 150+ 5. LOS ANGELES 6. NEW YORK 7. LONDON 8. OPTIMIZED IN REAL TIME 9. 395,010,463 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 400,000,000 450,000,000 Global Visits Web and Apps 10. 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Global Visits - Desktop vs. Mobile Web & Apps Mobile Desktop 11. 15% 17% 18% 18% 20% 22% 25% 27% 27% 28% 30% 31% 33% 34% 36% 36% 37% 38% 42% 43% 43% 45% 45% 46% 85% 83% 82% 82% 80% 78% 75% 73% 73% 72% 70% 69% 67% 66% 64% 64% 63% 62% 58% 57% 57% 55% 55% 54% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 % Share of Total Visits - Desktop vs Mobile Apps & Web Desktop Mobile 12. 1.85 1.84 1.79 2.55 2.65 2.45 1.71 1.59 1.93 1.61 0.00 0.50 1.00 1.50 2.00 2.50 3.00 Desktop Browser HP EntrySmartphone Browser HP EntryTablet Browser HP EntrySmartphone App AverageiPhone AndroidTablet App Average iPad iPad Mini Android Tablet DIRECT Visitors No. of Daily Visits per Visitor by Application Desktop, Smartpho ne & Tablet Browsers Smartphone Apps Tablet Apps 13. 13.8 11.0 13.3 11.1 10.8 11.4 13.6 15.5 11.2 14.0 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 Desktop Browser HP Entry Smartphone Browser HP Entry Tablet Browser HP Entry Smartphone App Average iPhone Android Tablet App Average iPad iPad Mini Android Tablet DIRECT Visitors - Minutes per Visit by Application Desktop, Smartpho ne & Tablet Browsers Smartphone Apps Tablet Apps 14. 0% 10% 20% 30% 40% 50% 60% 70% 80% UK Device Use by Hour 15. UNIQUE OPPORTUNITIES Device type Day parting Personalization Choose which channels you want to sync What you want to see more and less of Aggregating the behavioural data 16. MOST POPULAR CONTENT APPS ARE FOR WEATHER, ENTERTAINMENT AND NEWS OPA - 2012 17. TABLET USERS COME FROM HIGHER INCOME HOUSEHOLDS OPA - 2012 18. NEARLY HALF OF TABLET USERS FIND NEWSPAPER AND MAGAZINE APP ADS RELEVANT & INTERESTING OPA - 2012 19. VIRTICLES THAT ARE INCREASING THEIR MOBILE SPEND 1. Government Services 860% 2. Employment 523% 3. Travel 495% 4. Fitness, Health, Wellness 200% 5. Telecommunications 100% 6. Retail 100% 7. Restaurants 100% 8. Real Estate 100% 9. Entertainment 100% 10.Automotive 100% 11.Consumer-packaged-goods 100% Source: Millennial Media 20. OVERALL TOP MOBILE SPENDING CATEGORIES 1.RETAIL 16% of all brand campaigns 2.ENTERTAINMENT 12% of all brand campaigns Source: Millennial Media 21. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND? Mobile Ads Drive Brand Lift! eMarketer April 2013 22. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND? Fisku Mobile Ad Report, June2013 23. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND? Fisku Mobile Ad Report, June2013 24. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND? 25. SOLUTIONS DRIVEN 26. Sticky Banner 27. Sticky Banner 28. Sticky Banner 29. Launches photo gallery 30. First Position: IMAGE 31. Second Position: INTERSTITIAL 32. Second Position: INTERSTITIAL To Activate 33. Activation: CTR OR EXPANDABLE 34. Third Position: IMAGE 35. IMAGE 36. Last Position: INTERSTITIAL 37. NEWS CONSUMPTION ON TABLET HAS DOUBLED IN LAST 10 MONTHS Digital News Report 2013 38. ONLINE / OFFLINE AGE GAP Digital News Report 2013 39. SOCIAL MEDIA IS #1 GATEWAY TO NEWS Digital News Report 2013 40. SOCIAL MEDIA STILL YOUNG Digital News Report 2013 41. Social media can humanize your brand readers can have a conversation with you over social 42. CUSTOMIZE YOUR CONTENT FOR SOCIAL Format for each social media channel Incorporate user-generated content Curate reader reactions and comments Publish something unique through social media that users cannot find Encouraging people to share it! 43. GLASTONBURY FACEBOOK PROGRAM Glastonbury is a massive music festival in the UK (similar to a British Coachella) MailOnline posted an outrageous photo of over 135,000 tents at the Glastonbury music festival and encouraged our Facebook fans to tag themselves and their friends. Supported the Facebook posts with tweets driving to the page. The story received a sharp increase in social traffic, and our Facebook post was viewed by over 22,000 people. http://dailym.ai/10na6fs 44. HEAT WAVE CROWDSOURCING MailOnline crowd sourced photos from Twitter to include in our Record summer heat wave story http://dailym.ai/11O1Kyu Fans and readers tweeted in their best summer heat wave pics to be featured in our gallery Results: Increased social sharing and conversation around the story 6% rise in traffic to the story from social media 45. SOME CONCLUSIONS 46. SOME CONCLUSIONS Digital Publishing = art + math 47. SOME CONCLUSIONS 50% of traffic is mobile 48. SOME CONCLUSIONS Each device has its own behavior, engagement 49. SOME CONCLUSIONS Mobile = unique opportunities Publish by device type Day parting Personalization Location Formatting is critical 50. SOME CONCLUSIONS Tablet users are wealthier (for now) Consumers like ads on tablet apps 51. SOME CONCLUSIONS News and Entertainment tablet apps rule BUT social media is #1 gateway to news for young people 52. SOME CONCLUSIONS Social media is changing publishing making it more of a conversation 53. SOME CONCLUSIONS Distribute content to consumers in their channels of choice, across any/all devices, and use data to listen and optimize 54. THANK YOU! Sean ONeal Global CMO @seanoNYC @mailonlinecomms LinkedIn.com/company/mailonline mailonline.com/advertising