CROSSPLATFORMPUBLISHING

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.

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.

CONTRIBUTORSOF EDITORIAL CONTENT

150+

LOS ANGELES

NEW YORK

LONDON

OPTIMIZED IN REAL TIME

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

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

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

1.85 1.84 1.79

2.552.65

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, Smartphone & Tablet

BrowsersSmartphone Apps Tablet Apps

13.8

11.0

13.3

11.1 10.811.4

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, Smartphone & Tablet

BrowsersSmartphone Apps Tablet Apps

0%

10%

20%

30%

40%

50%

60%

70%

80%

UK Device Use by Hour

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

MOST POPULAR CONTENT APPS ARE FOR

WEATHER, ENTERTAINMENT AND NEWS

OPA - 2012

TABLET USERS COME FROM HIGHER INCOME

HOUSEHOLDS

OPA - 2012

NEARLY HALF OF TABLET USERS FIND NEWSPAPER

AND MAGAZINE APP ADS RELEVANT & INTERESTING

OPA - 2012

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

OVERALL TOP MOBILE SPENDING CATEGORIES

1.RETAIL – 16% of all brand

campaigns

2.ENTERTAINMENT – 12% of all

brand campaigns

Source: Millennial Media

WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND?

Mobile Ads Drive Brand Lift!

eMarketer April 2013

WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND?

Fisku Mobile Ad Report, June2013

WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND?

Fisku Mobile Ad Report, June2013

WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND?

SOLUTIONSDRIVEN

Sticky Banner

Sticky Banner

Sticky Banner

Launches photo gallery

First Position: IMAGE

Second Position: INTERSTITIAL

Second Position: INTERSTITIAL

To Activate

Activation: CTR OR EXPANDABLE

Third Position: IMAGE

IMAGE

Last Position: INTERSTITIAL

NEWS CONSUMPTION ON TABLET HAS DOUBLED IN

LAST 10 MONTHS

Digital News Report 2013

ONLINE / OFFLINE AGE GAP

Digital News Report 2013

SOCIAL MEDIA IS #1 GATEWAY TO NEWS

Digital News Report 2013

SOCIAL MEDIA STILL YOUNG

Digital News Report 2013

Social media can humanize your brand – readers can have a conversation with you over social

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!

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

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

SOMECONCLUSIONS

SOMECONCLUSIONS

Digital Publishing = art + math

SOMECONCLUSIONS

50% of traffic is mobile

SOMECONCLUSIONS

Each device has its own behavior, engagement

SOMECONCLUSIONS

Mobile = unique opportunities• Publish by device type• Day parting• Personalization• Location• Formatting is critical

SOMECONCLUSIONS

Tablet users are wealthier (for now)

Consumers like ads on tablet apps

SOMECONCLUSIONS

News and Entertainment tablet apps rule…BUT social media is #1 gateway to news for young people

SOMECONCLUSIONS

Social media is changing publishing – making it more of a conversation

SOMECONCLUSIONS

Distribute content to consumers in their channels of choice, across any/all devices, and use data to listen and optimize

THANK YOU!Sean O’NealGlobal CMO@seanoNYC

@mailonlinecomms

LinkedIn.com/company/mailonline

mailonline.com/advertising