Cross Platform Publishing - mail online
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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.
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Cross Platform Publishing - mail online
- 3. 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.
- 4. 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.
- 6. LOS ANGELES
- 7. NEW YORK
- 8. LONDON
- 13. 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
- 14. 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. 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
- 16. 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
- 17. 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
- 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% UK Device Use by Hour
- 19. 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
- 26. MOST POPULAR CONTENT APPS ARE FOR WEATHER, ENTERTAINMENT AND NEWS OPA - 2012
- 27. TABLET USERS COME FROM HIGHER INCOME HOUSEHOLDS OPA - 2012
- 28. NEARLY HALF OF TABLET USERS FIND NEWSPAPER AND MAGAZINE APP ADS RELEVANT & INTERESTING OPA - 2012
- 31. 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
- 32. OVERALL TOP MOBILE SPENDING CATEGORIES 1.RETAIL – 16% of all brand campaigns 2.ENTERTAINMENT – 12% of all brand campaigns Source: Millennial Media
- 33. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND? Mobile Ads Drive Brand Lift! eMarketer April 2013
- 34. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND? Fisku Mobile Ad Report, June2013
- 35. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND? Fisku Mobile Ad Report, June2013
- 36. WHY ARE ADVERTISERS INCREASING THEIR MOBILE SPEND?
- 37. SOLUTIONS DRIVEN
- 38. Sticky Banner
- 39. Sticky Banner
- 40. Sticky Banner
- 47. IMAGE
- 49. NEWS CONSUMPTION ON TABLET HAS DOUBLED IN LAST 10 MONTHS Digital News Report 2013
- 50. ONLINE / OFFLINE AGE GAP Digital News Report 2013
- 51. SOCIAL MEDIA IS #1 GATEWAY TO NEWS Digital News Report 2013
- 52. SOCIAL MEDIA STILL YOUNG Digital News Report 2013
- 54. Social media can humanize your brand – readers can have a conversation with you over social
- 55. 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!
- 56. 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
- 57. 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
- 58. SOME CONCLUSIONS
- 59. SOME CONCLUSIONS Digital Publishing = art + math
- 60. SOME CONCLUSIONS 50% of traffic is mobile
- 61. SOME CONCLUSIONS Each device has its own behavior, engagement
- 62. SOME CONCLUSIONS Mobile = unique opportunities • Publish by device type • Day parting • Personalization • Location • Formatting is critical
- 63. SOME CONCLUSIONS Tablet users are wealthier (for now) Consumers like ads on tablet apps
- 64. SOME CONCLUSIONS News and Entertainment tablet apps rule… BUT social media is #1 gateway to news for young people
- 65. SOME CONCLUSIONS Social media is changing publishing – making it more of a conversation
- 66. SOME CONCLUSIONS Distribute content to consumers in their channels of choice, across any/all devices, and use data to listen and optimize
- 67. THANK YOU! Sean O’Neal Global CMO @seanoNYC @mailonlinecomms LinkedIn.com/company/mailonline mailonline.com/advertising
Notas del editor
- AnalyticsCurating the home pageOnline editing has become an art of data + analytics
- MailOnline is a mobile publishing juggernaut. Every day we have 6 million visits from a mobile device (Omniture, May2013), across mobile browsers, Smartphone apps, and Tablet apps.
- Mobile publishing is creating an entirely new set of opportunities – for both the user and the content providerWe can publish by device typeWe can edit and serve advertising based on day partingPersonalization is possible at a different level – your total experience can be customized, users can choose which channels you want to sync, dictate what they want to see more and less ofAnd with “mobility”, location and behaviour can power what, when, and how content is published and consumed.
- For example, publishers can tell when someone is turning their mobile device upside down that they are laying down – you can program for that. I’m not sure how, but it is an opportunity!You don’t necessarily have to edit your content by platform or device – you certainly can edit titles and images so they are more “punchy” – but you DO need to *format* for device Fonts, for example, render best when condensed and more narrow.
- The overall page layout is also very important. Here’s an example of a MailOnline article displayed on a desktop monitor…
- Here’s that same story displayed on a tablet, non-optimized for mobile…
- And you can see what happens to that same article if displayed on a Smartphone, non-optimized. Pretty hard to read…
- Here is that same Smartphone article zoomed-in closer-up. You’d have to pinch-to-zoom in or out, or swipe around quite a bit to read this article.
- (scrolling)
- Fortunately for us, Entertainment and News content apps are amongst the most popular
- And some good news for our mobile advertisers, tablet users come from higher income households
- And even betternews for our advertisers, nearly half of tablet users find newspaper and magazine app ads RELEVANT and INTERESTING
- And the mobile ad dollars are finally starting to flow – here is eMarketer’s Global Spending Forecast…
- And here is the U.S. spending forecast.
- Where is the investment picking up the most?
- Which verticals are CURRENTLY enjoying the largest spend?
- So WHY are Advertisers Increasing Their Mobile Spend?
- Which is why we continue to invest not only in great mobile publishing products, but great mobile advertising solutions.
- Here’s an example of our new “sticky banner”
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- So we talked about how news consumption on the tablet is now up to 50% of total consumption…
- This appears to be driven largely by a younger audience, aged 18-44.
- And this audience – in the US – is relying pretty heavily on social media as a gateway to their news.
- A closer look at top mobile traffic countries – Brazil is one of the only where the “over 45” population is using social media to discover news as much as their younger counterparts.
- Social is a channel for discovery.Because of this, social media channels are becoming just as (if not more) important that your main web site.Information consumption has changed – aggregators, readers, newsfeeds are now a primary source of information.There are some people who will just never bookmark or come directly to your site.
- There is a difference between publishing for social – you want engagement, not just people reading your content. You want your readers to Respond, React, Comment, Share It is interactive vs. passive
- There is a difference between publishing for social – you want engagement, not just people reading your content. You want your readers to Respond, React, Comment, Share It is interactive vs. passive