Research & Strategies for Media Owners in the age of the mobile and tablet

2. Insights for
Media Owners
Research & Strategies for
Media Owners in the age of
the mobile and tablet

3. 2359 Media
Asia’s leading mobile
consultancy

4. Strateg
Concept
Rich Media ADs AD Networks
Create
Marketing
(Outbound)
Mobility
objective Native APPs APP Stores
Enterprise (Internal) Mobile/Web APPs KPI Based Tracking
Full-service Consultancy

5. Experts in Mobile
With >50 successful projects and
counting, we help businesses
achieve success through
leveraging on mobile devices

6. Insights for
Media Owners
Research & Strategies for
Media Owners in the age of
the mobile and tablet

7. 54.7m
tablets to be sold in 2011
Source: Goldman Sachs 2010

8. Answers to
• What do tablet/mobile users do on
their devices through the day?
• How can tablet/mobile/web enhance
media owners’ shareholders’ value?
• What do media owners need to do?

9. Tablets
What do users do on
their tablets/mobile?

10. 4/3/2010 June 2010 December 2010
10,000 21,975 PUBLISHERS
$4.34 250,000 Publishers 25% Of
Daily Downloads
OF ALL APPLICATIONS 30% IS FREE
Reading is Fun... Again
Average Price Applications Free
In Top Free 100
6% OF APPLICATIONS FEATURE IN-APP PURCHASES
AVERAGE PAID APPLICATION PRICE; $5.36
ALL TIME MOST POPULAR FREE APPLICATIONS DAILY DOWNLOAD / REVENUE* VOLUME TOP OVERALL 100 – MARCH 2011
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ALL TIME MOST POPULAR PAID APPLICATIONS LARGEST CATEGORIES (NUMBER OF APPLICATIONS) – MARCH 2011
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Source:
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+

11. Tablets taking away PC Use: 43% spend more time with
their tablet than desktop; 1 in 3 use tablet more than
TV
“I spend more time each day on my tablet than...”
60.00
45.00
% of respondents
30.00
15.00
0
Read Paperbook Listen to radio Use my desktop/laptop Use my Smarphone Watch TV None of the above
Source: USA Today, 2011

12. Different Time of Day
Different Length of Time
When I am at the
Sometimes there are dentist’s or waiting for
For Breakfast I have a little breaks at work - bus, I just briefly check
cup of coffee & my then I just dare a quick the breaking news
favourite news app look at my App
In the evenings I make myself
comfortable and spend quality
time (25 minutes) reading my
App
6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 24:00
Smartphone iPad Computer

13. that seems familiar...
Tablet’s replicate the newspaper/magazine
type reading experience

14. The Business
How can tablets/
mobile/web enhance
media owner’s revenue

15. Current projections of newspaper
revenues 2010-2020 (conservative)
rWACC
Classified - 90%
Display - 30%
Sales depending
on price rises - x%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Revenues of publishers declining
Source: Axel Springer, 2011

16. 360° Satisfaction brings about
potential increase in revenue
$ = 100% +
$ = 100% 360° Customer
Satisfaction
$ = 60% Printed info-Snack
Newspapers
$ = 50% • Content
Tablet / PC lean-back Convenience
lean-back • Habitualized Package &
Fee Tablet / PC
Medium & Hardware
lean-back • high-end
Multimedia- Navigation • Printed News
Freemium Smartphone • low-end
• Haptics
App Smartphone
SMS / PDF-App
• Diferent • True and Tablet
Web & Twitter • 1:1 Digital
Newspaper Newspaper Apps, Web
Archive Services Newspaper
experience experience Access
info-Snack fastforward experience
• Actuality & • Home Delivery • Lease-Plan
• Home • Apps • Payment of
Functions • High Discount
“free” • PDFs Apps is
• Exclus, • Geo- learned
Source: Axel Springer, 2011

17. Revenue Channels for Mobile
Interactive banners Visually attractive
I’ll pay to remove Search engine ads
Advertising are interesting to ads to attract
ads work the best
play around with attention
App stores allow
for various Newspapers &
Content Pay walls models
payment methods Both magazines bought
Subscription being researched
(monthly, in-app, from news stands
etc.)

18. Healthy Mix of Ads & Distribution revenue
on digital the way to go for publishers
required revenue
Maintain/Increase distribution
ads paid content
ePublishing revenue
Ad Circulation
Revenues -Revenues
print
print

19. The Business
Model
What do media
owners need to
do?

20. 1 Get your content onto
the tablet devices
and start selling...

21. 2 Implement Subscription
to get regular subscribers and demographic
information

22. 3 Start selling rich media
ads
that are part of integrated inventory
(Print/TV/Online)

23. So how can we help?

24. The 2359
Advantage

25. End to End Product & Service for
Mobile Ads
Inventory
Creation Reporting
App Ad
Creation Creation

26. App
Creation
Brief:
• inSing.com as a lifestyle
magazine on tablets
• Increase effective media
ad space to drive revenues
The 2359 Solution:
‣ Magazine-style app
‣ Full page reading
‣ Intuitive gesture-based
navigation
Lean-back
experience

27. Create Inventory in Apps
In-App
Variety of Ad Units
Advertising
Banner
MobDis
App SDK
Full Screen Interstitials

28. Full Control of your App
Inventory
Publisher sold Ads
Remnant Inventory via Ad
network backfill
Serve Ads via MobDis App
SDK

29. Ad Creation
Ease of creation of interactive
rich-media ads for your
advertisers
MobDis

30. luxury-gadgets pay for the innovator s image and learning
how to trigger higher recognition rates with tablet-functions
Capabilities Interactions
below. They do not care for leads generated!
• Swiping
• Touch and Tap
• Drag and Drop
• Pinch and Zoom
• Drawing Canvas
• Accelerometer
Visuals
• 360 Imagery
• Animated Intro Sequence
• Transition of High Quality
Imagery
• Full-Screen Video
• Panoramic Virtual Tour
Call to action
• Social Sharing
• Click To Call/Email
• Visit Online Store within Ad
• Navigate to Nearest Store
32 2011-04-28 Growth Strategies for the New Media Landscape

31. 70% consumers prefer rich media ads
136% increase in click through rate
500% more engagement time
Rich Media Ads
Work Better

32. HTC Desire S
Brief:
• Promote the new HTC
Incredible S
The 2359 Solution:
‣ In-banner interactivity
‣ Intuitive gesture-based
navigation
Feature-packed
rich media
experience

33. HTC Desire S
Brief:
• Promote the new HTC
Incredible S
The 2359 Solution:
‣ In-banner interactivity
‣ Intuitive gesture-based
navigation
Feature-packed
rich media
experience

34. HTC Desire S
Brief:
• Promote the new HTC
Incredible S
The 2359 Solution:
‣ In-banner interactivity
‣ Intuitive gesture-based
navigation
Feature-packed
rich media
experience
http://www.youtube.com/
watch?v=vwx67FrLdtM

35. HTC Desire S
Brief:
• Promote the new HTC
Incredible S
The 2359 Solution:
‣ In-banner interactivity
‣ Intuitive gesture-based
navigation
Feature-packed
rich media
experience
http://www.youtube.com/
watch?v=vwx67FrLdtM

36. Reporting
Banner Ad
‣ Impressions
‣ Banner Interactions
‣ Clickthroughs
Landing Sites
‣ Duration
‣ User Travel Path
‣ Rich Media Starts
‣ User Conversion
Engagement Metrics integrated into Google Analytics

37. Your
Company
These publishers have gone mobile. What about
you?

38. Contact us for our
creative gallery &
pricing packages
Zhou Wenhan
(+65) 9047 7340
wenhan.zhou@2359media.com

39. 2359 Media
99B Tanjong Pagar Rd
Singapore 088520
Email: enquiries@2359media.com
www.2359media.com
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