cross platform publishing - mail online
DESCRIPTION
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
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