Overview of Mobile Marketing for The Women’s Circuit

March 8, 2007james@cincinnati.com

Cincinnati.Com’s Overall Strategy

Local Internet Market

Source: Scarborough 2006, Release 1

• Nearly 7 out of 10 of Greater Cincinnati and Northern Kentucky adults use the Web regularly.

•893,478 adults•Ahead of U.S. averages•66% of adults use the Web regularly.

• More than 4 out of 10 local Web users used Cincinnati.Com in the past 30 days.

• 7 of 10 adults use the Web for local store purchasing.

• More than 100 million Americans get news from the Web every day.

Base: NDM Adults 18+ Visited Cincinnati.Com network past 30 days (Cincinnati.Com, WCPO.com, Enquirer.com, Cincypost.com)

Cincinnati.Com Is…

#1 online reach in Greater Cincinnati.

An “umbrella” for 51 brands:– 4 daily newspapers– 31 free weeklies– 16 online-only

brands

Traffic:– 48M views/month– 5.5M visits/month– 3.7M users/month

A partnership of Gannett, Scripps.

Targeting ads by ZIP, age, gender.

Media Comparison

Base: NDM Adults 18+ Internet Users are adults who accessed the internet in the past 30 days; Visited Cincinnati.Com Network (Cincinnati.Com, WCPO.com, Enquirer.com, or Cincypost.com) in past 30 days; Visited Channel Cincinnati.com/WLWT.com, WKRC.com Fox19.com; DaytonDailyNews.com, WB64.net, Journal-News.com, MiddletownJournal.com in the past 30 days; Source: Scarborough 2005, Rel 2

Cincinnati.Com reaches 42% of local Internet users — more than any other local Web site

% of Adults Visited Website in Past 30 Days

1%

1%

1%

2%

12%

12%

17%

42%

0% 5% 10% 15% 20% 25% 30% 35% 40%

MiddletownJournal.com

Journal-News.com

WB64.net

DaytonDailyNews.com

Fox 19.com

WKRC.com

ChannelCincinnati.com/WLWT.com

Cincinnati.Com Network

Cincinnati.Com’s Audience

Base: NDM Adults 18+ Visited Cincinnati.Com network (Cincinnati.Com, WCPO.com, Enquirer.com, or Cincypost.com) in the past 30 days;Source: Scarborough Research 2005 Release 2, Cincinnati

Married women 25 years+Household income $75K+College educated

Demographics

Total Adults 18+

Have Visited Cincinnati.Com Network in Past

30 Days

Male 48% 46%

Female 52% 54%

18-24 13% 11%

25-34 18% 27%

35-44 21% 29%

45-54 19% 21%

55+ 29% 13%

HHI<$24,999 14% 5%

$25,000-$34,999 13% 7%

$35,000-$49,999 19% 17%

$50,000-$74,999 19% 19%

$75,000+ 35% 53%

<H.S. Grad 12% 5%

H.S. Grad 34% 20%

Some College+ 54% 75%

Married 56% 63%

Not Married 44% 38%

Presence of Children 41% 52%

54%

46%

Male

Female

GENDER

INCOME

AGE

EDUCATION

INDEX W/KEY DEMOS

7%5%

19%

52% 17%<$25,000

$25-$34,999

$35-$49,999

$50-$74,999

$75,000+

5% 20%75% <High

School

High SchoolGradSomeCollege orMore

MARITAL

62%

38%Married

Not Married

KKY +$75K: 153

Adults w/kids: 127

College-educ.: 139

7

Rapid Traffic Growth

Forecast

11% gain in 1 year.

30% gain in 2 years.

Rapid Audience Growth

* Source: Scarborough Research 2005 Release 2 and 2004 Release 2

GENDER: 2005 vs. 2004 2005 2004 Var. Var.%Male 45.6% 51.4% -6% (11%)

Female 54.4% 48.6% 6% 12%Total 100.0% 100.0% 0% 0%

AUDIENCE REACH (Past 30 Days)2005 vs. 2004 2005 2004 Var. Var.%

Adults 18+ 25.5% 23.9% 2% 7%Adults w/HHI +$75k 39.0% 32.2% 7% 21%Northern KY Adults 26.0% 22.2% 4% 17%

Adults w/kids <18 32.4% 25.9% 7% 25%College Educated 35.5% 32.8% 3% 8%

Reach increased 7% last year.

Rapid gains among adults w/high income (index of 153).

More women are turning to Cincinnati.Com more often.

Rapid growth among parents (index of 127.)

Hyper-Local Strategy

Home pages for 239 communities in Ohio, Ky., Ind.

Content from users, all sources.

User items published (’06):Submitters: 7,961Stories: 6,514Photos: 4,552Total: 11,066

Private Label Products

CincinnatiUSA.com our largest private label.

Is produced for the CincinnatiUSA Regional Tourism Network (501c3).

Is official tourism promotion Web site for the region.

Empowers users to plan trips, find and book hotels, find places to eat and drink, purchase tickets, etc.

Multimedia Content

New video channel features video stories from Enquirer, USATODAY.com.

Video ad spots run inside and outside video channel.

Enquirer newsroom producing video, audio, Flash to accompany stories on a daily basis.

Social Networking Models

Online community with high reach and frequency

Uses content from all media sources

Leverages user-submitted content

Social networking

Demographic Targeting

Variable ExampleVisiting domain uc.eduZIP code 45219Age 25Gender FemaleConnection type Dial-upState IndianaArea code 317Content being consumed SportsHour of day; day of week M-F 9-11Prior content consumed RedsPrior ads viewed Cars

Targeting Examples

A hospital wishes to reach males and females with news of its expanded cardiac care facility. Their online campaigns target:–Adults over 45 years of age–ZIP codes near the hospital–Gender-specific creatives

A pizza restaurant owner wants to reach Elder High School students within a three-mile radius of her restaurant. Her online campaigns target:–Visitors under age 19 site-wide in ZIPs near the school

–Readers of Cincinnati.Com's Prep Sports channel

Targeting Examples

A communications company wants to promote its prepaid wireless products to young adults in the urban core and also to parents in the suburbs. Their online campaigns:– Promote the hip features of the product to:

Users 24 and underCity ZIP codesCiN Weekly readers

– Promotes the economy of the product to:Users 40 and overZIPs in the suburbs

A month in advance of baseball season’s Open Day in Cincinnati, a downtown hotel wants to out-of-towners planning their visit. Online campaigns target:– Louisville, Indianapolis, Nasvhille, Columbus– Sports and Reds channels

Cincinnati.Com’s Mobile Products and Strategies

Why Use Mobile?

Young, upscale, active users–Elusive 18-24 year-old market–Elusive non-Web, non-print consumers

Reaches users in “off hours”Connect with customers 24/7Create one-to-one relationships with customers

Deliver compelling and entertaining advertising

Direct response

Who are Local Mobile Users?

Base: NDM Adults 18+that subscribe to a wireless/cellular phone serviceSource: 2005 Scarborough, Release 2

More Than 6 out of 10 Adults (866,661 Adults) Subscribe to a Wireless/Cellular Phone

Demographics

Total Adults 18+

Wireless/Cell Phone Subscriber

Male 48% 49%

Female 52% 52%

18-24 13% 14%

25-34 18% 20%

35-44 21% 24%

45-54 19% 19%

55+ 29% 23%

HHI<$24,999 14% 8%

$25,000-$34,999 13% 10%

$35,000-$49,999 19% 17%

$50,000-$74,999 19% 22%

$75,000+ 35% 44%

<H.S. Grad 12% 9%

H.S. Grad 34% 31%

Some College+ 54% 61%

Married 56% 63%

Not Married 44% 37%

7 of 10 currently subscribe to a mobile plan

Are 80% More Likely to be planning to switch cell providers in the next 12 months than the average adult

116% More Likely to be planning to buy a cell phone in the next 12 months

Adults 18-24

Base: NDM Adults 18+; Subscribe to a wireless cell phone service; planning to switch wireless/cell phone providers in the next 12 months; planning to buy a wireless cell phone service in the past 12 months; Source: 2005 Scarborough, Release 2

Market-leading Cincinnati Bell Wireless losing customers to national carriers.

Local Carrier Share

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Cincinnati BellWireless

CingularWireless

Nextel Sprint PCS T-Mobile VerizonWireless

Virgin Mobile Other

2004

2005

-15%

+25%

+51%

-1%

+8%

-6%

-80%

+49%

Base: NDM Adults 18+ who use a cell phone carrier; wireless/cell phone carriers currently useSource: Scarborough, 2004 Release 2, 2005 Release 2

Wireless/Cell Phone Carrier Currently Use

Red Percentage Number = Percentage of Change 2004 Vs. 2005

Samsung and Motorola have grown market share substantially from 2004 to 2005.

Local Handset Share

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Audiovox BlackBerry Kyocera Motorola Nokia Panasonic Samsung Sanyo SonyEricsson

Other

2004

2005

-60%

N/A

-38%

+20%

-20%

+11%

+52%

+37%

Base: NDM Adults 18+ by wireless/cell phone handset brand currently useSource: Scarborough, 2004 Release 2, 2005 Release 2

Wireless/Cell Phone Handset Brand Currently Use

-25%

+49%

Red Percentage Number = Percentage of Change 2004 Vs. 2005

Local Internet Share

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Dial-up Cable DSL WirelessInternet

OtherConnection

ISDN

2004 2005

-21%

+6%

+38%

333%N/A

Type of Internet Connection Household Uses2004 vs. 2005

N/A

Red Percentage Number = Percentage of Change 2004 Vs. 2005

Base: NDM Adults; Type of Internet Connection HHLD uses; Source: 2005 Scarborough, Release 2

From 2004 to 2005, the Number of Households with a Wireless Internet Connection Increased by 333%

Mobile Products, Strategies

1. Mobile-formatted websites (WAP)

2. Mobile alerts (opt-in SMS messages)

3. SMS queries (responses to queries via SMS)

4. Helping advertisers who are new to mobile

Mobile-formatted Websites

“Umbrella” site–Unifies content from all areas of Cincinnati.Com Network

–Organizes content by TOPIC, NOT by provider.–Classifieds, Enquirer, Post, WCPO, CiN Weekly, etc.–Searchable–Support for Web-enabled personalization

Mobile-formatted Websites

News products: Enquirer example–Continuously updated–Dynamically senses, formats for all handsets–Will feature local and national advertising–Part of a national ad sales network

Mobile-formatted Websites

Local Classifieds: New product–All classifieds–Searchable–Browseable–Rich data–Search tools for cars, jobs

Opt-in SMS Messages

Breaking News

CiN Weekly events, offers

CincinnatiUSA.com offers

Sports news (by team)

Sports scores (by team)

Traffic alerts (by route, time)

Weather forecast (by ZIP)

Severe weather alerts

Daily jokes

Helping Novice Advertisers

Mobile advertising segment = Web in 1994Most companies don’t have mobile-formatted websites or mobile strategies

Typical strategy:–Impart wisdom and give good, honest advice.

–Don’t sell mobile to the wrong customers.

–Package mobile with non-mobile to ensure ROI.

–Encourage experimentation.–Manage expectations.

Helping Novice Advertisers

Mobile bannerMobile Banner sizes Pixels File Size

Large Image Banner 215 x 34 <2K file size

Medium Image Banner 167 x 30 <2K file size

Small Image Banner 112 x 20 <1K file size

Text Tagline (to go underneath the banner) 16-24 characters

Landing page

Web vs. Mobile Traffic

Traditional Web analytics systems won’t work well

Best technique: Analysis of server logs

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

12A 1 2 3 4 5 6 7 8 9 10 11 12P 1 2 3 4 5 6 7 8 9 10 11

Web

Mobile

Web vs. Mobile Traffic

Web usage heavily commercial, professional, daytime

Mobile usage off hours, non-Web audiences

Mobile Site Considerations

Mobile websites are branded by their utility, not through logos or designs

Mobile address must be memorable.Should leverage, or relate to, Web address.Remember: Users are, or often perceive themselves to be, paying for access to your site. Is it easy to tap on standard

keypads?–“http://m.cincinnati.com” can be 14 to 64 taps depending on keypad and browser

Seek out promotional partnerships.

SMS Considerations

1. Should be 125 characters or less.2. Should be infrequent.3. Remember users perceive (and usually

are) paying to receive messages.4. If recurring, users should control timing of

receipt.5. Links may not be clickable (depends on

carrier).6. Branding difficult: Many users won’t

remember sender.7. Novelty overcomes intrusiveness

(recipients thankful).8. Unsubscribe rates still extremely low.

Humble Origins

ABOVE: Bell 1960’s prototype.

LEFT: Motorola’s Martin Cooper with the DynaTAC 8000X in 1983. Cooper made the first analogue mobile phone call in 1973.

RIGHT: Handsets from the late 1980s to early 2000’s.

Apple’s iPhone

Phone + PDA + GPS + iPod