purch_t-mobile strategic native opportunities_061615
TRANSCRIPT
Custom Native SolutionsJune 2015
Purch Optimized Pages#1 Optimal Strategy for T-Mobile Partnership
Why Purch Optimized Pages
• We’ve heard our partners and built Optimized Pages, a new product dedicated to delivering our partners’ messaging to the marketplace in an authentic and credible manner.
• We’ve drawn inspiration from one of the most notable web design evolutions of this decade, Responsive Design – a philosophy that most companies have adopted over the past few years in order to better improve their consumers’ user experiences.
• Optimized Pages are a digital experience that brings intenders further down the purchase funnel quickly and seamlessly, while engaging with our content and our brands.
• By introducing this new clutter-free environment, we are able to drive more revenue for our advertising partners.
Optimized Pages OverviewA User-Centric Approach That Delivers Targeted Messaging to Drive Powerful Results
Best Wireless Carriers 2015Features• We strip product content pages that are highly
relevant to your messaging of all standard ad formats and non-essential site navigation
• Editorial content stays the same but receives a cleaner, uncluttered presentation. Product images and pull quotes get better cleaner presentation
• Your highly relevant messaging gets natively integrated into the flow of content where the user was organically seeking information
Benefits• All distractions are removed from page providing a
better experience for the user and assuring higher engagement
• Your promotions directly relate to what the user was looking for and therefore add value to the experience, resulting in many times the engagement standard ads capture
Best Wireless Carriers 2015
The Benefits of Purch Performance Package
Clutter-Free• We don’t use standard IAB ads within our
optimized pages, which alleviates distraction and enables our users to explore our content and our partners’ content quickly and effortlessly
Ease of Purchase• Banner ads are replaced with “Buy Now”
buttons integrated throughout the experience, creating an easy call-to-action for users to purchase products
Our Users Our Advertising Partners
Your Brand, Front & Center• Without manipulating the content on the
page, we optimize the experience to better channel interest and engagement in our partners’ products
Seamless Integration• Your brand will be seamlessly integrated
into the page content which enhances the user experience
Purch Native SolutionsCustomized and Created for T-Mobile Brand Ownership
Switched and Hitched: A Honeymoon Across AmericaPresented by T-Mobile
Concept Overview
*We can leverage other industry talents and actors, if T-Mobile has a specific talent preference
• Kevin Michaluk*, Chief Media Officer of Mobile Nations decides to surprise his wife and take her on the road trip of a lifetime for their honeymoon this summer. Kevin, an enthusiastic Canadian must now find the right cell phone carrier to provide him with the right network coverage that will give him the ultimate honeymoon while cruising across the U.S.
• In doing his research, it looks like through its Network, T-Mobile offers the coverage that Kevin needs so he and his wife can talk, text and share all the memories they create while on this exciting new journey!
• Kevin surprises his wife with perfect vehicle to take to T-Mobile on its test drive across the country – the new Tesla Model S P85D!
T-MOBILE COMMUNICATIONS PLATFORM: NETWORK
Switched and Hitched Native Destination
Program Details• In collaboration with T-Mobile, Purch Custom Solutions will produce a 10-week series, documenting
Kevin’s epic honeymoon.
• Each week, we’ll launch a new episode on Mobile Nations with content that includes:
High quality videos
Journalistic-style text content
Social posts (e.g., Tweets, Instagrams, Periscope live streams and more)
• From horseback riding in Wyoming to sipping chardonnay in Sonoma, everything Kevin and his wife do will be reinforced by T-Mobile's powerful network coverage.
• They’ll introduce the Purch audience to several different people along the way – a hotel owner, a chef, musician, perhaps a friend they are visiting along the way – all showcasing how T-Mobile enhances every experience. Here, we can emphasize the many benefits of T-Mobile’s coverage, including Gogo, Music Freedom and Wifi Calling
• Custom hashtags for the campaign (e.g., #switchedandhitched and #TMobileNationwide) will enable Kevin and the Mobile Nations editorial team to comment, share and engage our social audiences –again, courtesy of T-Mobile’s coverage.
• Potential opportunity for sweeps/contest where users can win a new smartphone* and a one year contract with T-Mobile by helping Kevin pick his final honeymoon destination
*Potential to leverage T-Mobile handset partners
Content Execution and Distribution• Native Content Destination
on Android Central
• VCA Unit: 540x185, 628x145 Native Traffic Driver
• In-article videos
• Mobile Scrolling Interstitial
VCA Traffic Driver
Native Destination Custom Features
• Written content
• Videos
• Instagram Photo Journey
• Tweets
• Periscope posts
• Character Bios
• Interactive/Animated Road Trip Map
• Mileage Updates from Tesla
• Integration of T-Mobile Content (e.g., Test Drive promotion, Switch Without a Hitch )
Videos
Instagram Photo Journey
Interactive Map and Character Bios
In-article Video
Video
Leave-behind
Mobile Scrolling Interstitial w/Video
User scrolls up/down through editorial content and brings the video into view
User can watch video and scroll to the right to engage further with T-Mobile
After user is finishing with the content, they can continue to scroll back through Purch editorial
‘The Switchers’ Local Event ActivationsPresented by T-Mobile
Concept Overview
• Purch Custom Solutions will partner with T-Mobile to launch a new series of activation-driven “Switchers” events across the country.
• We’ll invite prospective T-Mobile customers, T-Mobile VIP customers, local influencers and Purch readers to an intimate event in four target cities where T-Mobile has a major network presence.
• Each event aligns with T-Mobile’s “Switch without a Hitch” messaging, and will offer an easy platform for consumers to seamlessly transition between their carriers by signing up for an “un-contract.”
• By partnering with local tastemakers, tech experts and T-Mobile brand ambassadors, we’ll generate excitement and champion T-Mobile as the “Un-carrier” among lower funnel “Switchers” who are currently in-market for a new provider.
T-MOBILE COMMUNICATIONS PLATFORM: DEMAND GEN
Custom Email Invitation
Program DetailsEvents Overview• Event cities and venues are TBD and will be based upon
approval by T-Mobile
• Event will include cocktails, canapés and conversation with like-minded influencers including and similar to YouTube sensations Unbox Therapy* and Marques Brownlee*, culinary rising stars, T-Mobile endorsers, and more
• On-site T-Mobile branding with “un-contract” activation stations for attendees to make the switch!
Giveaways and Brand Integrations• On-site sweepstakes for guests to win a new phone**
(possible to tie in a handset sponsor) with immediate contract activation available on site
• Engage with the crowd by handing some guests a new smartphone** to use during the event to post pictures and videos on Twitter and Instagram with the hashtag #theswitchers, to showcase the power of T-Mobile’s network
• Potential Brand Integration for T-Mobile*: exclusive YouTube video from one of our YouTube stars featuring T-Mobile to launch on their channel and also at the Switchers events
*Subject to availability and talent fees;**Potential to leverage T-Mobile handset partners
Wrap-up article
Program Details“Ultimate Switcher” Social Contest
• Additionally, we can launch a social campaign that helps us find each host city’s “Ultimate Switcher’ through an Instagram video contest. Once we determine each city’s winner, he/she will represent T-Mobile as a brand ambassador within each of their respective cities.
• Each “Ultimate Switcher” will be present at their local city’s event where we will interview them and capture exciting moments from their evening through videos and photos. All content will live on Android Central and will be promoted across Purch.
• The winners will also receive a new phone with a one-year contract from T-Mobile*
*Pending approval from T-Mobile
Social integration
Content Execution and Distribution• Live event with opportunities to build out digital content
to live beyond the event (e.g., video, social, written articles)
• Customized email invite to potential guests
• On-site integration may include:
On-site T-Mobile branding with “un-contract” activation stations for attendees to make the switch!
Integration of T-Mobile’s Demand Gen messaging (e.g., Switch Without a Hitch, Jump!)
• Digital content may include:
1 Wrap Up article after each event
Custom VCAs promoting content from the event (could live on YouTube)
In- article videos
Twitter and Instagram before, during and post event with photos, video recaps
Custom email invitation
Warp-up article
John Legere on Android CentralGuest Editor Sponsorship
Concept Overview• John Legere will takeover Android Central and
act as a guest editor for the day*
• Android Central will give T-Mobile the right platform to continually engage with a deeply connected audience of tech and mobile enthusiasts who want to have these interactions with industry leaders such as John Legere
• T-Mobile will have a fixed position on the homepage that will drive to a destination for all curated content that he writes
• Potential topics may include: Net Neutrality Contracts (and the death thereof) The role of a CEO in the mobile space
— serve the company (by law, yes), but what about serving the customers?
The state of rap music Data privacy — does it even exist anymore? John’s favorite devices – why an iPhone? Phones and cars — what can be done to
make things safer? Phones and kids — when’s the right age? Ask John Legere! (AMA)
T-MOBILE COMMUNICATIONS PLATFORM: DEMAND GEN
*Timing will be 1x per week throughout the duration of T-Mobile’s campaign
Homepage integration including logo on nav bar and article call-out
Content Execution and Distribution• Homepage presence on Android
Central navigation bar
• Featured posts on Android Central homepage to promote Guest Editor Sponsorship
• Native content destination on Android Central that includes: Written articles Videos Photos Social T-Mobile Demand Gen messaging
• VCA sand CCUs that will drive traffic to native destination
Native Blog page
Native VCA Traffic Driver
Content Execution and Distribution
CCU Traffic Driver
Content Execution and Distribution
Apple Handoff ExperienceNative Content Execution
Concept OverviewT-Mobile’s Nationwide Network and Apple Handoff
• To promote awareness and understanding of T-Mobile’s Nationwide Network
• Apple Handoff enables use of a variety of Apple devices to work on a task
• Devices include: iPhone, iPad, iMac, and MacBook
• For this event, a user will create, edit and present a Microsoft PowerPoint document while traveling across the United States
• The document will be: Started on iMac in a home in Los Angeles [home WiFi] Edited on iPhone in a taxi in Los Angeles [T-Mobile Network] * Edited on iPad in-air to Chicago [not connected] Edited on iPhone in a taxi in Chicago [T-Mobile Network] * Edited on MacBook Air in a hotel in Chicago [T-Mobile Network] * Edited on iPad the next morning in a taxi in Chicago [T-Mobile Network] * Edited on a MacBook Air in-air to New York [not connected] Edited on an iPad in a taxi in New York [T-Mobile Network] * Presented on a MacBook Air in New York customer’s office [T-Mobile Network] *
T-MOBILE COMMUNICATIONS PLATFORM: NETWORK
* The PowerPoint file will be uploaded to iCloud for backup and downloaded at the beginning of each editing session to assure the integrity of the presentation.
Content Execution and Distribution• Native Content Destination
on iMore
• Custom 970x250 Billboard
• VCA Unit: 540x185, 628x145 Native Traffic Driver
Native article page
Native Section Front for Articles
Content Execution and Distribution
Native VCA Traffic Driver
Content Execution and Distribution
Custom 970x250 Billboard Traffic Driver to Apple Handoff article pages
Content Execution and Distribution
AppendixAudience Data
Purch Leads in Reach for the Tech Vertical
Purch
IDG Network
Ziff Davis Tech
CNET
AOL Tech
The Verge
Gizmodo.com
Wired
Yahoo Tech
Digital Trends
About.com Tech
eHow Tech and Electronics
51,426,000
45,131,000
42,399,000
31,588,000
20,254,000
11,980,000
11,031,000
9,616,000
9,036,000
8,093,000
7,849,000
5,199,000
Total U.S. Digital Population (Desktop/Laptop or Mobile)
Source: comScore U.S. Media Metrix, Total Digital Population. Top Sites in Tech-News Category, April 2015
Oct2013
Nov2013
Dec2013
Jan2014
Feb2014
Mar2014
Apr2014
May2014
June 2014
July2014
Aug2014
Sept2014
Oct2014
Nov2014
Dec2014
Jan2015
Feb2015
Mar2015
Apr 2015
25,000
30,000
35,000
40,000
45,000
50,000
55,000
CNET Ziff Davis Tech IDG Network Purch
U.S. Digital Audience TrendsMonthly Unique Visitors (Total Digital Population: Desktop/Laptop or Mobile)
Source: comScore U.S. Media Metrix Multiplatform
[in thoouands]
Purch Leads in Reach to Visitors In-Market for a Smartphone
comScore U.S. Media Metrix and Plan Metrix, April 2015 – use phone almost every day for mobile tasks; and tech early adopter
Purch
Ziff Davis Tech
IDG Network
CNET
AOL Tech
THEVERGE.COM
GIZMODO.COM
About.com Technology
Yahoo Tech
Wired
DIGITALTRENDS.COM
eHow Tech And Electronics
12,040,000
9,470,000
8,484,000
7,253,000
3,944,000
2,232,000
1,973,000
1,718,000
1,662,000
1,540,000
1,371,000
1,208,000
U.S. Digital Population (Desktop, Laptop or Mobile)
Plan Metrix and Media Metrix, April 2015
Purch
IDG Network
Ziff Davis Tech
CNET
AOL Tech
About.com Technology
TheVerge.com
Gizmodo.com
Wired
DIGITALTRENDS.COM
Yahoo Tech
eHow Tech And Electronics
4,651,000
3,713,000
3,422,000
2,586,000
1,646,000
884,000
884,000
804,000
673,000
644,000
550,000
324,000
Purch Leads in Reach to Current T-Mobile CustomersU.S. Digital Population (Desktop, Laptop or Mobile)
1st Party TargetingPurch Visitors on Purch SitesAudience Extension Re-TargetingPurch Visitors on Sites Not In the Purch Portfolio
Up To:
1 million non-T-Mobile customers ready to switch carriers10 million unique visitors in-market for a smartphone 3.5 million current T-Mobile customersWe can also target by:
Current carrierCurrent smartphone OEMCurrent plan type
Purch Targeting and Retargeting Opportunities
Source: Bluekai, U.S. unique visitors last 30 days as of June 9, 2015
In partnership with Bluekai and Proximic, Purch captures data on visitors to its sites. Purch uses this data to target and retarget advertiser creative to the audiences described in the previous. slides.
Amplifying Contextual Targeting
Thank You