It has been some time since I first remember trying to sign The Guardian to the YOC media network, sometime in 2009. From memory at the time, 4th Screen were selling around 1 million page views per month. I have posted below the latest figures from their site**, that figure now stands at 6.2 million and generates more unique browsers and monthly page views than their iOS, Android and iOS tablet apps combined. These figures are somewhat surprising but not because their mobile internet has the biggest pull, rather that their mobile traffic has only 6 fold in 4 or so years and all their mobile channels are not generating significant page impressions.
I have always been an advocate for mobile internet and I do get and understand that having an app strategy for print and digital publishers makes perfect sense. After all, I have personally been involved in building so many for clients as such, why wouldn’t I think this. My bigger question is why is their mobile internet site and apps not generating higher levels of uniques or monthly page impressions? We know they have an award winning app and their paid for model seemed to work and made them a small profit after development costs.
But… why is their mobile internet site generating far less monthly page impressions in ratio to their applications? And… are their applications generating enough impressions in ratio to the unique users?
Generating 6.2 million page impressions from 2.5 million unique browsers can be averaged out that for every one customer visiting the site once a month is only generating 2.5 page impressions per visit. I am guessing that their customers are visiting more than once a month which would mean they are generating even less impressions per visit (just divide the impression number by the number of visits). As you can see from these states it becomes somewhat disappointing and raises some concern. Maybe I am interpreting unique browsers wrongly as unique users, but it sounds like the same thing to me.
Again applying the same principle generating 1 million page impressions from 34,000 uniques can be averaged out that for every 1 customer using the app once a month is generating about 30 impressions per visit. Like their mobile internet users the reality is they are visiting more than once a month and therefore the impressions they generate per visit are even less.
Lets look at the rest, again applying the same methodology…
45,113 monthly uniques generating 3.45 million page impressions equates to 1 customer visiting once a month generating 75 page impressions per visit.
11,000 monthly uniques are generating 1.2 million page impressions equates to 1 customer visiting once a month generating 110 page impressions per visit.
In summary, it shows that their Android app is generating a much richer experience than their other channels. Or maybe Android users are just more engaged than iOS users. We have to be careful here as their mobile internet site will have traffic from all devices but overall the statistics suggest that most of their mobile site users are less engaged than their app users.
In my experience, working with print and digital publishers it is typical for a user to generate up to 10 impressions per visit but at an absolute minimum of visiting the site or apps 2 to 3 times a week. This would mean you would have to divide those impressions (generated by the users) by approximately 12. In doing that, the numbers would suggest that only their Android app and iPad app are delivering a rich experience where the user is most engaged generating 9 to 6 impressions per visit respectively. The others fall well short of this and their mobile internet site alarmingly so.
2.5 million monthly unique browsers
6.2 million monthly page views
Users are accessing a broad range of content through m.guardian with the top five most visited sections being world news, football, sport, technology and Comment is free. Comment is free alone delivers over 250,000 page views per month – an indication that users are valuable opinion leaders.
An award winning iPhone app featuring video, live blogs and more that is available free to users in the US.
34,000 monthly unique browsers
1 million monthly page views
With steady growth in unique browsers of almost 50% over the last four months, the iPhone app is another strong performer in GNM’s mobile portfolio. What’s more, the proportion of heavy users is high at just over 50%. That, combined with a strong frequency metric for user behaviour, indicates a very loyal and engaged audience.
In addition to the regular news content, users have a strong preference for football, sport and business content.
We launched our critically acclaimed iPad app in October 2011 and since then it has been downloaded more than 500,000 times (globally). With a clean, modern design and easy navigation the Guardian iPad app is immensely readable.
45,113 monthly unique browsers
3.45 million monthly page views
Free to download and available from the Android market worldwide it contains the latest news, sport, comment, reviews, videos, podcasts and picture galleries from the Guardian website.
11,000 monthly unique browsers
1.2 million monthly page views
The app delivers a globally minded audience of opinion leaders and the most popular sections include football, Comment is free and world news.
Furthermore, over one in three are heavy users and this has steadily increased over the last few months – an indication that user loyalty and engagement is growing.
SOURCE**: Guardian (http://www.guardian.co.uk/advertising/mobile?newsfeed=true)
Posted by ] Patricio Robles
For many years, mobile has been the ‘next big thing’ for advertisers. And to be sure, the market for mobile ads has grown by leaps and bounds in dollar-terms.
The latest figure evidencing the growth of mobile as an advertising medium: according to comScore, the number of advertisers in the U.S. running mobile campaigns has grown exponentially in the past two years.
When comScore looked at Ad Metrix Mobile data for 600 of the mobile internet‘s properties in April, the number of advertisers was 689, an increase of more than 120% from two years ago.
In theory, mobile will have a key role to play in most multichannel advertising strategies in the future, and the timing appears to be right now. Thanks in large part to the rise of smart phones and greater use of the mobile internet, advertisers are increasingly experimenting with mobile ads. And in many cases, they should be liking what they see.
According to a recent study, click through rates on mobile search ads are 2.7% higher on average than their desktop counterparts.
But there’s still a huge amount of room for growth. Right now, comScore says that the mobile content and publishing category accounts for 50% of mobile ads served, with consumer discretionary representing another 26%.
That means more than three-quarters of mobile ads cover just two categories. Lucrative categories, like financial services, aren’t as prominent — yet.
The key to continued growth of mobile advertising would appear to be continued smart phone ownership. According to comScore, smart phone users access their mobile browsers and mobile apps at much greater clips than their feature phone-owning counterparts, 82.3% and 85% to 19.1% and 15.9%, respectively.
Currently, 31% of mobile phone owners have a smart phone. But that number is increasing rapidly; last year, just 20% of mobile phone owners in the U.S. owned a smart phone.
The numbers make it clear: if the number of smart phone owners keeps going up, so too will the number of advertisers spending on mobile ads. In turn, publishers already active in mobile will see more opportunities to build ad revenue, and publishers not active in mobile will have greater incentives to develop a mobile strategy.
My Comments on the below:
I am a bit late finding this article but there you go. I find the stats really interesting. Despite the fact they offer shoes for all, I am guessing here that their main user base is made up of Women. I can instantly relate to their experience. If I look at my partner who since purchasing her an android phone (6 months ago), who by the way is a kind of techno-phoebe, has moved from a 0 to a 10 user of the mobile internet (0 being not at all and 10 being everyday more than once). However, despite this amazing change of her use of phones not once has she been bothered by apps. This is not because she is not aware or has not tried them but she is used to searching for content when she wants. She finds it easy. She already knows which sites she has interest in and what sites she would buy clothes/shoes and whatever other flavour. It is interesting as her peers also share the same thought process, yet their male counterparts and very engrossed into both mobile internet & apps. In fact the more I think about it especially apps that help them not have to think for themselves or games of course! Anyhow, before I digress, this supports the experience shoes.com has described. As women, being the main demographic (again this is an assumption) of shoes.com, they are comfortable and familiar with SEARCH (and aren’t we all, no matter our gender) hence making more purchases via the mobile site than apps. Therefore, as long as the e-commerce site is mobile optimised and the URL re-directs are in place then their customers will happily discover and purchase via the mobile internet site (as we in the industry call m-commerce, a transaction made via the mobile device).
In the early adoption days of mobile internet we saw that many publisher, media owners and e-commerce sites were receiving anywhere up to 5% of their users online coming from a mobile device. Whilst with one hand this was positive news, with the other it was bad. As the sites that were not optimised for mobile you can start to work out the potential loss of revenues and/or damage to the brand/media owner by delivering a poor user experience and/or no real payment flow. Traditional publishers and media owners quickly woke up when they saw these stats. However, the retail industry was very slow to react. It wasn’t until Steve Jobs created the iPhone and apps that they retail sector started to take the space semi-seriously. It is great to see now how retailers or e-commerce sites are starting to understand and experience this space better and as the article suggests ‘not just jumping on the app-bandwagon’.
Posted By ] Rimma Kats
SAN FRANCISCO – A Brown Shoes Co. exec at the Mobile Shopping Summit said that 85 percent of mobile purchases come from the shoes.com mobile site and not its applications, proving that retailers should focus on having a Web presence before jumping on the app bandwagon.
Panelists during the “Mobile Roadmap Part I: Key Evaluation Criteria For Developing Your Initial Mobile Platform – The Keys To Mobile Merchandizing” session discussed the challenges and success their companies face with mobile. The panel was moderated by Marci Troutman, CEO of Sitminis, Atlanta.
“We had a strong ecommerce platform,” said Pete Hogan, vice president of ecommerce at Brown Shoe Co., St. Louis. “We were seeing a lot of agencies contact us about mobile and there were few players in the game two years ago.
“Eighty-five percent of our mobile sales come from the mobile Web and not apps,” he said.
Future of mobile
According to Mr. Hogan, the company’s long-term mobile strategy will involve the use of HTML5 to provide a richer experience to consumers on their mobile devices.
For companies that are looking to develop mobile sites or apps, it is important to keep the consumer in mind and try to make the overall mobile commerce experience as seamless as possible.
“Think about your business and how many times people touch your business,” Mr. Hogan said. “If you’re Starbucks then it’s daily, if you’re McDonalds it’s weekly.
“If our customer is a registered customer, we wanted to make sure we auto filled their shipping information,” he said. “That’s where you help them save time.”
A majority of consumers who download applications to their mobile devices do not use most of them.
A mobile site is an ideal tool to capture that consumer at the point-of-sale, per the panelists.
However, companies wanting to enter the application space should make sure that their apps provide a different experience than the mobile site. A lot of the time, mobile apps are geared towards loyalists, pushing deals and alerts to them daily.
There needs to be an incentive for consumers to click on that app icon when they want to shop instead of going to the company’s mobile site.
The mobile site, on the other hand, is an access point for existing and potential customers and should be treated with that in mind.
Brown Shoe first developed a mobile site and then an iPhone application.
Currently, the company has three iPhone applications, three mobile-optimized sites and three Android apps.
According to Mr. Hogan, the company’s mobile site mimics its ecommerce site and now features personalized recommendations and ratings.
“We tried to add most of the bells and whistles,” Mr. Hogan said. “However, there are still a few missing things.
“Tracking is also important – we can see when customers are coming to our mobile properties,” he said. “The ROI is trackable.”
Dale Monson, senior vice president of operations at The Sportsman’s Guide, said that the company is currently working on a second version of its mobile site.
Although the company has a mobile presence, Mr. Monson said that it has not invested in marketing efforts to promote its applications.
“When we launched our iPhone app, we wanted to make sure we were in the market,” Mr. Monson said. “The main challenge we had was a lot of items on our Web site and it’s difficult to push that into the mobile and have consumers shop easily.
“However, we have not had a good marketing program yet to push the downloads,” he said. “We have not invested in marketing efforts for our apps.”
Posted By ] Giselle Tsirulnik
There is no question as to whether consumers have embraced smartphones with open arms, and the mobile Internet has finally reached enough scale to offer critical opportunities for marketers, according to Yahoo Inc.
According to Yahoo’s report, “Mobile Internet – Delivering on the Promise of Mobile Advertising,” brands have not yet realized the full potential of mobile advertising. In order to do so in 2011, brands need to approach mobile as a channel and not just a strategy.
“Mobile Internet came of age in 2010, offering advertisers the scale, tools and technology to develop effective campaigns and vie for a fair share of major media budgets,” Yahoo says in the executive summary of the report. “However, mobile advertising still lags behind the opportunity.
“Will brands realize the full potential of mobile in 2011? To do so, marketers will need to approach mobile as a channel, not a strategy, albeit a particularly effective channel due to its ability to connect with consumers in a very personal way.
“If it feels like mobile phones are everywhere, it’s because they are.”
Mobile phones are personal devices and consumers are unusually attached to them, claiming they are an extension of their person and psyche, per Yahoo.
This dependence on the mobile device is for more than just voice services. Consumers are consuming a huge amount of content via their devices, with the Internet at the top of the content consumption food chain.
According to Yahoo, 86 percent of mobile Internet users surf the mobile Web while watching television.
Consumers are increasingly relying on their mobile devices for shopping, checking bank balances, locating restaurants or stores, navigating routes, monitoring health, paying bills, downloading music and videos, texting friends and making phone calls.
Yahoo says these behaviors prove that consumers have embraced smartphones with open arms and mobile Internet has finally reached enough scale to offer critical opportunities for marketers.
And then came the tablet.
Yahoo says in its report that tablets have emerged as a potential contender for screen dominance. With approximately 10.3 million tablet users in 2010 and that number expected to reach 82.1 million by 2015, tablets such as the iPad have undoubtedly caused a disruption in the mobile space.
In 2012 tablet sales will grow to 36 percent of U.S. PC sales, according to Yahoo, and this number will likely outstrip notebooks/mini-PCs, which are expected to be 32 percent of overall PC sales.
IPad users are open to advertising, especially if coupled with an interesting video (49 percent) or interactive features (46 percent), according to Yahoo.
There are obvious opportunities having to do with mobile advertising.
“Faster network speeds, function-rich smartphones and tablets, a burgeoning portfolio of applications and more engaging ad formats like screen takeovers and expandable ads enable mobile to compete with more established media,” the Yahoo report says. “As for mobile’s position in the media rankings, the facts speak for themselves.
“Mobile attracts younger, more affluent and more educated consumers and delivers on performance benchmarks such as awareness, message association and purchase intent,” it says.
Yahoo claims the most important function of the mobile device, as it pertains to marketing, is its ability to move the consumer through the purchase funnel.
Fifty percent of mobile users claim they have gone on to make a purchase after researching on their device, per Yahoo. A whopping 90 percent of mobile users access the Internet while in retail locations, turning the device into a sort of shopping companion.
According to Yahoo, mobile advertising is most effective when campaigns are coupled with online display. The company said in its report that the combination of mobile and online amplifies budget efficiencies and achieves synergies that increase key metrics such as awareness and purchase intent.
To prove this point, integrated mobile and PC campaigns resulted in a 54 percent increase in brand awareness, a 46 percent increase in brand favorability and a 42 percent increase in aided brand awareness, according to Yahoo.
Additionally, click-through rates on a movie campaign on mobile are 30-times higher than the PC counterpart. Ad recall scored 15 percent higher among users who viewed a mobile ad than any other channel.
“Use mobile ad buys strategically to smooth over audience troughs when traditional advertising traffic diminishes during work hours and on weekends,” Yahoo says in its report. “Mobile is finally scalable enough to be an extension of an advertiser’s communication strategy and should be incorporated into all buys.”