||The Inside Scoop on How to do Mobile from 3 Successful Media Companies
The Borrell Local Online Media Conference took place this past Monday and Tuesday in New York. Three media companies that are achieving significantly above average mobile advertising revenues shared how they do it.
Belo owns 15 TV stations in the US. According to Joe Weir, Belo's VP of Digital, their strategy is to be the local market leader. He said they do it with three principles:
Their structure starts with a director of product in each market who has a senior manager of emerging products, who oversees mobile coordinators and mobile developers.
Create ad opportunities beyond impressions and CTRs. That means for consumers, they are trying to create unique content experiences on mobile devices.
- Adapt the types of content, video and engagement for each device (smartphone, tablet, other).
- Partner with top minds in digital marketing.
They develop and niche content apps, such as weather, traffic, and sports apps. For example, in St. Louis, they sell sponsorship of their free app that follows the St. Louis Cardinals called Baseball StL. In Chicago, they sell a sponsorship on their Chicago Traffic Tracker app.
Besides major sponsorships, Belo sells content sponsorships, such as a sponsorship of their ski reports within an app or sponsorship of a video within the weather app. They will also sell mobile display along with the sponsorships on their mobile apps.
Brandon Grosvenor, SVP of Sales, Postmedia Network/National Post, a Canadian newspaper company, says: "If there is one thing we do well, it is engagement." They have found that the more engagement consumers have with Postmedia's mobile content, the longer the consumer stays on the mobile site. And the longer the consumer stays, the better the results advertisers receive from sponsorships and display ads.
Postmedia is concentrating their mobile efforts on display, sponsorship and video. Search can generate considerably mobile revenue, but Grosvenor said there are too many major players in the space for Postmedia to compete efficiently, and has decided to focus on their greatest opportunity for revenue success.
According to Grosvenor, the Postmedia strategy revolves around these simple concepts applied to mobile advertising:
Postmedia's sales structure is based on the concept of letting sales reps do what they do best: presenting to clients. Postmedia has hired Campaign Managers who know digital and mobile marketing well enough to develop recommendations that sales reps present. They have one Campaign Manager for every 3 salespeople.
Ask questions of your clients and listen to what they tell you they have as mobile needs.
- Customize audience solutions with these needs in mind.
Partner with "best in class" brands/providers to expand offerings.
Quantify expectations and be transparent with advertisers; for example, don't oversell.
CTR expectations when you believe you will have a hard time achieving them.
"Don't sell mobile. Sell the solution."
Grosvenor concluded by pointing out that overall mobile revenue is underperforming mobile usage and ad revenues will catch up with where the consumers are.
Nicole Faust is Director of Interactive Media at Meredith Broadcasting. Meredith owns 13 television stations. She said they anticipated a year ago that mobile page views would surpass desktop page views, but it is happening for them more quickly than they anticipated, with over half of their properties' mobile exceeding PCs last September.
In spite of the challenges, Meredith developed a 3-step strategy that is working:
(Source: John Potter, SVP/Professional Development, RAB)
Designing the right systems and the right products, such as content that displays properly on all devices, uniform URLs, a single point of publishing to all devices, new flagship apps for news, weather and other local content, video pre-roll, and consultation and design of client mobile sites. For the sales department, they developed a model of various recommendations..."if the client has these needs, recommend these products." Their order entry system is a single point for broadcast and digital products.
Pricing mobile is based on demand, but not selling so low it devalues the product.
Training for success by providing training for salespeople who train clients on how to move advertising from desktop to mobile.