SlideShare a Scribd company logo
1 of 46
Download to read offline
Making Mobile Money

Options (& Reality Check)
 for Community News
       Publishers
Amy Gahran

Contentious.com
amy@gahran.com
   @agahran
Resources:

CommunityMobile.tumblr.com
Looking WAY ahead...
Dude, where’s my audience?
Meet your near-future
      audience
Mobile Revenue for Community Publishers
If you want to keep
having a digital audience,
      you MUST get
     mobile-friendly!
      (small screen)
Go check your site on
 a smartphone now.
Mobile Revenue for Community Publishers
Expecting big
local mobile ad $ today =
Mobile Revenue for Community Publishers
Mobile Revenue for Community Publishers
Mobile Revenue for Community Publishers
Mobile ads: the $20B Mirage
 "$20B is a big number, and it got me thinking. How can it be that
the industry's richest and most sophisticated players are unable to
  grab such a big pile of money? They have brains and computers,
     they’re aware of the situation. Is there a deeper problem?

 "We get closer to the heart of the matter when we look at a
common thought pattern, an age-old and dangerously misleading
                          algorithm:

The [new thing] is like the [old thing] only [smaller | bigger]

          - Jean-Louis Gassée, Monday Notes, June 2012
Mobile Revenue for Community Publishers
Mobile Revenue for Community Publishers
Mobile Revenue for Community Publishers
Local search is going mobile
Mobile Revenue for Community Publishers
Apps: Not best for
    community news
• Extra cost, extra project to manage.
• Users must discover, download, remember
  to run your app.
• Almost certainly only serves network ads:
  not compelling to users, low payout.
• If you still want an app anyway:
  Verve Publisher apps look good & work.
Mobile web strengths
• Mobile search visibility: HUGE for local! As
  of May 2011: 20% of Google searches are
  local, 40% on mobile!
• Good local mobile ads + good mobile site
  = happy local mobile users = happy
  advertisers.
• Complements text alerts w/ story links
  (better than ad links.)
Local mobile
 ads: almost,
   but not
   quite...
Only
homepage
mobile ad:
bottom of
page, hard
 to read.
Mobile Revenue for Community Publishers
Mobile Revenue for Community Publishers
Near-term biz opp:

Sell mobile landing pages,
not just mobile display ads
Mobile Revenue for Community Publishers
Conversion points from
mobile landing page or ad
•   Click to call          •   Direct purchase

•   List signup (e-mail,   •   Site registration
    text alerts)
                           •   App download
•   Event RSVP
                           •   Coupon/deal
•   Appointment or
                           •   Other?
    reservation

•   Quiz/survey (for
    prequalification,
    other)
Once a client’s mobile site is up,
   you can make money on it
 (hosting, traffic, updates) even
when they advertise elsewhere.
     *Because they will. Roll with it.
Mobile Revenue for Community Publishers
Mobile Revenue for Community Publishers
Sell service & guidance
for a mobile presence!

    ...not just ad space
1. Make your news site
    mobile-friendly
• What’s your CMS? Wordpress makes
  going mobile easy & cheap w/ themes,
  plugins.
• Use device detection on server to
  route mobile traffic.
• Best approach: Responsive design
  (when you’re redesigning your site).
2. Include mobile banner slots
 • 2 on every page: Top (banner) &
   bottom (banner or tile)
 • Standard MMA sizes: 300x50,
   320 x 50, 300 x 200.
 • Ad server? You don’t necessarily need
   one. Depends on whether you’re
   running network ads, metrics you’re
   tracking.
3. Become a white label reseller
     of mobile landing pages
•   MobiFriendly.com has a LOT of templates &
    tools for various business types, plus form builder.
    Min monthly spend/site: $30 (Setup cost: ?)

•   Landr.co: Easy to use, cheaper: $10/month/site.
    (Setup cost: ?)

•   OR charge a setup fee to help clients build
    their own mobile site (it they want to own it)

•   If you’re nonprofit: Flavors.me mobile $20/
    year, no templates, so guide clients to set up their
    own site. Google GoMo free 1st year only (about
4. Offer to build mobile
           banner ads
•   Big obstacle for most local small businesses:
    effective mobile banner ad creative.

•   Google display ad builder: Drag-and-drop
    banner creative tool, for Adwords users.

•   Or just create ads in InDesign or Photoshop.

•   Free? Maybe do 1-2 for free, charge more for
    extra?

•   Premium service? Advertisers change ad copy
    in an hour or day?
Mobile Revenue for Community Publishers
5. Fill unused ad slots
   with network ads
• Ad server probably needed for this.
• Xad & YP.com offer best local mobile
  banner geotargeting. NOT Doubleclick!
  (geotargeting only at country level!)
• Pay? From sites comparable to community
  news publishers, $50-$250/month
6. Offer opt-in text
          news alerts
• Consumers love these, but HATE ads in them.
• SMS provider to check out: RedOxygen.com.
  (DON’T let ad networks power your SMS!)
• Drive traffic to your mobile-friendly story pages.
• Where visitors will see compelling, relevant local
  mobile display ads (yours, not network’s).
• And then click through, or call advertisers.
Opt-in text alerts
• Consumers HATE ads in news text alerts.
• SMS provider to check out: RedOxygen.com.
• Drive traffic to your mobile-friendly story pages.
• Where visitors will see compelling, relevant
  local mobile display ads (yours, not network’s).
• And then click through, or call advertisers.
You can do WAY better
       than this!
How to price/sell this?
Bottom line
• You need to go mobile anyway, fast!
• So do your advertisers, with their own sites
• You can provide value by selling services to
  help them navigate this transition
• You can make some $ off mobile display ads
• You’ll be well positioned for the mobile ad
  market when it booms
• ...If it booms.
Mobile Revenue for Community Publishers
Resources:

CommunityMobile.tumblr.com

More Related Content

Viewers also liked

What's So Special About Mobile?
What's So Special About Mobile?What's So Special About Mobile?
What's So Special About Mobile?Sara Quinn
 
What is-Mobile-Marketing-mehmettanlak.com
What is-Mobile-Marketing-mehmettanlak.comWhat is-Mobile-Marketing-mehmettanlak.com
What is-Mobile-Marketing-mehmettanlak.comUniversity
 
Prototyping for responsive web design
Prototyping for responsive web design Prototyping for responsive web design
Prototyping for responsive web design mrscammels
 
Mobile Mega Trends to Change the World
Mobile Mega Trends to Change the WorldMobile Mega Trends to Change the World
Mobile Mega Trends to Change the WorldAkash Shrivastava
 
Growth Hacking, Disrupt the Business with Mobile!
Growth Hacking, Disrupt the Business with Mobile! Growth Hacking, Disrupt the Business with Mobile!
Growth Hacking, Disrupt the Business with Mobile! TheFamily
 
Baromètre mobile marketing association france 3ème trimestre 2013
Baromètre mobile marketing association france  3ème trimestre 2013Baromètre mobile marketing association france  3ème trimestre 2013
Baromètre mobile marketing association france 3ème trimestre 2013Thierry Pires
 
10 Important Design Changes to iOS 7
10 Important Design Changes to iOS 710 Important Design Changes to iOS 7
10 Important Design Changes to iOS 7Ratio
 
Mobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entreprise
Mobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entrepriseMobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entreprise
Mobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entrepriseservicesmobiles.fr
 
The web you were used to is gone. Architecture and strategy for your content.
The web you were used to is gone. Architecture and strategy for your content.The web you were used to is gone. Architecture and strategy for your content.
The web you were used to is gone. Architecture and strategy for your content.Alberta Soranzo
 
SEO for Mobile Apps
SEO for Mobile AppsSEO for Mobile Apps
SEO for Mobile AppsAbdul Malick
 
Mobile Marketing Stats Automotive Dealers Should Know
Mobile Marketing Stats Automotive Dealers Should KnowMobile Marketing Stats Automotive Dealers Should Know
Mobile Marketing Stats Automotive Dealers Should Knowcreativeeyeball
 
China App Index: Will mobile kill the TV star? [July 2013]
China App Index: Will mobile kill the TV star? [July 2013]China App Index: Will mobile kill the TV star? [July 2013]
China App Index: Will mobile kill the TV star? [July 2013]WandouLabs
 
Form Factor is the Message: How the Devices We Use Shape the Messages and Con...
Form Factor is the Message: How the Devices We Use Shape the Messages and Con...Form Factor is the Message: How the Devices We Use Shape the Messages and Con...
Form Factor is the Message: How the Devices We Use Shape the Messages and Con...Future Insights
 
Smart contents in multi screen
Smart contents in multi screenSmart contents in multi screen
Smart contents in multi screenSeungyul Kim
 

Viewers also liked (17)

What's So Special About Mobile?
What's So Special About Mobile?What's So Special About Mobile?
What's So Special About Mobile?
 
What is-Mobile-Marketing-mehmettanlak.com
What is-Mobile-Marketing-mehmettanlak.comWhat is-Mobile-Marketing-mehmettanlak.com
What is-Mobile-Marketing-mehmettanlak.com
 
You can't beat the experience November 2014
You can't beat the experience November 2014You can't beat the experience November 2014
You can't beat the experience November 2014
 
Prototyping for responsive web design
Prototyping for responsive web design Prototyping for responsive web design
Prototyping for responsive web design
 
Mobile Mega Trends to Change the World
Mobile Mega Trends to Change the WorldMobile Mega Trends to Change the World
Mobile Mega Trends to Change the World
 
Growth Hacking, Disrupt the Business with Mobile!
Growth Hacking, Disrupt the Business with Mobile! Growth Hacking, Disrupt the Business with Mobile!
Growth Hacking, Disrupt the Business with Mobile!
 
Baromètre mobile marketing association france 3ème trimestre 2013
Baromètre mobile marketing association france  3ème trimestre 2013Baromètre mobile marketing association france  3ème trimestre 2013
Baromètre mobile marketing association france 3ème trimestre 2013
 
10 Important Design Changes to iOS 7
10 Important Design Changes to iOS 710 Important Design Changes to iOS 7
10 Important Design Changes to iOS 7
 
Mobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entreprise
Mobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entrepriseMobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entreprise
Mobile is not mobile - 7 phénomènes disruptifs* à prévoir dans l’entreprise
 
The web you were used to is gone. Architecture and strategy for your content.
The web you were used to is gone. Architecture and strategy for your content.The web you were used to is gone. Architecture and strategy for your content.
The web you were used to is gone. Architecture and strategy for your content.
 
SEO for Mobile Apps
SEO for Mobile AppsSEO for Mobile Apps
SEO for Mobile Apps
 
Chiffres du mobile en france
Chiffres du mobile en franceChiffres du mobile en france
Chiffres du mobile en france
 
Mobile Marketing Stats Automotive Dealers Should Know
Mobile Marketing Stats Automotive Dealers Should KnowMobile Marketing Stats Automotive Dealers Should Know
Mobile Marketing Stats Automotive Dealers Should Know
 
China App Index: Will mobile kill the TV star? [July 2013]
China App Index: Will mobile kill the TV star? [July 2013]China App Index: Will mobile kill the TV star? [July 2013]
China App Index: Will mobile kill the TV star? [July 2013]
 
Form Factor is the Message: How the Devices We Use Shape the Messages and Con...
Form Factor is the Message: How the Devices We Use Shape the Messages and Con...Form Factor is the Message: How the Devices We Use Shape the Messages and Con...
Form Factor is the Message: How the Devices We Use Shape the Messages and Con...
 
Smart contents in multi screen
Smart contents in multi screenSmart contents in multi screen
Smart contents in multi screen
 
Create great UIs for budget phones
Create great UIs for budget phonesCreate great UIs for budget phones
Create great UIs for budget phones
 

More from Amy Gahran

Mobile engagement for your community
Mobile engagement for your communityMobile engagement for your community
Mobile engagement for your communityAmy Gahran
 
Mobile community engagement
Mobile community engagementMobile community engagement
Mobile community engagementAmy Gahran
 
Mobile strategy for community news and engagement
Mobile strategy for community news and engagementMobile strategy for community news and engagement
Mobile strategy for community news and engagementAmy Gahran
 
Mobile landscape for community/ethnic media
Mobile landscape for community/ethnic mediaMobile landscape for community/ethnic media
Mobile landscape for community/ethnic mediaAmy Gahran
 
Why mobile matters
Why mobile mattersWhy mobile matters
Why mobile mattersAmy Gahran
 
What is mobile news?
What is mobile news?What is mobile news?
What is mobile news?Amy Gahran
 

More from Amy Gahran (6)

Mobile engagement for your community
Mobile engagement for your communityMobile engagement for your community
Mobile engagement for your community
 
Mobile community engagement
Mobile community engagementMobile community engagement
Mobile community engagement
 
Mobile strategy for community news and engagement
Mobile strategy for community news and engagementMobile strategy for community news and engagement
Mobile strategy for community news and engagement
 
Mobile landscape for community/ethnic media
Mobile landscape for community/ethnic mediaMobile landscape for community/ethnic media
Mobile landscape for community/ethnic media
 
Why mobile matters
Why mobile mattersWhy mobile matters
Why mobile matters
 
What is mobile news?
What is mobile news?What is mobile news?
What is mobile news?
 

Recently uploaded

Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 

Recently uploaded (20)

Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 

Mobile Revenue for Community Publishers

  • 1. Making Mobile Money Options (& Reality Check) for Community News Publishers
  • 5. Dude, where’s my audience?
  • 8. If you want to keep having a digital audience, you MUST get mobile-friendly! (small screen)
  • 9. Go check your site on a smartphone now.
  • 15. Mobile ads: the $20B Mirage "$20B is a big number, and it got me thinking. How can it be that the industry's richest and most sophisticated players are unable to grab such a big pile of money? They have brains and computers, they’re aware of the situation. Is there a deeper problem? "We get closer to the heart of the matter when we look at a common thought pattern, an age-old and dangerously misleading algorithm: The [new thing] is like the [old thing] only [smaller | bigger] - Jean-Louis Gassée, Monday Notes, June 2012
  • 19. Local search is going mobile
  • 21. Apps: Not best for community news • Extra cost, extra project to manage. • Users must discover, download, remember to run your app. • Almost certainly only serves network ads: not compelling to users, low payout. • If you still want an app anyway: Verve Publisher apps look good & work.
  • 22. Mobile web strengths • Mobile search visibility: HUGE for local! As of May 2011: 20% of Google searches are local, 40% on mobile! • Good local mobile ads + good mobile site = happy local mobile users = happy advertisers. • Complements text alerts w/ story links (better than ad links.)
  • 23. Local mobile ads: almost, but not quite...
  • 27. Near-term biz opp: Sell mobile landing pages, not just mobile display ads
  • 29. Conversion points from mobile landing page or ad • Click to call • Direct purchase • List signup (e-mail, • Site registration text alerts) • App download • Event RSVP • Coupon/deal • Appointment or • Other? reservation • Quiz/survey (for prequalification, other)
  • 30. Once a client’s mobile site is up, you can make money on it (hosting, traffic, updates) even when they advertise elsewhere. *Because they will. Roll with it.
  • 33. Sell service & guidance for a mobile presence! ...not just ad space
  • 34. 1. Make your news site mobile-friendly • What’s your CMS? Wordpress makes going mobile easy & cheap w/ themes, plugins. • Use device detection on server to route mobile traffic. • Best approach: Responsive design (when you’re redesigning your site).
  • 35. 2. Include mobile banner slots • 2 on every page: Top (banner) & bottom (banner or tile) • Standard MMA sizes: 300x50, 320 x 50, 300 x 200. • Ad server? You don’t necessarily need one. Depends on whether you’re running network ads, metrics you’re tracking.
  • 36. 3. Become a white label reseller of mobile landing pages • MobiFriendly.com has a LOT of templates & tools for various business types, plus form builder. Min monthly spend/site: $30 (Setup cost: ?) • Landr.co: Easy to use, cheaper: $10/month/site. (Setup cost: ?) • OR charge a setup fee to help clients build their own mobile site (it they want to own it) • If you’re nonprofit: Flavors.me mobile $20/ year, no templates, so guide clients to set up their own site. Google GoMo free 1st year only (about
  • 37. 4. Offer to build mobile banner ads • Big obstacle for most local small businesses: effective mobile banner ad creative. • Google display ad builder: Drag-and-drop banner creative tool, for Adwords users. • Or just create ads in InDesign or Photoshop. • Free? Maybe do 1-2 for free, charge more for extra? • Premium service? Advertisers change ad copy in an hour or day?
  • 39. 5. Fill unused ad slots with network ads • Ad server probably needed for this. • Xad & YP.com offer best local mobile banner geotargeting. NOT Doubleclick! (geotargeting only at country level!) • Pay? From sites comparable to community news publishers, $50-$250/month
  • 40. 6. Offer opt-in text news alerts • Consumers love these, but HATE ads in them. • SMS provider to check out: RedOxygen.com. (DON’T let ad networks power your SMS!) • Drive traffic to your mobile-friendly story pages. • Where visitors will see compelling, relevant local mobile display ads (yours, not network’s). • And then click through, or call advertisers.
  • 41. Opt-in text alerts • Consumers HATE ads in news text alerts. • SMS provider to check out: RedOxygen.com. • Drive traffic to your mobile-friendly story pages. • Where visitors will see compelling, relevant local mobile display ads (yours, not network’s). • And then click through, or call advertisers.
  • 42. You can do WAY better than this!
  • 44. Bottom line • You need to go mobile anyway, fast! • So do your advertisers, with their own sites • You can provide value by selling services to help them navigate this transition • You can make some $ off mobile display ads • You’ll be well positioned for the mobile ad market when it booms • ...If it booms.

Editor's Notes

  1. \n
  2. \n
  3. \n
  4. I know you all want to make more money today, but let’s think strategically.\n\nLooking far ahead...\n
  5. Your online audience for next year, and in coming years, has got to come from somewhere. \n\nOtherwise your audience will look like this.\n\n(Look familiar to anyone in the newspaper business?)\n
  6. Notice: They’re all under 30, and all on their smartphones.\n\nWho here does demographic research for their audience? \n- % under 30?\n\nIf you make your offerings mobile friendly, that % may increase fast.\n
  7. These numbers just out this week from Pew Internet\n\nNew stats just out this week from Pew\n\n2/3 US adults under 30 own smartphones\n- nearly 60 of ages 30-49\n\nAnd they are on them all the time.\n\nAre you?\n
  8. You need a mobile-friendly website no matter what, even if you don’t directly monetize it in any way. \n\nRemember newspapers that resisted seriously going online? What happened to their audience, and their subscriber base -- and then thir ad base?\n\nYou need to go mobile simply to stay accessible and competitive.\n
  9. Really, I’ll wait.\n\nEven better, look it up on someone else’s smartphone\n\nWhose site loads a mobile-optimized version?\n\nWhere are the ads or other revenue drivers in that layout?\n
  10. I was struggling with this presentation because for community news sites, I don’t think the local mobile ad revenue picture looks good.\n\nAt least not for the next few years. Not for community and most niche news site.\n\nThe mobile ad market really isn’t set up with community news sites in mind.\n\nYou need to go mobile fast anyway, but you won’t make much money on it for a little while.\n
  11. I know you’re all looking for revenue.\n\nBut there’s a long road ahead toward directly monetizing mobile, and it ain’t made out of yellow bricks.\n\nStill if you set out on this road, you will find rewards.\n
  12. So let’s go off to see the wizard... Or at least check out her powerpoint slides.\n
  13. May 2012 at AllThingsD conference, Mary Meeker explained the huge opportunities she sees in mobile advertising. \n\nPeople spend a lot of time on their phones. So far, advertisers spend little money to reach them there.\n
  14. This is good news for advertisers; bad news for publishers.\n\nBasically, advertisers only need to spend 75 cents on mobile ads to have the same reach as a desktop ad for $3.50\n- I think the categories refer to advertiser types.\n\nHow can a community publisher be expected to earn a living on that???\n
  15. But a lot of other very smart people are skeptical about big claims of potential mobile ad market size, and the revenues that may come from it.\n
  16. Don’t panic, there is some good news ahead.\n
  17. Chill. Take a deep breath. Think of puppies, unicorns, rainbows, Hello Kitty....\n
  18. This is Mary Meeker’s version of puppies and rainbows.\n\nBottom line (almost literally): In 1-3 years US advertisers will start spending more money on mobile advertising than they do on display ads for websites meant to be viewed on a computer.\n\nTrouble is, much of that won’t come from ads displayed next to content such as local news,on news websites. Because your audience is important, but from the standpoint of the mobile ad market it’s just too small.\n
  19. April 2012 BIA/Kelsey research: Search ads -- like ads that appear with Google search results -- will comprise much of the expected growth in local mobile search.\n
  20. That’s great for Google; probably not so great for your local news site.\n\nSearch advertising is not YOUR revenue stream. \n\nBut if your site is an appealing destination of local mobile searches, you can pick up a slice of this pie.\n\n\n
  21. \n
  22. \n
  23. That said, there are some basic things you can do to do mobile right and at least make some money from it.\n\nThe Windsorite -- they have a nice-looking mobile-optimized website\n\nNOT trying to pick on them, they do a lot of things right for mobile.\n\nWindsorite.ca\n\nBut.....\n
  24. Only ad on their mobile homepage:\n- Bottom\n- Tile format for web display\n- hard to read on small screen.\n\nAnd, if you click it...\n
  25. This is what happens when you click on that mobile ad. Seriously.\n\nThis is why you need to work with local advertisers, and guide them on mobile. Make sure they’re set up to handle the traffic.\n
  26. I have an idea. It may be bright. Or it may be twisted. Or both. \n\nI’d really like to hear what you have to say about it. I hope it may be useful for you.\n
  27. Set your advertisers up to be ready to convert traffic from mobile ads into actions that build their business.\n\nEducate and guide them. That’s a real need local advertisers have -- and real value you can offer them\n
  28. Here’s what I mean by a good mobile landing page:\n\nMarkGarrisonSalon.com in NYC. \n\nBuilt with MoBistro.com platform, which is a flavor of the MobiFriendly platform. Easy to use. \n\nThey have a white label program, so you can resell it. There’s an up-front fee and monthly fee per sites (probably around $15/month/site)\n
  29. \n
  30. \n
  31. In contrast, this is a local business that does a lot of advertising that could use some serious mobile help.\n\nFound through Yelp, but didn’t list hours.\n\nNeither did Google Place page.\n
  32. Their website is not at all mobile friendly. And they don’t list their hours on the home page. \n\nIt’s under the “info” menu.\n\nThis is typical.\n
  33. What CMS do people use? Wordpress makes all this easy\n
  34. \n
  35. \n
  36. \n
  37. \n
  38. Decent example of a local mobile banner ad. \n\nMakes the point, even on a small screen.\n\nBummer it doesn’t link to a mobile friendly site. But it’s a start.\n
  39. \n
  40. \n
  41. \n
  42. Opt-in text alerts: VERY important.\n\nBut don’t let ad network run this service for you. Their ads & resulting text alerts suck.\n\nThis one: Insider Bay Area (DFM) powered by Verve Wireless\n
  43. I honestly don’t know. Let’s discuss that.\n\nMobiFriendly: Up-front cost to become a reseller: Probably a few hundred dollars, but not sure. Negotiate with them on this.\n\ncost per client: $30/month min/site (depending on site complexity). Cost/site/month decreases the more sites you have.\n\nBUT: You can throw in mobile ad creation for free (at least for 1-2 banners). AND you can bill extra based on actual conversion metric performance of mobile site.\n\n\n
  44. \n
  45. Mandatory LOL catz, per Lisa Williams\n
  46. \n