May 10, 2013 NEW YORK – A Time Inc. executive on the 2013 MMA Forum said that mobile’s opportunity for the publisher revolves around creating great contextually-relevant content and finding new advertising opportunities with creative. During the “Putting the Puzzle Pieces Together: How Strategy, Data, Creative and Media Come Together to Deliver Measurable Results” session, executives from PayPal, Pinsight Media+, Digitas and Time Inc. discussed the promoting implications around how consumers access content. Additionally, the session presented a glance at a number of the challenges that the industry faces going forward. “Our audiences are moving to mobile incredibly fast, and the advertising opportunity is catching up, but it surely hasn’t quite caught up with the patron,” said Cyrus Beagley, senior vp and group general manager of advertising sales and marketing at Time Inc., New York “For us, it’s all about content, context and inventive,” he said. “From the attitude of a premium magazine publisher, mobile is all about engaging content experiences, engaging brand experiences all within the right context.” Publishing for mobileAccording to Mr. Beagley, everything that point Inc. does in mobile puts consumers on the center. The three pillars of Time’s mobile strategy are around reimaging editorial content for the […]
EE Revenues Fall 5.4 Per Cent
UK telco EE has reported £1.4bn in service revenues for Q1, a drop of five.4 per cent year-on-year. That’s despite the introduction of a 3rd operator brand, also referred to as EE, alongside its Orange and T-Mobile brands, which has seen ‘strong take-up’ for its 4G services, based on EE’s statement. The operator has gained 318,000 4G users in five months of trading, 2.3 per cent of EE’s total customer base – but that has didn’t offset a drop in subscribers overall. However, its underlying ARPU (Average Revenue Per User) has grown by 2.2 per cent year-on-year. 53 per cent of mobile customers at the moment are on postpaid plans, which deliver five times higher ARPU than prepaid, compared to 49 per cent a year earlier. During the period, smartphone penetration among its postpaid customers hit 82 per cent, up from 71 per cent last year. Data revenue grew to make up 36 per cent of ARPU, from 27 per cent last year. “Today’s results are in-line with our expectations, and we’re making good progress concentrating on high value segments,” said EE chief financial officer Neal Milsom. “We’re announcing 318,000 4G customers after just five months of trading, strong postpaid net adds […]
USA Today targets theater fans through dedicated app
May 2, 2013 USA Today has rolled out a mobile application for the approaching Tony Awards that lets theater fans stay awake-to-date with news and purchase show tickets. The USA Today Broadway’s Best app is out there for iPhone, iPad and iPod touch devices. American Airlines is sponsoring the app. “Here’s portion of a broader mobile strategy and leveraging USA Today’s reach in mobile and tablet,” said Matt de Ganon, vice chairman of mobile product and operations at Gannett Digital, Washington. “USA Today’s content is deep within many areas – sports, tech, travel, money, life, etc.,” he said. “This great content could be packaged around themes to tent pole events which have short lifetime. The Tony Awards is an example of this sort of event. It has a beginning, a center and an end. We don’t expect them to get 1,000,000 users, but can anticipate a percentage of USA Today readers downloading and using this as a crown jewel for a broader, multi-platform package around these events.” Mobile magicThe app serves as a hub for info and content for the Tony Awards, so that you can air on June 9. Users can read USA Today reviews of Broadway plays, musicals […]
Newspaper Gets Augmented with Independent+
UK newspaper The Independent has integrated AR (Augmented Reality) into its daily editorial content, through a collaboration with Blippar which it’s calling Independent+. Across the paper’s section, articles marked with the Independent+ logo would be in a position to be scanned using the Blippar app to access bonus digital content. In today’s edition, this includes supplementary videos, expanded pictures galleries, the choice to hear Lana Del Rey’s latest single. That’s largely the combination of AR content we’re used to, but slightly more distinctive is the chance to vote with the intention to agree or disagree with comment pieces, and the promise of ‘updated news’ on certain stories. “We are proud to be the primary newspaper to totally integrate Blippar into our editorial workflow,” said Zach Leonard, managing director for digital on the Independent. “The launch of Independent+ highlights our continued investment in digital innovation, adding much more value and another new dimension to The Independent’s content, and allowing consumers another pioneering solution to interact with our quality editorial across every channel. There’s also significant potential for our commercial partners and agencies to increase clients’ ad campaigns and sponsorships in the course of the platform.” Join us tomorrow for the Mobile Retail […]
Condé Nast exec: Delivering same ad across multiple platforms misses the purpose
April 15, 2013 NEW YORK – A Condé Nast executive on the 2013 IAB Mobile Marketplace last week said that as publishers get a far better grasp on how to define users across multiple mediums, marketers ought to deliver platform-specific advertising. During “The Publisher’s POV: Building Engaging Experiences for Mobile Devices” session, executives from Condé Nast and Yahoo spoke in regards to the challenges and opportunities that publishers have with mobile and digital marketing. The session also presented a glance at how marketers can track consumers across multiple screens with relevant content. “I could fairly easily inform you – certainly around the Condé Nast footprint – how to define the very same person in print, digital and mobile,” said Pat Connolly, vp of selling solutions at Condé Nast, Big apple. “The question is that if you’re delivering the very same ad to them across all of these platforms, you then are completely missing the purpose,” he said. Publish on mobileAccording to Mr. Connolly, some of the publishing house’s biggest opportunities with digital is leveraging the volume of knowledge that may be available about print subscribers. This gives the corporate an easier idea of the way readers consume content across multiple […]