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Digital Publishing Innovation Summit, Part 6

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Following lunch on the second day of the Digital Publishing Innovation Summit, Jason Wagenheim of Teen Vogue took the stage to discuss what Teen Vogue’s mobile strategy to increase audience and traffic. As Kremins of Epicurious pointed out, mobile ad engagement is key while the reader is in store, when it matters most. It is at the moment of shopping while in the store that Teen Vogue can help retail advertisers connect with its audience.

Wagenheim pointed out that 17 year olds have smart phones and she influences the rest of the family, the 17 year old with the smart phone is powerful force that advertisers must successfully target. He stated that by 2018, internet traffic will be 35% mobile and 65% desktop. Social networks function as a mobile gateway, referrals are 25% social, 33% search based and 39% direct.

Although native apps present the advantage of third party APIs, Teen Vogue decided to focus and optimize for mobile web. Since doing so there was a 33% lift in unique visits largely due to batching image resize for mobile web. By 2018, less than .01% of consumer apps will be financially successful.

Wagenheim presented a case study in which a mobile product launched in unison with a sales event. The launch was designed to showcase partner content and drive retail engagement. Targeted coupons were presented via the mobile web app at the moment of sale. The teen would take a picture of the dress and share it along with the coupon id and sales skyrocketed. Wagenheim did make a point that business partners must use their own mobile tools for an ad campaign to succeed for everyone.

Teen Vogue partnered with a couple of developers from Taiwan to create “me girl” that lead to 4 million installs. Users use “me girl” to dress an avatar, see what an outfit looks like and then purchase.

Wagenheim ended his presentation by stating the following keys to success:

  • Know your audience’s consumption trends, most visible via mobile web
  • Support intuitive behavior through UX development
  • Understand internal resources and limitations
  • Execute a social conversion strategy
  • Plan for change
Teen Vogue's keys to success for mobile advertising

Teen Vogue’s keys to success for mobile advertising

Following Wagenheim, Hayley Romer of The Atlantic took the stage to discuss “The Role of Premium Publishers Today.” She stated that publishers need radical change without changing who they are. And went on to discuss the paradoxes of programmatic advertising such as:

  • sell on quantity versus sell on quality
  • advertisers want CPM data but are unwilling pay for it
  • shorter is better versus longer is better
  • mobile is our downfall versus mobile is our future

Regarding “shorter vs longer” she pointed to the two top stories from 2013 and 2014. In 2013, it was a data visualization simulating “World Births and Deaths in Real-Time.” Whereas in 2014 it has been Ta-Nehisi Coates’s “The Case for Reparations,” a 16,000 word article. This demonstrates that it’s not about shorter or longer being better, but rather presenting compelling content in the right format.

Regarding “mobile downfall vs mobile future,” Romer pointed out that mobile usage is up 43% whereas ad spending breaks down to 7 cents on mobile, 14 cents desktop and 83 cents for print. 2014 banner ad spending is at $10.27 billion and expected to rise to 11.29 billion by 2016. Romer’s keys to success are:

  • Strong Concept
  • Brainstorm different ways of telling the story based on the medium… what is the right format
  • Testing
  • She presented the highly successful visualization of red lining in Chicago, because it doesn’t present the data in words, but rather a time-based visualization onto a map of Chicago to visually show the information.

    Amongst the weakest speaker at the summit was Mike Germano who presented a Vice commercial, talked about being a Yankees fan and then went on to give a motivational pitch on the importance of fear. He was very charismatic, but really did not present anything of value. And I missed the final speaker Paul Rogers of Liverpool FC who discussed the need of thinking global while acting local as a form of media engagement.

Written by ricardo

July 25th, 2014 at 7:56 am