September 2014 Mobile Marketer Conference

Scott Stanchak - @ScottStanchak

Director, Mobile Marketing

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@ScottStanchak

What % of Times mobile visits is apps vs. mobile

website?

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The core purpose of The New York Times

is to enhance society by creating, collecting

and distributing high-quality news and

information.

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Times Facts

831K digital subscribers

1.26MM+ average Sunday print subscribers

8.5MM+ average homepage views in 24 hours

iOS apps rank #1 for Top Revenue in News category

Android app ranks #1 for Top Revenue in General & Business category

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3

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Source: NYTCo.com; iTunes Connect; Google Play

Times-Line

Source: NYTCo.com

July 10, 2008iPhone App

Debut

Sept. 7, 2006Mobile.NYTimes

Launches

Jan. 1, 1996NYTimes.com

Launches

April 4, 2014NYT Now Debut

March 28, 2011Digital

Subscriptions

May 10, 2010Android App Debut

Being Where Our Readers Are

PrintPrint WebWeb Mobile WebMobile Web Mobile AppsMobile Apps PartnersPartners

NYTimesNYTimes

The Times is Mobile…

…and Mobile First

Nearly 50% of all Times digital traffic is on mobile

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There are 1.25MM+ apps on App Store

Source: Adjust – July 2014

There are 1.39MM+ apps on Google Play

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Mobile Industry

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3

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63% of apps are discovered via App Store searchSource: Forrester & Nielson – June 2014

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85% of revenue stillresides with Apple

Source: AppAnnie – March 2014

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General News is topindexing iPhone app category

Source: ComScore – July 2014

Android: Search

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Google predicts 85.9Bmobile searches in 2015

Source: Google Insights – July 2014

Source: Search Engine Journal – February 2014

57% of users won't recommend a companywith a poor mobile site

Being Creative

Being Creative

Data Driven Decisions

Great Marketing Can’t Overcome ABad Conversion

Funnel

Great Marketing Can’t Overcome ABad Conversion Funnel

Holiday Device Sales = New User Opportunities

Great Marketing Can’t Overcome ABad Conversion Funnel

1 in 4 U.S. E-commerce Sales Came From Mobile

Source: Custora – January 2014

Black Friday Finances

iOS: $127.92 per order

Android: $105.20 per order

Source: IBM 2013 Holiday Benchmark Report

Great Marketing Can’t Overcome ABad Conversion Funnel

Word of Mouth = Holiday Sales

Great Marketing Can’t Overcome ABad Conversion Funnel

Source: Gartner – July 7, 2014

2013 2014 2015

Tablet 206,807 256,308 320,964

Mobile Phones 1.81MM 1.86MM 1.95MM

Industry Device Sales

24%

3%

25%

5%

Great Marketing Can’t Overcome ABad Conversion FunnelIndustry Operating System Growth

Source: Gartner – July 7, 2014

2013 2014 2015

Android 898,944 1.17MM 1.37MM

iOS 236,200 271,155 301,349

30%

15%

17%

11%

$400BAmount Mobile Marketing Will Generate for U.S. Economy by

2015Source: eConsultancy/Oracle Marketing Cloud - Cross-Channel Marketing Report 2014

Great Marketing Can’t Overcome ABad Conversion FunnelIndustry Time Spent vs. Investment

Source: eConsultancy/Oracle Marketing Cloud - Cross-Channel Marketing Report 2014

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Google predicts 85.9Bmobile searches in 2015

Source: Google Insights – July 2014

MOBILE ANSWER

TakeawaysMake Data Driven Decisions: ROI & Targeting

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Collaboration is Key(Product, Design, Engineering, Marketing, QA, etc.)

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Put Your Users First & Your Marketing Will Always Succeed

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Marketing Can’t Overcome a BadConversion Funnel

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Great Marketing Can’t Overcome ABad Conversion Funnel

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Google predicts 85.9Bmobile searches in 2015

Source: NYT – June 2014

16.7%

What % of Times mobile visits is apps vs. mobile

website?

Questions?

@ScottStanchak