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The Breakfast Club took place in the Salon room at the Zetter hotel on Thursday the 12th of September, a new and bigger location for the event. Our attendees included representatives from Absolute Radio, Time Out, The Guardian, Bauer Media, Hearst, Ticketmaster, IMG, Viasat, Wonga and the Daily Mail

Mick started off the proceedings with a presentation on the top 12 rules of running mobile advertising campaigns; having clarity around mobile, following the old planning rules, managing expectations as well as the all important tracking and testing.

Neil followed on with some intriguing insights from the Daily Mail on the challenges they faced of publishing to mobile devices. Starting with using Adobe’s platform for publishing the application, a great platform for delivering visually pleasing layouts and design but limited with its tracking capabilities. Neil described how it’s not always best to rush to market if you don’t have everything in place as you’ll only need to go back and do it again. Flexibility is key.

We moved onto questions from the audience which came from all corners of the room starting with Andrew Rolf from The Guardian:

“Has Mail Plus cannibalised your existing print subscriptions?”

NJ – The Daily Mail has quite low print subscriptions compared with other newspapers and research has shown little impact. We also conducted some research in the West Country which showed Mail Plus attracted a different audience to the print edition and did not detract from print sales

Dan Pearce, Ticketmaster – “Do you have a separate Ad Sales team?”

NJ – We have client teams and agency teams who sell across all channels so there is no one team for digital, the print guys sell across mobile and we’re finding strong demand from our clients.

James Dobson, IMG – “How much video do you have on Mail Plus?”

NJ – We have a strong demand for video and in cases like the Woolwich murder, we ran with this on our front page. We also have a daily cooking show by Gary Rhodes which is very popular.

Caroline Young, Bauer Media, “Why have you focussed on tablets and not mobile phones?”

NJ – People more likely to subscribe on a tablet target of £10 per month and we had a target of 100,000 subscribers, you can’t get the same quality on a mobile phone. We do see mobiles as being a supporting feature but to the main service on the tablet.
MR – We found with our client the Economist who do have services on tablet and mobile that the read time was very different, users spend three quarters of an hour reading the tablet version but would just read three or four headlines on a mobile.
NJ – we also find different usage with the Mail Online, people will read this via a browser on a tablet and pretty much all the usage on a mobile is via the app.

Ben Cordle, Time Out, “What was the worst customer acquisition campaign you have run?”

NJ – probably the campaigns we didn’t track, it really is key to success to be able to track which partner is delivering the best results. We also ran posters in airports which obviously are not as targeted as acquiring customers already on a mobile device

BC – “..and what is the split between devices for Mail Plus?”

Currently 70% of our customers are on iPad and we also have a lot of kindle readers too. We got in quite early with Kindle and they featured us prominently during the launch.

“What is the split geographically of your readers?”

NJ – it’s predominantly in the UK mainly because we don’t market abroad.
MR – that’s the beauty of marketing tablet content globally, you can add your content to the global app store but then you do need to help your customers find it.

“But what about translation issues?”

MR – we found with the Economist that there was a significant reach into markets such as the Middle East, people were reading the English edition as the content was relevant to their geographical area.

Stay tuned for the next Breakfast Club coming soon

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