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How to monetize mobile properties (Part 2)

 

As introduced in my previous post « How to monetize mobile properties (Part 1)« , we have tried to respect three basic rules to make this product a hit:

1. Have a user friendly product

2. Generate a ROI for the advertiser

3. Ease product communication and pitch for our selling team

 

So, first, let’s talk about the user friendly aspect of the product

The mobile team has been working hardly to develop an ergonomic App that would respect user experience and expectations. Since the initial launch of mobile yp.ca on iPhone, Blackberry and Mobile Web. My colleague Carolyne Moran has always defended the ergonomic aspect of the app. So we have had few interesting discussions with two different objectives – Defend advertiser ROI on my Hand, defend user experience on Carolyne’s hand. We have done our home works and tried to benchmark ourselves on what is done in the industry. Reviewed YP apps around the world, identify cool features and design from related apps, discussed design to respect brand equity to deliver a balanced app for User, YP and Advertiser Interests.

Concretely, initially the plan was to have two dedicated spots on the top of organic results to showcase our advertisers. Considering the newest aspect of monetization on mobile, considering this could have been intrusive for our users, then we have decided to limit advertising real estate to one unique spot only.

Second Item: Generate ROI for The Advertiser

Return On Investment (ROI)

Generating ROI from Mobile platform is the easiest part especially with a low entry price. This is the avenue we have decided to take. Concretely we wanted to have an attractive entry price point to sell the inventory as fast as possible to have a decent base to  measure the ROI we were delivering to our advertisers. With this approach we were able to have in our hands concrete data to be able to identify what would be the perfect pricing point to deliver a good value for both the advertiser and YPG. Win – Win relationship was our goal in order to create a long term relationship with our clients.

Third point: How to ease communication with Sales and make sure this product becomes a hit with our advertisers?

Key success factor: do not try to revolutionize what our Marketing Consultants have been selling in the past. So the idea was to stick as much as possible to existing products they have already been selling on other platforms as Print or Online. The Mobile Sponsored Placement is a simple extension of our products available on our other platforms. Double Full Page on Print or Guarantee Online Placement on YP.ca.

To conclude the alchemy was found:

1. An ergonomic product generating a value added for the Users – Find local businesses around you with great content

2. A revenue generator tool for the Advertiser – Generating businesses for our clients and great ROI.

3. A product simple to pitch and to sell – A product Anchored on existing product portfolio

Thomas Petyt