Newsworks tablet gb 2012

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  • 1. Tablets a practical guide Version 1 / November 20121 Tablets a practical guide newsworks.org.uk
  • 2. Newsworks is the marketing body forthe national newspaper industry. It brings Contentsadvertisers and newsbrands together.Guardian News & Media Preface 3The GuardianThe Observer Part one – Market, audience and opportunityIndependent Print The arrival of tablets and apps 4The Independent What’s out there and what’s coming 5The Independent on Sunday Who is using tablets – and what for? 6i Ad formats and opportunities 7Evening Standard Where app campaigns fit in the media mix 8London Evening Standard  Measuring campaign effectiveness 9Mail NewspapersDaily Mail Part two – Essential factsThe Mail on Sunday The Guardian and The Observer 10Mirror Group Newspapers The Daily Telegraph and The Sunday Telegraph 11Daily Mirror London Evening Standard 12Sunday Mirror The Independent and i 13The People The Times and Sunday Times 14News International Daily Mail and The Mail on Sunday 15The Sun Coming soon – Daily Mirror and Daily Record 16The Sun on Sunday Coming soon – The Sun 16The TimesThe Sunday Times Useful terminology 17Telegraph Media Group Key sources 18The Daily TelegraphThe Sunday Telegraph 2 Tablets a practical guide newsworks.org.uk
  • 3. Preface Five years ago when Steve Jobs said we were moving into a “post- PC world” it was hard to believe. Millions of words have been spent describing the phenomenon and its possibilities. This brief It is a snapshot in time designed to help shed some light on the fundamental facts and provide Today things look very different. guide is intended to provide you with the key contacts at Apple has already shipped its 100 some practical answers for newsbrands who can tell you how millionth iPad and is doing battle agencies and advertisers. to get the most from the medium. with its arch rivals; Google, Amazon and Microsoft. It is now taken as Eight out of ten marketers currently New innovations are emerging all read that most consumers will buy own a tablet, according to a survey the time. And we will update the facts a tablet before long. The question we conducted in October among and figures as they do. These can be is which one. Tablet wars have members of The Marketing Society. found on our website: newsworks.org.uk broken out on the world stage. They are enthusiastic about them as a high value medium, well suited Meantime, we hope this will be a The tablet is turning out to be a to creating consumer engagement. useful primer for anyone wanting truly game-changing technology But they also said that lack of to know more about this exciting and one which has huge information was a significant new advertising opportunity. consequences for newspaper barrier. They are not alone. Agency publishers. At last we have a digital planners have also spotted the device which is portable, a good opportunity and want to learn more. size for reading and as immersive Rufus Olins as a printed newspaper. That is one of the reasons we Chief Executive decided to publish this guide now. Newsworks3 Tablets a practical guide newsworks.org.uk
  • 4. Part one – Market, audience and opportunity The arrival of tablets and apps Why tablets are a whole new category of device and what this means for advertising Bill Gates told a Las Vegas Key tablet characteristics are: The last of these is arguably the For a publisher, this means it is conference in 2001 that he was • input: touchscreen most important (and the one possible to devise a tablet version using a Microsoft tablet, and (no separate keyboard or mouse) where Steve Jobs took the most of a newspaper which creates predicted that within five years it persuading for the design of the best possible experience for • size: tablet screen size typically would be the most popular form the iPad). Apps can be created readers using a tablet app (rather falls between laptops of PC in the US. A year later its by anyone, from multi-national than just accessing the website). and smartphones stylus-operated Tablet PC sank corporations through to students without trace. • portability: tablets are designed in their bedrooms, with the result For the advertiser it means a whole to be light, integrated units, easy that there are now hundreds range of opportunities to reach The tablet we know today was to move around and robust of thousands of apps available. out to customers in really defined with the launch of enough to travel with As the saying goes, whatever a new way. Apple’s iPad in 2010. Growth has • apps: although tablets can  you need your tablet to do, been spectacular despite the access the web, their functionality “there’s an app for that”. current economic climate, and mainly uses apps (downloadable it is estimated that there will be programmes that can be 375 million tablets in use globally constantly updated with new by 2016.1 content over the internet) 4 Tablets a practical guide newsworks.org.uk 1. Forrester
  • 5. Part one – Market, audience and opportunity What’s out there The key devices and what’s coming Samsung Galaxy Note 10.1 Apple iPad 4 Google Nexus 7 The huge growth in ownership and new product development Apple may have owned the The rate at which the UK market £405-£550 £399-£599 £159-£239 category at the start, but growth is is growing is extraordinary. In July now faster in the non-Apple sector, 2012 Ofcom reported that tablet UK launch: Aug 2012 UK launch: Nov 2012 UK launch: Jul 2012 specifically among devices using ownership had risen from 2% to Uses a stylus (S-Pen), Fourth generation launched 7-inch screen – Tablet Google’s Android operating system. 11% in about a year, and now new lower screen res than iPad only six months after iPad 3 of the Year (T3 Awards) On amazon.co.uk there are over data from the Mobile Operators Android iOS Android 50 different brands of tablet Association (October 2012) put which use Android. the figure at closer to 20%. Even more recent predictions suggest Apple shipped three million tablets that Christmas sales will drive on the recent launch weekend for ownership up to 30% – that would Amazon Kindle/Fire HD Microsoft Surface Apple iPad mini the iPad 4 and iPad Mini, but this mean around 15 million tablets in still wasn’t enough to stop its share the UK. declining to just over 50%. This growth pattern might More competition has been seem hard to believe, but it fits created with the launch of with what’s happening in the US, Microsoft’s Surface (which uses where 25% of the population Windows RT), Google’s Nexus 7 already use a tablet.2 The whole and Amazon’s own Kindle Fire, process is being accelerated by which has become a bestseller £129-£199 £399-£599 £269-£529 a huge marketing investment; it’s since its US launch in 2011. All estimated that five billion dollars UK launch: Oct 2012 UK launch: Oct 2012 UK launch: Nov 2012 this new product development will be spent advertising mobile US bestseller finally Cover doubles as a Apple’s much awaited foray has also created a new, even technology products in the last launched onto UK market separate keyboard into 7” screen sector faster-growing sector – devices quarter of 2012.3 Android Windows RT iOS with 7-inch screens – into which Apple has now launched the iPad mini. 5 Tablets a practical guide newsworks.org.uk
  • 6. Part one – Market, audience and opportunity Who is using tablets – and what for? How tablets are creating new behaviours, News consumption 58% of tablet users access news Currently about 20% of tablet users spend over half an hour a day and the implications for advertising with it each week,8 making news one accessing news content,14 but this of the top three uses for the device – figure is expected to rise as people with email and games.9 Nearly a third become more confident in using The early adopter profile for new newspapers – but tablets are also say they are spending more time with tablets in public (usage is currently gadgets tends to be young and male creating new media opportunities news since getting their tablet and, focused on the home and in the but because Apple’s premium-priced like the “second screen” role. although many find new sources evenings – which extends news iPad was so dominant in the early of news (31%),10 most people stick consumption later into the day). days, the profile was skewed older In terms of usage, buying a tablet is to one, two or three trusted sources clearly the start of a learning process: Advertising and wealthier – and this is still (13% use 4+).11 after purchase, owners find that they Importantly, the tablet also offers a true today.4 use the device in unexpected ways People who use both smartphones favourable context for advertising. Tablet news readers are about as they discover new apps and roles. and tablets to access news spend From the reader’s point of view, ads 40% more likely to be AB than 60% of owners say they use the significantly longer reading.12 are seen as more acceptable on people who read news on PCs.5 tablet more than they thought they tablets than on smartphones and the Tablets suit the longer, immersive would – 43% say a lot more.6 majority of tablet users are in favour read (“lean back”) as well as the The tablet has not replaced one of ad-funded content with lower news update (“lean forward”). Three- single device, just adopted roles A recent study of multiple upfront costs. quarters of tablet news readers say and tasks from many of them. The device users characterises the tablet they will read more than one in-depth From the advertiser’s point of view, device it has most usurped – but experience as “relaxed creativity”, story in one sitting, and almost the tablets are a hugely more responsive not made redundant – is the laptop/ with 42% of owners saying it’s the same number say they will read medium, with click-through rates of PC. People use tablets to consume device which “best allows me to in-depth articles they were not around 7% compared to less than media like TV, magazines and explore new things”.7 initially looking for.13 0.1% for online ads.15 6 Tablets a practical guide newsworks.org.uk 4,5,8,11,14. Reuters Institute 6. Harris Interactive 7. IAB 9,10,12,13,15. Pew Research
  • 7. Part one – Market, audience and opportunity Ad formats and opportunities 1 The main formats used in tablet editions and pointers on creative approach Full colour ads look great on tablet • the fractional (equivalent to print 5 points to remember Beware over-complicating things for the reader if using rich media or animations screens (which are typically high- spaces like 25x4) definition) but the most distinctive • the banner – top (“leaderboard”) characteristic of advertising or bottom of page opportunities on tablets is that the 2 • the bespoke spaces created 3  platform is naturally dynamic and by titles (like the Guardian’s Inline interactive. Tablet owners soon spaces – see data pages) learn how to exploit the touchscreen interface, and find it easy to sweep, Ads can be static, animated or  Interstitial ads  If readers are pinch, shake, tilt, zoom in and out, interactive – and readers find can be highly effective – clicking through to a landing that interactive ads have far more full colour, high definition, page/jump page, make sure it click through to find out more, etc. potential to be engaging, innovative and they have the whole is as engaging as the ad, and There is also the opportunity to screen to themselves optimised for tablet users and memorable. activate richer content like video and games. As with any other medium, creativity is a key ingredient for Within the newsbrand editions the effectiveness of a campaign. the basic building blocks are: • the full page interstitial – But the difference with tablets is that there is so much potential: 4 5 the most common format for this is a very new platform, with advertising in tablet editions; swept all kinds of opportunities for across the screen by the reader innovative approaches. Creative approach should rather like a turning page acknowledge that readers Above all, keep the are not always connected reader experience in mind to the internet 7 Tablets a practical guide newsworks.org.uk
  • 8. Part one – Market, audience and opportunity Where app campaigns fit in the media mix Four questions to ask about a campaign plan and points to remember Planning campaigns within apps Tablet usage also means is basically the same as campaign newsbrand consumption is spread planning in newspapers, in the more evenly across the day, rather sense that you have to ask the same than concentrated in the mornings, questions (though some answers so brands have more opportunities are more critical than others, to find consumer touchpoints and depending on the task): extend messaging into different • who are we trying to reach times of day. with this activity? Tablets offer a huge range of • when and where do we want innovative creative opportunities to reach them? that really engage the reader. • what does this channel add Although the market is in its to our campaign (response, infancy and pure reach figures are reach, engagement, relatively small, the monthly growth enhancement)? in readers and the powerful level • how can we gauge the of engagement and interaction success of this activity? we see between readers, content Tablet editions offer and advertising should make advertisers the powerful brand newsbrand tablet apps a valuable context of the news title as well part of the media mix. as the excellent audio-visual advantages – colour, movement, interactivity, rich content, etc. 8 Tablets a practical guide
  • 9. Part one – Market, audience and opportunity Measuring campaign effectiveness The importance of tablet analytics – and how they work Tablet analytics are developing fast Analytics software is usually So you can: An area where there can be in response to the growth of the included in the app’s operations • learn how, when and confusion is offline behaviour. i.e. sector – and they work differently – Flurry and SiteCatalyst are two where the ad is accessed what happens when people are from standard web analytics. widely used examples – so data is reading and not connected to the • segment acquired users in terms captured about the way advertising internet. The analytics software will Cookies are not dropped onto of value, demographics and usage is consumed (which ads are still continue to gather data and store mobile apps the way they are onto viewed and how often, how long • identify best segments and create it in cache memory, but it will not be computers using web browsers, readers spend with the ad, whether improved brand engagement uploaded back to the software until where visitors are tagged as soon animations are activated, whether the app is updated. as they arrive at each different games are played, how many readers page. This creates the fundamental carry on to click-throughs, etc). App analytics are continuing to evolve difference between web analytics and enable us to gain greater insights and tablet analytics. into the consumer. comScore has launched tabLens in the US and NRS is working on plans to include tablet usage in its NRS PADD (Print and Digital Data). 9 Tablets a practical guide newsworks.org.uk
  • 10. Part two – Essential facts The Guardian App iPad and Android Free/subscription Subscription Launch date Guardian October 2011 Price £9.99 per month Downloads 1.16 million (iPad only) Active users/subscribers 19,499 (iPad only) Daily active users/unique users Daily session Ad formats Interstitials, Inline Analytics Omniture SiteCatalyst and Discover The Observer App iPad and Android Free/subscription Subscription Launch date Observer September 2012 Price £11.99 per month (Guardian and Observer) Downloads 1.16 million (iPad only) Active users/subscribers 19,499 (iPad only) Daily active users/unique users Daily session Ad formats Interstitials, Inline Analytics Omniture SiteCatalyst and Discover For more information contact: Lee Fels Bradley Young lee.fels@guardian.co.uk bradley.young@guardian.co.uk 10 Tablets a practical guide newsworks.org.uk
  • 11. Part two – Essential facts The Telegraph App iPad Free/subscription Subscription Launch date May 2011 Price £9.99 per month Free for Telegraph print subscribers Downloads 582,000 Active users/subscribers 52,100 Daily active users /unique users 28,000 Daily session 46,000 Ad formats Full page interstitials Analytics Ad impressions, CTRs, dwell times Telegraph Pictures App iPad Free/subscription Free Launch date Downloads 45,000 Active users/subscribers Daily active users/unique users 2,000 Daily session 2,300 Ad formats Full page interstitials Analytics Ad impressions, CTRs, dwell times For more information contact: Mark Challinor, director of mobile platforms mark.challinor@telegraph.co.uk 11 Tablets a practical guide newsworks.org.uk
  • 12. Part two – Essential facts Evening Standard App iPad iPad (PDF) Free/subscription Free Free Launch date Sept 2010 July 2012 Price – – Downloads 3,388 Active users/subscribers 17,000 835 Daily active users/unique users Daily session 5,837 1,300 Ad formats Banners Fixed banners on app landing page, various interactive upgrades Analytics Webtrends TriActive Media ES Magazine App iPad Free/subscription Free Launch date Feb 2011 Price – Downloads 683 Active users/subscribers Daily active users/unique users Daily session Ad formats Fixed banners on app landing page, various interactive upgrades Analytics TriActive Media For more information contact: Jo Holdaway, commercial director digital j.holdaway@independent.co.uk 12 Tablets a practical guide newsworks.org.uk
  • 13. Part two – Essential facts Independent App iPad independent.co.uk Free/subscription Subscription Launch date October 2011 Price £9.99 per month Downloads Active users/subscribers 31,000 Daily active users/unique users Daily session 13,000 Ad formats Full page interstitials, banners and half pages Analytics Flurry i App iPad and Android Free/subscription Subscription Launch date November 2010 Price £4.99 per month Downloads 4,470 Active users/subscribers 2,410 Daily active users/unique users Daily session 2,300 Ad formats Fixed banners on app landing page, various interactive upgrades Analytics TriActive Media For more information contact: Jo Holdaway, commercial director digital j.holdaway@independent.co.uk 13 Tablets a practical guide newsworks.org.uk
  • 14. Part two – Essential facts The Times App iPad and Android Free/subscription Subscription Launch date May 2010 Price £4.00 per week – Digital pack Full website access, The Times tablet app, Sunday Times app, Smartphone app £8.00 per week – Ultimate Pack The Times and The Sunday Times newspapers, Full website access, The Times tablet app, Sunday Times app, smartphone app Downloads Active users/subscribers 132,845 (iPad only) Daily active users/unique users 54,503 (iPad only) Daily session Ad formats Full page static/interactive/rich media, fractional static, ad features, supplements Analytics Omniture SiteCatalyst (time spent, page views) The SundayTimes App iPad Free/subscription Subscription Launch date December 2010 Price £4.00 per week – Digital pack Full website access, The Times tablet app, Sunday Times app, smartphone app £8.00 per week – Ultimate Pack The Times and The Sunday Times newspapers, Full website access, The Times tablet app, Sunday Times app, smartphone app Downloads Active users/subscribers 125,116 (iPad only) Daily active users/unique users 75,671 (iPad only) Daily session Ad formats Full page static/interactive/rich media, ad features, supplements Analytics Omniture SiteCatalyst (time spent, page views) For more information contact: Lee Gibson, head of Times Media (sales) lee.gibson@newsint.co.uk 14 Tablets a practical guide newsworks.org.uk
  • 15. Part two – Essential facts Daily Mail and The Mail on Sunday App iPad – Mail Online iPad Free/subscription Free Subscription Launch date April 2011 June 2012 Price –  Daily Mail: 1 week (6 edition) £2.99 1 month (24 editions) £9.99 6 months (152 editions) £54.99 1 year (312 editions) £94.99 The Mail on Sunday: 1 week (1 edition) £1.99 1 month (4 editions) £4.99 6 months (26 editions) £27.99 1 year (52 editions) £49.99 Downloads 200,000 388,257 Active users/subscribers 120,000 16,000 Daily active users /unique users 29,000 20,422 Daily session 18 mins per session Ad formats Banner 468 x 60 Replication of newspaper formats Analytics Omniture/DFP Omniture SiteCatalyst – Adserving App Mailplus (Kindle Fire) Free/subscription Subscription Launch date Oct 2012 Price 7-day Mail plus: Weekly £3.99, Monthly £12.99 Daily Mail plus – Mon to Sat: Single issue £0.69, Weekly £2.99, Monthly £9.99 Mail on Sunday plus Single issue £1.49, Monthly £4.99 Ad formats Full screen view; 660 x 1235 Analytics Omniture For more information contact: Jake Parry Rosemary Gorman agency trading director group ad director jake.parry@mailonline.co.uk rosemary.gorman@mailnewspapers.co.uk 15 Tablets a practical guide newsworks.org.uk
  • 16. Part two – Essential factsComing soonFormat iPad Format iPad, Android and Kindle comingLaunch date Q4 2012 Launch date December 2012 soonAd formats Full page interstitials, banners Ad formats New rich media ad formats and half pages via rockabox For more information contact: Ian Rees, head of Sun Media (sales) ian.rees@newsint.co.ukFormat iPadLaunch date Q4 2012Ad formats Full page interstitials, banners and half pages For more information contact: David Emin, managing director, Trinity Mirror national sales david.emin@mgn.co.uk 16 Tablets a practical guide newsworks.org.uk
  • 17. Useful terminology Analytics Dynamic or ad-served format Frequency cap Non-Personally Identifiable A system for tracking user behaviour Advertising that is delivered to an Restriction on the number of Information (Non-PII) on an app, helping publishers and app via a campaign management times a specific visitor is shown Information that may correspond advertisers understand trends within platform and served based on user a particular advertisement. to a particular person, account or an app and optimise engagement actions, e.g. every six swipes. profile, but is not sufficient to identify, and user retention. Hotspots contact or locate the person. Embedded format Areas on a tablet page where Advertising formats that are viewers can hover or click through Banner ad Personally-Identifiable displayed in set spaces on a for more content. Less common in publisher apps Information (PII) than elsewhere, banners are basic publisher’s page, such as Information that can be used to fractional and inline ads. Interstitial ads/pages ad units that are usually embedded identify or contact a person, including Ads that appear between two within an app and run at the top or name, address, telephone number, pages of editorial. bottom of the screen. Fractionals or email address. Can also include Ads that appear on part of a page. demographics or behavioural data. Jump page or Landing page Cache memory The page or view to which a user Patterns of user activity on a tablet are Freemium model is directed when they click on an Rich media captured in cache memory, which can A business model that works by active link in an ad. The collective name for advertising later be analysed. Offline app activity selling basic services, or a basic formats that use interactive and is stored in the cache memory to be downloadable digital product, for Latency time audio-visual elements to give richer activated the next time the tablet is free, while charging for advanced The time delay while advertising content and a more engaging online (via wireless network or 3G). or special features/content. loads on a page. experience for the user.17 Tablets a practical guide newsworks.org.uk
  • 18. Key sources ComScore – www.comscore.com Enders Analysis – www.endersanalysis.com Forrester – www.forrester.com Harris Interactive – www.harrisinteractive.com IAB – www.iabuk.net IPA Touchpoints – www.ipa.co.uk/touchpoints Mobile Operators Association – www.mobilemastinfo.com Ofcom – www.ofcom.org.uk Pew Research – www.pewresearch.org Reuters Institute – www.reutersinstitute.politics.ox.ac.uk 18 Tablets a practical guide newsworks.org.uk
  • 19. newsworksDorland House18-20 Regent StreetLondonSW1Y 4PH+44 (0) 20 7839 8935 19 @ newsworks_uk Tablets a practical guide newsworks.org.uk19 Tablets a practical guide