The State of Tablet Metrics<br />Everything We Know is Wrong<br />
So What’s Wrong?<br />Tablet media will provide unprecedented levels of engagement<br />But major media publishers apply p...
So What’s Wrong?<br />Clickthroughs are dead<br />Fulfillment must be done within app to maximize user experience<br />Rea...
Well What DO we Know?<br />People are relaxed: 20% of iPad usage occurs in bed*<br />*NPD survey data<br />
Well What DO we Know?<br />Engagement: more time spent with tablet apps than smartphone apps*<br />*Ipsos/Mendelsohn 2010 ...
Well What DO we Know?<br />Early adopter factor brings a young male skew1<br />Will likely even out over time<br />Interes...
Planning Metrics<br />Largely vendor supplied<br />Total installs<br />Time spent<br />Easy to blame Apple<br />Publishers...
Planning Metrics<br />Harder to come by:<br />Avg. monthly users (audience)<br />Audience demographics<br />
Pricing<br />Pricing: Flat fee or CPM<br />CPMs high<br />FT app brought in $1.5MM+ in less than 6 months<br />Flat fee pr...
Party Like it’s 1999?<br />3rd party serving only for basic units<br />Like early web, benchmarks are lacking<br />
Post Campaign Reporting<br />Publisher supplied metrics<br />Impressions<br />Engagement rates<br />Rich media actions<br />
What Else Can we Get?<br />Video metrics applicable for in-app ads<br />Started<br />Time spent with each brand experience...
The Quandary<br />The tablet is more than a new media vehicle<br />It is a new platform/media environment<br />In addition...
Getting the Mindset<br />Recognize that tablet facilitates/replicates more than one medium, all of which need separate met...
The Next Steps<br />Tracking across apps, browsers, platforms<br />Increased use of location<br />Front-facing cameras<br ...
Basic Wish List<br />Some immediately applicable areas:<br />Serving across platforms<br />Time spent with app/ad<br />Pag...
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iMedia October Breakthrough Summit - Launch Pad Day: "Everything We Know is Wrong! Starting Over With Tablet Metrics"

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iMedia October Breakthrough Summit - Launch Pad Day

"Everything We Know is Wrong! Starting Over With Tablet Metrics"

David Smith, CEO and Founder, Mediasmith, Inc.

Marcus Pratt, Associate Director, Insights & Technology, Mediasmith, Inc.

Published in: Technology, Business
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iMedia October Breakthrough Summit - Launch Pad Day: "Everything We Know is Wrong! Starting Over With Tablet Metrics"

  1. 1. The State of Tablet Metrics<br />Everything We Know is Wrong<br />
  2. 2. So What’s Wrong?<br />Tablet media will provide unprecedented levels of engagement<br />But major media publishers apply print media metrics<br />?<br />=<br />
  3. 3. So What’s Wrong?<br />Clickthroughs are dead<br />Fulfillment must be done within app to maximize user experience<br />Readers per copy is dead<br />Here Lies<br />CTR and RPC<br />
  4. 4. Well What DO we Know?<br />People are relaxed: 20% of iPad usage occurs in bed*<br />*NPD survey data<br />
  5. 5. Well What DO we Know?<br />Engagement: more time spent with tablet apps than smartphone apps*<br />*Ipsos/Mendelsohn 2010 Affluent survey<br />
  6. 6. Well What DO we Know?<br />Early adopter factor brings a young male skew1<br />Will likely even out over time<br />Interest seen by older affluent crowd2<br />1 Nielsen Connected Devices Report <br />2Ipsos/Mendelsohn 2010 Affluent survey<br />
  7. 7. Planning Metrics<br />Largely vendor supplied<br />Total installs<br />Time spent<br />Easy to blame Apple<br />Publishers hiding behind Apple issues<br />
  8. 8. Planning Metrics<br />Harder to come by:<br />Avg. monthly users (audience)<br />Audience demographics<br />
  9. 9. Pricing<br />Pricing: Flat fee or CPM<br />CPMs high<br />FT app brought in $1.5MM+ in less than 6 months<br />Flat fee pricing problematic with little post analysis or verification available<br />
  10. 10. Party Like it’s 1999?<br />3rd party serving only for basic units<br />Like early web, benchmarks are lacking<br />
  11. 11. Post Campaign Reporting<br />Publisher supplied metrics<br />Impressions<br />Engagement rates<br />Rich media actions<br />
  12. 12. What Else Can we Get?<br />Video metrics applicable for in-app ads<br />Started<br />Time spent with each brand experience<br />% completed<br />
  13. 13. The Quandary<br />The tablet is more than a new media vehicle<br />It is a new platform/media environment<br />In addition to the platform, individual vehicles must be evaluated for their significant differences<br />
  14. 14. Getting the Mindset<br />Recognize that tablet facilitates/replicates more than one medium, all of which need separate metrics <br />Print<br />Video<br />
  15. 15. The Next Steps<br />Tracking across apps, browsers, platforms<br />Increased use of location<br />Front-facing cameras<br />More advanced web apps - HTML 5<br />Improved experience in web visitation and return to app<br />
  16. 16. Basic Wish List<br />Some immediately applicable areas:<br />Serving across platforms<br />Time spent with app/ad<br />Pages viewed (% and completion)<br />Engagement + Interactivity<br />Apply existing video metrics:<br />Started<br />Time spent<br />Completed<br />
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