Tablets: A Practical Guide

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Tablets: A Practical Guide

  1. 1. TabletsA Practical GuideMarch 2013Edition II 1
  2. 2. Tablets – A Practical GuideContents – Part OnePart OneMarket, audience and opportunity – The arrival of tablets – What’s out there and what’s coming – Who is using tablets – and what for? – Ad formats and opportunities – Where app campaigns fit in the media mix – Measuring campaign effectiveness 2
  3. 3. Part OneMarket, audience and opportunity 3
  4. 4. The Arrival of Tablets and AppsA Whole New Category of Devise and What this Means for Advertising• The tablet we know today was really defined with the launch of Apple’s iPad in 2010• Estimated 375 million in use globally by 2016*Key Tablet Characteristics: – Input (touchscreen) – Size (typically between laptops and smartphones) – Portability (light and easy to travel with) – Apps (downloadable programmes that can be updated with new content over the internet) “There’s an app for that”• For the publisher - tablet version of the newspaper• For the advertiser – reach out to customers in a more innovative way* Forrester
  5. 5. The Tablet MarketThe Huge Growth in Ownership and New Product Development 120 100 80 Other 60 Windows Android iOS 40 20 0 2011 Actual 2012 Forecast 2017 Forecast *IDC
  6. 6. The Tablet MarketThe Key Devices Samsung Galaxy Note 10.1 Apple iPad 4 Google Nexus 7 £405-£550 £399-£599 £159-£329 Uses a stylus (S-Pen), lower screen 4th generation launched 7-inch screen - Tablet of res than iPad only six month after iPad the Year (T3 Awards 2012) 3 Android iOS Android Amazon Kindle/Fire/Fire HD/ Microsoft Surface Apple iPad mini Fire HD 8.9" £129-£229 £399-£599 £269-£529 US bestseller Cover doubles as Apples 7" screen tablet seperate keyboard Android Windows RT iOS 6
  7. 7. What’s Out There and What’s ComingThe Growth Pattern At present in the UK, 12.2m people own a tablet at which 1.3m are aged 18-24 US Tablet Users 25% $ 25% of the Five billion dollars will be spent population in the advertising mobile technology US use a tablet* products in the last quarter of 2012*** Pew research** Enders Analysis 7*IDC
  8. 8. Who Is Using Tablets and What For?New BehavioursApples premium Tablet news The tablet has not People use tabletspriced iPad was so readers are about replaced one single to consume mediadominant that the 65% more likely to device, just like TV, magazinesprofile was skewed be AB and 35% adopted roles and and newspapers –older and C2DE adults. tasks from many of but tablets are alsowealthier, which is still them. The device creating new mediatrue today that it has most opportunities like usurped is the the “second laptop/PC screen” roleSource: Reuters Institute Source: YouGov60% of owners say Tablet experience as 58% of tablet users Nearly a third saythey use the tablet “relaxed creativity” access news with it they are spendingmore than they with 42% of owners each week, making more time with newsthought they would – saying it’s the device news one of the top since getting their43% say a lot more which “best allows me three uses for the tablet. 31% find new to explore new things” device – with email sources of news, and games most people stick to 1, 2 or 3 trusted sources (13% use 4+) Source: Reuters Institute &Source: Harris Interactive Source: IAB Pew research Source: Pew & Reuters 8
  9. 9. Who Is Using Tablets and What For?Tablet Consumption Daily Tablet Use Remains High 2011 2012 Daily Tablet Users Daily Tablet Users 77% Non Daily Tablet 68% Non Daily Tablet Users Users 1hr 39min 1hr 49min 0 2hrs 0 2hrs 2011 N=1,159; 2012 N=2,064 for daily use and 1,069 for time spent on a typical day*. About two thirds (68%) of tablet owners are using their tablet every day (2012). Spending a significant amount of time each day.* Pew research
  10. 10. Who Is Using Tablets and What For?News Consumption and Advertising • Currently about 20% of tablet users spend over half an hour a day accessing news content* - this will rise as consumers become more confident • Usage is currently focused on the home and in the evenings – which extends news consumption later into the day Advertising • What does this mean for the reader? – Ads are seen as more acceptable – Tablet users are in favour of ad-funded content with lower upfront costs • What does this mean for the advertiser? – Tablets are a hugely more responsive medium (with click through rates of around 7% compare to less than 0.1 for online ads*)*Reuters Institute and Pew Research 10
  11. 11. Ad Formats and OpportunitiesSpecifications Swept across the Equivalent to print Top (“leaderboard”) or Like the Guardian’s screen by the reader spaces like 25 x 4 bottom of the page Inline spacesNot to scale
  12. 12. Ad Formats and OpportunitiesPointers on Creative Approach 1. Beware over- 2. Interstitial ads 5 points to complicating things for the reader if using rich media or animations can be highly effective – full colour, high definition, and they remember have the whole screen to themselves 3. If readers are 4. Creative 5. Above all, keep clicking through to a approach should the reader landing page/jump acknowledge that experience in mind page, make sure it is readers are not as engaging as the always connected to ad, and optimised the internet for tablet users 12
  13. 13. Where App Campaigns Fit In the Media MixFour Questions To Ask About A Campaign Plan and Pointers• Who are we trying to reach with this activity?• When and where do we want to reach them?• What does this channel add to our campaign (response, reach, engagement, enhancement)?• How can we gauge the success of this activity?Offers advertisers Brands have more Tablets offer a huge Monthly growth inthe powerful brand opportunities to range of innovative readers and highcontext of the news find consumer creative interaction, meanstitle as well as touchpoints and opportunities that content andaudio-visual extend messaging really engage the advertising shouldadvantages- into different times of reader make newsbrandcolour, movement, i the day tablet apps anteractivity, rich valuable part of thecontent etc. media mix 13
  14. 14. Measuring Campaign EffectivenessImportance of Tablet Analytics and How They Work • Cookies are not dropped onto mobile apps the way they are onto computers using web browsers – this creates a fundamental difference between web analytics and tablet analytics • Analytics software is usually included in app’s operations –Flurry and SiteCatalyst are two widely used examples – so data is captured about the way advertising is consumed • So you can: – Learn how when and where the ad is accessed – Segment acquired users in terms of value, demographics and usage – Identity best segments and create improved brand engagement • Confusion is offline behaviour – the analytics software will still continue to gather data and store it in cache memory, but it will not be uploaded back to the software until the app is updatedcomScore has launched tabLens in the US and NRS is working on plans to include tablet usage in its NRS PADD(Print and Digital Data) 14
  15. 15. Tablet – A Practical GuideContents – Part TwoPart TwoEssential facts – The Guardian and The Observer – The Daily Telegraph and the Sunday Telegraph – London Evening Standard – The Independent and I – The Times and Sunday Times – Daily Mail and The Mail on Sunday 15
  16. 16. Essential FactsThe Guardian and The Observer For more information contact: Lee Fels Bradley Young Lee.fels@guardian.co.uk bradley.young@guardian.co.uk The Guardian App iPad and Android Free/subscription Subscription Launch date Guardian October 2011 Price £9.99 per month Downloads 1.337,802(iPad only) Active users/subscribers 22,496(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 1,337,802(iPad only) Active users/subscribers 22,496(iPad only) Daily active users/unique users Daily session Ad formats Interstitials, Inline Analytics Omniture SiteCatalyst and Discover
  17. 17. Essential FactsThe Daily Telegraph and The Sunday Telegraph For more information contact: James Brown, general manager digital advertising James.brown@telegraph.co.uk The Telegraph App iPad Android Kindle Free/subscription Subscription Subscription Subscription Launch date May-11 £9.99 per month £1.99 per month £9.99 per month Free for Free for Free for Telegraph print Telegraph print Telegraph print Price subscribers subscribers subscribers Downloads N/A N/A Active users/subscribers N/A N/A N/A Daily active users/unique users N/A N/A Daily session N/A Full page Full page Full page Ad formats interstitials interstitials interstitials Ad impressions, Ad impressions, Ad impressions, CTRs, dwell CTRs, dwell CTRs, dwell Analytics times times times Telegraph Pictures App iPad Free/subscription Free Launch date Downloads N/A Active users/subscribers Daily active users/unique users N/A Daily session N/A Full page Ad formats interstitials Ad impressions, CTRs, dwell 17 Analytics prices
  18. 18. Essential FactsLondon Evening Standard and ES For more information contact: Graeme Finneberg, commercial director digital graeme.finneberg@esimedia.co.uk London Evening Standard App iPad iPad (PDF) Free/subscription Free Free Launch date Sept 2010 July 12 Price - - Downloads 14,242 Active users/subscribers 20,989 Daily active users/unique users Daily session Fixed banners on app landing page, various Ad formats Banners interactive upgrades Analytics Webtrends TRiActive Media ES Magazine App iPad Free/subscription Free Launch date Feb 2011 Downloads 2,527 Active users/subscribers Daily active users/unique users Daily session Ad formats Fixed banners on app landing page, various interactive upgrades Analytics TRiActive Media 18
  19. 19. Essential FactsThe Independent and i For more information contact: Graeme Finneberg, commercial director digital graeme.finneberg@esimedia.co.uk The Independent App iPad Free/subscription Subscription Launch date October 2011 Price £9.99 per month Downloads Active users/subscribers 18,790 Daily active users/unique users Daily session 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 Active users/subscribers 1,277 Daily active users/unique users Daily session Fixed banners on app landing page, various Ad formats interactive upgrades Analytics TRiActive Media 19
  20. 20. Essential FactsThe Times and The Sunday Times For more information contact: Lee Gibson, head of Times Media (sales) lee.gibson@newsint.co.uk 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 139,776(iPad only) Daily active users/unique users 67,210 (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 Sunday Times 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 Full page static/interactive/rich media, ad features, Ad formats supplements Analytcs Omniture SiteCatalyst (time spent, page views) 20
  21. 21. Essential FactsDaily Mail, The Mail on Sunday and Mail Plus For more information contact: Jake Parry, agency trading director Rosemary Gorman, group ad director jake.parry@mailonline.co.uk rosemary.gorman@mailnewspapers.co.uk Daily Mail and The Mail on Sunday App iPad - Mail Online iPad Free/subscription Free Subscription Launch date April 2011 Jun-12 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 months (4 editions) £4.99 6 months (26 editions) £27.99 1 year (52 editions) £49.99 Downloads 1.1m 431,460 Active users/subscribers 241,190 Daily active users/unique users 48,527 Daily session 16 mins per session Ad formats Banner 468 x 60 Replication of newspaper formats Analytics Omniture/DFP - Adserving Omniture SiteCatalyst App Mail Plus (Kindle Fire) Mail Plus (iPad) Mail Plus (iAndroid) Free/subscription Subscription Subscription Subscription Launch date Oct-12 Feb-13 Jan-13 Price 7- day Mail plus: Daily Mail plus - Mon to Sat: 7- day Mail plus: Weekly £3.99, Monthly £12.99 Weekly £2.99, Monthly £9.99, Single £69p Weekly £3.99, Monthly £11.99 Daily Mail plus - Mon to Sat: Daily Mail plus - Mon to Sat: Single issue £0.69, Weekly £2.99, Monthly £9.99 Single issue £0.69, Weekly £2.99, Monthly £9.99 Mail on Sunday plus Mail on Sunday plus Single issue£1.49, Monthly £4.99 Single issue£1.49, Monthly £3.99 Downloads 37,542 40,649 2,742 Ad formats Full screen view; 660 x 1235 Full screen view; 1024 x 768 21 Analytics Omniture Omniture Omniture
  22. 22. Essential FactsDaily Mirror and Daily Record Daily Mirror and Daily Record App iPad Free/subscription Free Launch date Dec 2012 Price - Downloads Active users/subscribers Daily active users/unique users Daily session Ad formats Full page interstitials, banners and half pages Analytics For more information contact: David Emin, managing director, Trinity Mirror national sales david.emin@mgn.co.uk 22
  23. 23. Essential FactsComing Soon Format iPad, Android and Kindle Launch date Q2 2013 Ad formats New rich media ad formats via rockbox For more information contact: Ian Rees, head of Sun Media (sales) Ian.rees@newsint.co.uk 23
  24. 24. Contact usinfo@newsworks.org.uk+44(0)20 7839 8935

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