#TabletProject
What we
are
covering
A brief history
The results
Creative observations
Summary and key tips
A quick history lesson
May 2010
UK tablet
owners
TouchPoints5 eMarketerComScore
May 2014
17.9m 19.1m 21.1m
Tablet ownership
25% 41% 47% 41% 38%
18-24 25-34 35-44 55+45-54
C2DE
39%
ABC1
61%
Men
48%
Women
52%
Demographics
10,856,000
Tablet users who are newsbrand readers
1,545,000
Weekly tablet newsbrand reach
Benefits of tablets
https://www.youtube.com/watch?v=hPl42nTkf6I
Consumer research
Why did we launch
the project?
How many tablets
How many apps
How many people
Individual campaign results
We know
We didn’t
know
What success looks like
Creative Results
campaigns months
What we did
20 3
ParticipantsParticipants
Language
Language
Views
Content views
Impressions
Delivered impressions
UK+Occurences
Occurrences
UK+ No. Ad click thru
Delivered c...
Language
Ad Views Taps Dwell
Time
Tap Rate
(%TR)
Advantages of newsbrand tablet advertising
https://www.youtube.com/watch?v=1JV0hWt4AcE
Consumer research
Results
Average Tap Rate Average Dwell Time
Averages across five sectors
0.79% 7.0 seconds
0.79% 0.61% 0.87% 1.04% 0.57%
7.0s 6.9s 5.9s 6.1s
0.84%
6.8s 10.1s
Individual sectors
Motors Finance Retail and
Travel
Tec...
Creative Type
Text link
Video
Interactive
Text link
0.82% 5.6s
Video
1.06% 7.1s
Interactive
0.42% 9.0s
0.79%
7.0s
0.82%
5.6s
1.06% 0.42%
7.1s 9.0s
Project
average
Text link Video Interactive
Creative types
Consumer research
Interactive tablet ads likes and dislikes
https://www.youtube.com/watch?v=kFGRboTctFo
Creative Observations
Text link
Video
Interactive
Text link
Action orientated copy
Key metric = Tap Rate
Video
Clarity and relevance
Key metric = Tap Rate/
Dwell Time
Interactive
Informative and engaging
Key metric = Dwell Time
Summary
and key tips
Be directionalKeep it simple Give the user
control
Remember
the campaign
objectives
The Tablet Project: Charts
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The Tablet Project: Charts

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Newsworks' Tablet Project provides key benchmarks for tablet advertising along with creative learnings and consumer views.

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The Tablet Project: Charts

  1. 1. #TabletProject
  2. 2. What we are covering A brief history The results Creative observations Summary and key tips
  3. 3. A quick history lesson May 2010 UK tablet owners
  4. 4. TouchPoints5 eMarketerComScore May 2014 17.9m 19.1m 21.1m
  5. 5. Tablet ownership 25% 41% 47% 41% 38% 18-24 25-34 35-44 55+45-54
  6. 6. C2DE 39% ABC1 61% Men 48% Women 52% Demographics
  7. 7. 10,856,000 Tablet users who are newsbrand readers
  8. 8. 1,545,000 Weekly tablet newsbrand reach
  9. 9. Benefits of tablets https://www.youtube.com/watch?v=hPl42nTkf6I Consumer research
  10. 10. Why did we launch the project?
  11. 11. How many tablets How many apps How many people Individual campaign results We know
  12. 12. We didn’t know What success looks like Creative Results
  13. 13. campaigns months What we did 20 3
  14. 14. ParticipantsParticipants
  15. 15. Language
  16. 16. Language Views Content views Impressions Delivered impressions UK+Occurences Occurrences UK+ No. Ad click thru Delivered clicks Clicks Exits Clicks/Visits Total clicks % CTR CTR Click through rate Views Content views Impressions Delivered impressions UK+Occurences Occurrences
  17. 17. Language Ad Views Taps Dwell Time Tap Rate (%TR)
  18. 18. Advantages of newsbrand tablet advertising https://www.youtube.com/watch?v=1JV0hWt4AcE Consumer research
  19. 19. Results
  20. 20. Average Tap Rate Average Dwell Time Averages across five sectors 0.79% 7.0 seconds
  21. 21. 0.79% 0.61% 0.87% 1.04% 0.57% 7.0s 6.9s 5.9s 6.1s 0.84% 6.8s 10.1s Individual sectors Motors Finance Retail and Travel Tech Entertainment Av Project average
  22. 22. Creative Type Text link Video Interactive
  23. 23. Text link 0.82% 5.6s
  24. 24. Video 1.06% 7.1s
  25. 25. Interactive 0.42% 9.0s
  26. 26. 0.79% 7.0s 0.82% 5.6s 1.06% 0.42% 7.1s 9.0s Project average Text link Video Interactive Creative types
  27. 27. Consumer research Interactive tablet ads likes and dislikes https://www.youtube.com/watch?v=kFGRboTctFo
  28. 28. Creative Observations Text link Video Interactive
  29. 29. Text link Action orientated copy Key metric = Tap Rate
  30. 30. Video Clarity and relevance Key metric = Tap Rate/ Dwell Time
  31. 31. Interactive Informative and engaging Key metric = Dwell Time
  32. 32. Summary and key tips Be directionalKeep it simple Give the user control Remember the campaign objectives
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