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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.

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

Published in: Marketing, Technology, Design

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Transcript

  • 1. #TabletProject
  • 2. What we are covering A brief history The results Creative observations Summary and key tips
  • 3. A quick history lesson May 2010 UK tablet owners
  • 4. TouchPoints5 eMarketerComScore May 2014 17.9m 19.1m 21.1m
  • 5. Tablet ownership 25% 41% 47% 41% 38% 18-24 25-34 35-44 55+45-54
  • 6. C2DE 39% ABC1 61% Men 48% Women 52% Demographics
  • 7. 10,856,000 Tablet users who are newsbrand readers
  • 8. 1,545,000 Weekly tablet newsbrand reach
  • 9. Benefits of tablets https://www.youtube.com/watch?v=hPl42nTkf6I Consumer research
  • 10. Why did we launch the project?
  • 11. How many tablets How many apps How many people Individual campaign results We know
  • 12. We didn’t know What success looks like Creative Results
  • 13. campaigns months What we did 20 3
  • 14. ParticipantsParticipants
  • 15. Language
  • 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. Language Ad Views Taps Dwell Time Tap Rate (%TR)
  • 18. Advantages of newsbrand tablet advertising https://www.youtube.com/watch?v=1JV0hWt4AcE Consumer research
  • 19. Results
  • 20. Average Tap Rate Average Dwell Time Averages across five sectors 0.79% 7.0 seconds
  • 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. Creative Type Text link Video Interactive
  • 23. Text link 0.82% 5.6s
  • 24. Video 1.06% 7.1s
  • 25. Interactive 0.42% 9.0s
  • 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. Consumer research Interactive tablet ads likes and dislikes https://www.youtube.com/watch?v=kFGRboTctFo
  • 28. Creative Observations Text link Video Interactive
  • 29. Text link Action orientated copy Key metric = Tap Rate
  • 30. Video Clarity and relevance Key metric = Tap Rate/ Dwell Time
  • 31. Interactive Informative and engaging Key metric = Dwell Time
  • 32. Summary and key tips Be directionalKeep it simple Give the user control Remember the campaign objectives