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Guy Phillipson- Three device lives: tablets in context
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Guy Phillipson- Three device lives: tablets in context

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Breakfast & Brains September 2012

Breakfast & Brains September 2012

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    Guy Phillipson- Three device lives: tablets in context Guy Phillipson- Three device lives: tablets in context Presentation Transcript

    • Brains and Breakfast Guy Phillipson, CEO IAB UK
    • Three device lives: tablets in context
    • Objectives Core Objective: To understand the ways in which people consume content across mobile, tablet and PC devices Through exploration of: Differences in Appreciation of device Interaction withconsumption between optimised content on advertising across the devices each device three devices … and crucially what this means for advertisers
    • The smartphone is used with the highest frequency Which device did you use to access the internet or use an app? PC+Smartphone Users Tablet+PC+Smartphone Users 79% 63% 21% 19% 17%Base: PC+Smartphone Users 413 / Tablet+PC+Smartphone Users 256
    • Each device has it’s moment during the day- the tablet particularly during the evening Day in the Life of Device Usage - Weekday 35% 30% 25% % of Interactions 20% 15% 10% 5% 0% Night Time Early Morning Morning Late morning Early Afternoon Early Evening Late Evening 1-3am 4-6am 7-9am 10am-12am Afternoon 4-6pm 7-9pm 10-12pm 1pm-3pm Desktop Mobile TabletBase (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544
    • Tablet usage peaks during non working hours Day in the Life of Device Usage - Tablets 30% 25% % of Interactions 20% 15% 10% 5% 0% Night Time Afternoon Morning 7-9am Late morning Early Afternoon Early Evening Late Evening 1-3am 4-6pm 10am-12am 1pm-3pm 7-9pm 10-12pm Weekday WeekendBase (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544 / Tablet PC 185
    • Tablets are a multi-tasking device 51% 33% Tablet usage with 35% TV Mobile usage Desktop with TV usage with TVSource: IAB Three Device Lives: Tablets in context
    • Tablets are an entertainment device Which of your devices best allows you to be entertained? PC, 29% Tablet, 49% Mobile, 22%Source: IAB Three Device Lives: Tablets in context
    • Tablet owners shop a lot 72% purchase weekly 2:56 2:12Source: IAB Mojo Study
    • Smartphones are changing the way we shop38%of respondentsuse theirsmartphone instore E1b. When you have been out shopping have you ever used your mobile / smartphone to look for more information on products you were thinking of buying?
    • Top 100 advertiser mobile websites 63% Vs. 37% Non - Optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
    • The average minutes per visitor increased by 2 minutes on optimised sites 6 5 Average Minutes per Visitor 5 Definition: Average Minutes 4 per Visitor 3 The average 3 number of minutes spent on 2 the website during the 1 month, per visitor. 0 Non - optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
    • There are 33% more average pages per visitor on optimised sites 20 19 Definition: 18 Average Average Pages per Visitor 16 Pages per 14 Visitor 12 The average 12 number of 10 pages viewed 8 during a 6 month by 4 persons visiting the 2 website. 0 Non - optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
    • Tablet Ad Formats Study
    • Methodology •  Quantitative •  Ipsos ran a survey of 1,000 respondents completed on their tablet •  9 ad formats embedded in a mock newspaper page from Celtra platform •  Qualitative •  4 day blogging exercise with 8 tablet owners •  Respondents asked interact with a range of static, animated and interactive ads on their tablets from publications including Wired, Vogue and Vanity FairSource: IAB Tablet Ad Format Study July 2012
    • The 9 formats Static Dynamic Interactive MPU Leaderboard Full PageSource: IAB Tablet Ad Format Study July 2012
    • Interactive Examplehttp://www.youtube.com/watch?v=IATv7_8nOQk
    • There is an expectation for advertisers to be on tablets 45% “I expect my Agree favourite brands to be advertising 39% Neutral on tablet computers”Source: IAB Tablet Ad Format Study July 2012
    • The more dynamic & interactive the tablet ad, the better they perform Interactive 48% Interactive 44% Interactive 40% Animated 42% Animated 39% Animated 33% Static 20% Static 13% Static 21% Engaging Innovative Memorable Interactive 19% Interactive 32% Animated 21% Animated 36% Static 32% Static 56% Boring OrdinarySource: IAB Tablet Ad Format Study July 2012
    • Different formats have different strengths Size of bubble represents UNIQUE / MEMORABLE % who recall seeing ad Full Page Interactive I Full page MPU Interactive MPU A Full Page Interactive II B Leaderboard Interactive C MPU Dynamic ENGAGING / FUN Leaderboard Dynamic ANNOYING / IRRITATING Leaderboard D E Full Page Static G MPU Static F Leaderboard Static H I BORING/ ORDINARYSource: IAB Tablet Ad Format Study July 2012
    • Summary•  Consumers already expect to see tablet adsand like ad funded models•  Interactive formats create a connection-consumers like to ‘get their hands dirty’ withtablets•  Although consumers expect more from tabletads, the old rules of advertising still apply.Context is king.iabuk.net/contact