Audiences Not Platforms 2.0
•Download as PPTX, PDF•
1 like•253 views
Cross platform planning in a connected world. The first news publisher centric cross platform planning tool.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Audiences Not Platforms 2.0
Similar to Audiences Not Platforms 2.0 (20)
More from Ian Gibbs
More from Ian Gibbs (17)
Recently uploaded
Recently uploaded (20)
Audiences Not Platforms 2.0
- 1. Cross platform planning in a connected world
- 2. The multi-platform future is now 11 hours of media consumption ...crammed into just 9 hours a day Proportion of daily media consumption that happens simultaneously: 62% 2013 65% 2014 Source: Ofcom Digital Comms Report 2014
- 3. Nowhere is this more true than for news brands Print 22% Desktop 44% Mobile 4% 16% 5% 3% 6% Distribution of Quality News audience by platform, past week Source: Total Audience 2014
- 4. Which is why we have scale comparable to Facebook and Google Google monthly reach Newsbrands monthly reach 45.2m 39.8m34.1m Facebook monthly reach Source: ComScore /NRS PADD September 2014 22m Guardian and Telegraph combined
- 5. Cross-platform is a hygiene factor for advertisers 2012 8.9 Average number of channels used in ad campaigns: 2000 3.3 Source: IPA 2014
- 6. So why is cross-platform planning so hard?
- 7. Cross-platform news brand data exists Cross-platform planning tools exist
- 8. But there are gaps…. Print sections Desktop site sections Mobile site sections Apps Off Platform
- 9. This is where ANP2 comes in…. Audience Cross-over survey UKOM comScore OmnitureComscore
- 10. What’s new? Industry collaboration Enhanced channel data Enhanced ad format detail Earned media reach
- 11. From 50 to 200 channels 48 print sections/titles 3x other apps (tablet, travel & fantasy football) 48 desktop channels 2 Flipboard & Google Currents 74 mobile & app channels 25 cross-digital platform channels
- 12. Expand your cross-platform reach Across print, desktop and mobile the Guardian and the Telegraph reach… 64% of all AB adults 67% of those with a net income of £70k+ 50% of car owners 63% of business travellers 43% of the adult population 42% of main shoppers 22 million GB adults in total Source: NRS PADD Sept 2014
- 13. Harness the power of earned media 43% more likely to be a conversation catalyst 1.05 million conversation catalysts The Guardian and the Telegraph‘s audience are…
- 14. So what are the benefits? 2. Efficiency 2. Effectiveness 1. Simplicity
- 15. 1. Simplicity
- 16. Why use many planning tools when you can use just one?
- 17. 2. Efficiency
- 18. Planning a cross-platform campaign using Audiences Not Platforms A high street retailer targeting main shoppers The original campaign: Audience 1,154,000 GRPs 9.47 Impacts 2,499,000 Paid + Earned Impacts 4,598,000 CPT £24.01 x 6 insertions
- 19. Planning a cross-platform campaign using Audiences Not Platforms Audience 1,498,000 +30% +44% +44% + +35% -30% GRPs 13.6 Impacts 3,601,000 Paid + Earned Impacts 6,227,000 CPT £17.08 ANP Optimised Campaign Formats: x 3 insertions Culture, Fashion Life&Style, Travel
- 20. Planning a cross-platform campaign using Audiences Not Platforms Holiday company targeting regular holiday takers The original campaign: Audience 1,384,000 GRPs 17.23 Impacts 3,960,000 Paid + Earned Impacts 6,200,000 CPT £33.33 x 6 insertions
- 21. Planning a cross-platform campaign using Audiences Not Platforms Audience 2,158,000 +55% +42% +42% + +53% -29% GRPs 24.55 Impacts 5,640,000 Paid + Earned Impacts 9,541,000 CPT £23.58 ANP Optimised Campaign Formats: x 4 insertions Travel, Food and Drink Home page, Life & Style, Travel
- 22. Moving £40k from ITV to Telegraph and Guardian digital platforms…. Schedule One: £200,000 3.7 million AB adults £31.48 CPT Schedule Two: £200,000 4.5 million AB adults £24.75 CPT Telegraph & Guardian print: £60k ITV1: £140k Telegraph & Guardian print & online: £100k ITV1: £100k +800k reach -21% CPT
- 23. 3. Effectiveness
- 24. Case study: Automotive campaign Print Mobile iPadWeb Cross platform motors campaign running across four platforms
- 25. Case study: Automotive campaign 51% of respondents recalled seeing the campaign on more than one Guardian platform… OnlineIn Print On TabletOn mobile 59% 31% 37% 12% Purchase consideration Visit website Cross Platform +208% increase +90% increase
- 26. Case study: British Gas campaign Print Mobile iPadWeb British Gas ran a cross platform campaign with the Telegraph
- 27. 23% 14% 45% 32% 24% 15% 15% 9% Awareness +41% increase Single Platform Exposure Single PlatformCross Platform Find out more Talk about Sign up for an account +60% increase +64% increase +67% increase Case study: British Gas campaign Big uplifts for those who saw the campaign across multiple platforms
- 28. What next?