The development of a cross platform media planning tool for newsbrands wrapped around the IPA's touchpoints survey

1. Breaking Down Audience Silos
Ian Gibbs, Data Stories
Lynne Robinson, IPA
AUDIENCES
NOT PLATFORMS

2. The multi-platform reality: consumer attention is
more scarce than ever
9.5 hours of media
consumption
...crammed into
just 8 hours a day
Proportion of adults consuming 2+
media in the same half hour:
79%
2005
92%
2017
Source: Touchpoints 2017

3. Cross platform as standard for News Brand audiences
Print
30%
Browser
33%
Mobile App
10%
9% 3%
9%
5%
Distribution of Quality News weekly audience by platform
Source: Touchpoints 2017

4. Which is why they still reach more people than Google
each month
Google
monthly UK
reach
Newsbrands
monthly UK
reach
42.8m 47.5m
Source: NRS PADD April 16 to March 2017

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 2017
2017
14.4

6. Cross-platform
news brand data exists
Cross-platform
planning tools exist
So why is cross-platform planning so hard?

7. There are gaps for individual publishers….
Print
sections
Desktop
site sections
Mobile
site sections
Apps Off
Platform

8. The Guardian across print and digital in 2014…
The Guardian
in Print
The Guardian’s
desktop site
m.Guardian
.co.uk
iPad
Edition
iPhone
App
Android
App
Guardian
Weekly
Blackberry 10
App
Windows
App
Guardian
Eyewitness
for iPad
Guardian on
Flipboard
Guardian on
Google Currents
Guardian
Witness
The Guardian
Kindle Edition

9. Modelling the missing channels on to Touchpoints
Audience
Cross-over
survey
UKOM
comScore
OmnitureComscore
• Probability
modelling
• Not multibasing
or fusion
• Leveraged
existing
TouchPoints
methodology
• Respondent level
probability
calculations

10. Enhanced through collaboration with the Telegraph
Industry
collaboration
Enhanced
channel data
Enhanced ad
format detail
Earned
media reach

11. Boosting coverage 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. Accessed through industry planning tools

13. So what are the benefits?
2.
Efficiency
2.
Effectiveness
1.
Simplicity

14. Simplicity: Why use many planning tools
when you can use just one?

15. Efficiency: 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

16. 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

17. Effectiveness 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

18. Industry recognition and influence

19. Going forwards…

20. Thanks!