Breakfast & Brains, September 2012- Guy Phillipson

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Breakfast & Brains September 2012

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Breakfast & Brains, September 2012- Guy Phillipson

  1. 1. Brains and Breakfast Guy Phillipson, CEO IAB UK
  2. 2. Three device lives: tablets in context
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Tablet owners shop a lot 72% purchase weekly 2:56 2:12Source: IAB Mojo Study
  10. 10. 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?
  11. 11. Top 100 advertiser mobile websites 63% Vs. 37% Non - Optimised OptimisedSource: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  12. 12. 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
  13. 13. 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
  14. 14. Tablet Ad Formats Study
  15. 15. 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
  16. 16. The 9 formats Static Dynamic Interactive MPU Leaderboard Full PageSource: IAB Tablet Ad Format Study July 2012
  17. 17. Interactive Examplehttp://www.youtube.com/watch?v=IATv7_8nOQk
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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

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