Five things you should know aboutnewsbrands and tabletsAndre McGarrigleDirector of Audience, Guardian News & Media        ...
1. We are moving to a post PC worldwhere smart devices* dominate                            * includes tablets            ...
Smart is bigger than PC                           Global Internet Device SalesSource: Business Insider                    ...
2. Newsbrands’ audience growth isbeing driven by mobile devices*, andtablets are central to that trend                    ...
Digital adoption and multiple platforms are drivingaudience growth                                            National Qua...
Mobile devices are the key driver of recent growth                                                                        ...
Mobile devices are the key driver with tablets a   major contributor of traffic growth.Source: Adobe Discover             ...
3. Tablets are a core component ofNewsbrands’ multi-channel offering                                     8
The modern, multi-channel newsbrand   Case study: the GuardianSources: Adobe Site Catalyst (Oct 2012), Comscore (Sep 2012)...
A variety of devices play complementary roles inpeople’s lives             Staying               Relaxing            Stayi...
And they use them at different times of the day   accordinglySource: Touchpoints 4, Media Diaries                         ...
4. Tablets are attracting a new, morevaluable, more engaged audience                                        12
A new audience …                                                       Sources of news by main access point70%            ...
… of super-consumers                                               % more likely  AB                                      ...
… who are more engaged                                   Visits per visitor   Page views per visit   Average time spent   ...
5. Tablets are a highly effectiveadvertising channel(particularly as part of an integrated approach)                      ...
Tablets are emerging as the main platform formobile ad expenditure     In 2012 Tablets account for 10% of all smart mobile...
GNM case study:Moonrise Kingdom campaign                                               Cross-media exposure:              ...
In summary1. We are moving to a post PC world where smart devices dominate2. Newsbrands’ audience growth is being driven b...
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Newsworks presentation 231112_a_mc_g (1)

  1. 1. Five things you should know aboutnewsbrands and tabletsAndre McGarrigleDirector of Audience, Guardian News & Media 1
  2. 2. 1. We are moving to a post PC worldwhere smart devices* dominate * includes tablets 2
  3. 3. Smart is bigger than PC Global Internet Device SalesSource: Business Insider 3
  4. 4. 2. Newsbrands’ audience growth isbeing driven by mobile devices*, andtablets are central to that trend * includes tablets 4
  5. 5. Digital adoption and multiple platforms are drivingaudience growth National Quality Newsbrands Total Unduplicated Weekly Reach 13,600,000 12,000,000 12,100,000 1994 2008 2012Source: GNM Total Audience Research 2008, 2012 NRS Jan-Dec 1994, includes Daily/Sunday Telegraph/telegraph.co.uk, Times/Sunday Times/thetimes.co.uk, Guardian/Observer/guardian.co.uk, Independent/IOS/independent.co.uk, FT/ft.com 5
  6. 6. Mobile devices are the key driver of recent growth Total weekly audience = 13.6 million Fixed internet 1,916 Quality press weekly audience, 14% by platform (000s) 1,784 863 13% 1,171 6% 9% 6,790 548 525 50% 4% 4% Mobile devices PrintSource: GNM Total Audience Research 2012, includes Daily/Sunday Telegraph/telegraph.co.uk, Times/Sunday Times/thetimes.co.uk, Guardian/Observer/guardian.co.uk, Independent/IOS/independent.co.uk, FT/ft.com 6
  7. 7. Mobile devices are the key driver with tablets a major contributor of traffic growth.Source: Adobe Discover 7
  8. 8. 3. Tablets are a core component ofNewsbrands’ multi-channel offering 8
  9. 9. The modern, multi-channel newsbrand Case study: the GuardianSources: Adobe Site Catalyst (Oct 2012), Comscore (Sep 2012), Twitter (Oct 2012), Facebook (Oct 2012), YouTube (Oct 2012), Google+ (Oct 2012), Pinterest (Oct 9 2012), NRS July -June 2012 . Note: social offering shows total users. Monthly audience unless otherwise stated.
  10. 10. A variety of devices play complementary roles inpeople’s lives Staying Relaxing Staying in-touch productive • At home • At home or work • On the go • Entertainment • Performing tasks • Connecting/ socialising • Relaxing • Storing information • Short dips • Exploring new • Requiring time and • Sharing info things concentration • Quick and immediate • Being creative • Research-intensive • Using in-synch with TVSource: IAB, Google 10
  11. 11. And they use them at different times of the day accordinglySource: Touchpoints 4, Media Diaries 11
  12. 12. 4. Tablets are attracting a new, morevaluable, more engaged audience 12
  13. 13. A new audience … Sources of news by main access point70% 1 source60% 58% 52% 2-3 51% sources50% More than 4 sources40% 30% 29%30% 26% 21%20% 14% 11%10% 0% Computer Mobile Tablet Q: In a typical week how many different ONLINE news providers do you use (including traditional and non-traditional sources, specialist digital publications etc)? Base: all (n=2173 ) Main access point for online news: Computer ( n=1564) Mobile (n=256) Tablet (n=84)Source: Reuters Institute Digital Report (July 2012) 13
  14. 14. … of super-consumers % more likely AB +76% £50K + Personal Income +354% Own 1+ car per household +100% spend more on average, % Food +36% Skincare +50% Handbags +85% Music downloads +37% Holidays +20% Donating to charity +34% Source: GNM Total Audience, Wave 1 2012. Sample: Total Audiences of all Newspapers + use a tablet 14
  15. 15. … who are more engaged Visits per visitor Page views per visit Average time spent guardian.co.uk 2.8 3.1 9.5 min m.guardian 2.2 3.1 7.2 min Guardian iPad Edition 14.4 19.3 11.2 minSource: Adobe Discover, Oct 2012 15
  16. 16. 5. Tablets are a highly effectiveadvertising channel(particularly as part of an integrated approach) 16
  17. 17. Tablets are emerging as the main platform formobile ad expenditure In 2012 Tablets account for 10% of all smart mobile devices owned globally and 20% of ad spend on mobile devices By 2014 Tablets will overtake smartphones as a primary mobile advertising platform and by 2016 account for 60% of ad spend on smart devices 70% Tablet share of ownership of and advertising on smart devices globally 60% 60% 53% 50% 40% Tablet share of consumer ownership of smart devices 30% 25% Tablet share of ad spend on smart 20% devices 20% 17% 10% 10% 0% 2012 2014 2016Sources: Yankee Group 2012 (Aug 2012); IDC Forecast (Sep 2012) 17
  18. 18. GNM case study:Moonrise Kingdom campaign Cross-media exposure: • 71% of respondents who saw the ad on guardian.co.uk also saw it on another GNM platform Ad-likeability uplift: • +82% uplift for those exposed on multiple platforms Action uplift: • +78% uplift in likelihood to see the film for those exposed on multiple platformsSource: Source: GNM Brand Aid Panel Research 18
  19. 19. In summary1. We are moving to a post PC world where smart devices dominate2. Newsbrands’ audience growth is being driven by mobile devices, and tablets are central to that trend3. Tablets are core to Newsbrands’ multi-channel offering4. Tablets are attracting a new, more valuable, more engaged audience5. Tablets are a highly effective advertising channel (particularly as part of an integrated approach) 19

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