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Breaking Down Audience Silos
Ian Gibbs, Data Stories
Lynne Robinson, IPA
AUDIENCES
NOT PLATFORMS
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
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
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
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
Cross-platform
news brand data exists
Cross-platform
planning tools exist
So why is cross-platform planning so hard?
There are gaps for individual publishers….
Print
sections
Desktop
site sections
Mobile
site sections
Apps Off
Platform
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
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
Enhanced through collaboration with the Telegraph
Industry
collaboration
Enhanced
channel data
Enhanced ad
format detail
Earned
media reach
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
Accessed through industry planning tools
So what are the benefits?
2.
Efficiency
2.
Effectiveness
1.
Simplicity
Simplicity: Why use many planning tools
when you can use just one?
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
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
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
Industry recognition and influence
Going forwards…
Thanks!

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Audiences not Platforms PDRF October 2017

  • 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