Branded Content on 3 devices
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This document discusses strategies for branded content on different devices based on user behavior data from NU.nl, a Dutch news website. It analyzes how visit length, sharing habits, and activities vary depending on the time of day and device (mobile, tablet, or laptop). Some key findings include that afternoon tablet visits are longest, mobile visits in the morning are quicker, and tablets are most used for sharing articles. It also provides recommendations for optimizing branded content, such as emphasizing news value and relevance, keeping mobile content short, and making tablet content more rich and personal. The goal is to understand the best ways to place branded content based on user moments and device influence.
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Branded Content on 3 devices
- 1. Branded content on 3 devices Carolien de Rooi – Marketing Partnerships
- 2. why
- 3. Influence of mobile is increasing rapidly. NU.nl’s 1 billion pageviews per month, 75% comes from mobile.
- 4. ‘When and based on what should brands choose branded content on tablet, smartphone or laptop/pc?’ What is the influence of the user moment? What is the device influence?
- 5. HYPOTHESIS 1: A visit to NU.nl is longest on tablet around the afternoon
- 6. HYPOTHESIS 2: During a visit to Nu.nl on mobile in the morning, people are in a hurry.
- 7. HYPOTHESIS 3: NU.nl’s articles are mostly shared with other via tablets
- 8. HYPOTHESIS 4: Most nu.nl visitors check the entire homepage
- 11. Device & moment
- 13. Sociodemo user groups NU.nl EXPLANATION 58% 42% 75% 25% 67% 33% 65% 35% 65% 35% 69% 31% 20-34 years (44%)
- 14. Length and location NU.nl EXPLANATION Work (21%) 7 min 6 min 7 min 7 Home (64%) On road (11%) 7 min 9 min 8 min Elsewhere (1%) 8 6 min 5 min 6 min 7 7 7 6
- 15. Emotions while visiting NU.nl Mostly relaxted EXPLINATION Hurry (4%) Bored (12%) Enthusiastic (6%) Relaxed (57%)
- 16. Activity on NU.nl CHECKS ENTIRE HOMEPAGE (ALWAYS & USUAL) AVERAGE: CLICKS THROUGH (ALWAYS & USUAL ) AVERAGE: 63% 56% + + + + LOOKING AT FOTO’S & SLIDESHOWS (ALWAYS & USUAL) AVERAGE: + + + - + - 12% - 16 + - LOOKING FOR INFORMATION (ALWAYS & USUAL) AVERAGE: + + + 23% - + - + + + + + -
- 17. Device visitors NU.nl EXPLANATION AVERAGE MULTIPLE TIMES PER DAY: 23% • HIGH VISITORS FREQUENCY • FAST MAJORITY VISITS NU.NL ONCE A PER DAY PART 20% 17% 14% • NU.NL IS MOSTLY VISITED IN THE MORNINGS VIA MOBILE 16% 29% 21% • LOW TIME, PER LAPTOP/PC IN THE EVENING 37% 19% 16%
- 18. ACTIVITEITEN NU.NL Activiteit op nu.nl READS ARTICLE WITH A LOT OF ATTENTION WATCHES VIDEOS (ALWAYS & USUAL) AVERAGE: 10% AVERAGE: + + + + - READS ENTIRE ARTICLE (TOP3) 6% AVERAGE + + + - SHARES ARTICLES WITH OTHERS (ALWAYS & USUAL) AVERAGE: 22% : 44% + - - +
- 20. HERKENNING BRANDED Recognition Branded Content CONTENT AVERAGE RECOGNITION BRANDED CONTENT: 74% • 71% 72% 74% 74% 75% 71% • DIFFERENCE IN BRAND RECOGNITION BY PLACEMENT OF THE BRAND WITHIN THE BRANDED CONTENT MESSAGE • 78% NO DIFFERENCE IN BRAND RECOGNITION PER DEVICE OR PART OF DAY. NO DIFFERENCE IN BRAND RECOGNITION PER DEVICE OR PART OF DAY 73% 75% 76% 74% 75% 74% 72% 75%
- 21. Appreciation Branded Content OVERALL Made to sell Gemaakt om mij producten te me verkopen products 49% 48% 55% 53% Gemaakt om mij te beinvloeden Made to influence me 46% 57% 54% Commercieel Commercial content 52% 56% PC/Laptop Tablet Mobiel
- 22. WAARDERING BRANDED Appreciation Branded Content CONTENT Morning: • ‘News value’ is essential for branded content, especially on mobile and tablet. • Branded content scores highest on commerical
- 23. Appreciation Branded Content Afternoon: Branded content is deemed most positive (nice, interesting, this is page is made to entertain me)
- 24. Appreciation Branded Content Evening: Branded content most relevant
- 25. Appreciation Branded Content Via PC/Laptop: Tips & advise are valued most
- 26. Appreciation Branded Content Via tablet: • Branded Content is most personal • Triggers most to seeking more information
- 27. Appreciation Branded Content Via smartphone: Branded Content is deemed „too long‟ especially in the evening
- 28. recommendations
- 29. Recommendations - general • Relevance, informative & actuality • Newsvalue • Clear and crisp overview as format • Never too commercial • To optimize brand recognition, it is advisable to state the advertiser or product name in the first alinea.
- 30. Recommendations • Give tips and advise • Possibility to give more information, because of intensive reading • Header should trigger, because of lower visitors frequency
- 31. Recommendations • Short and sweet • To the point: “what‟s in it for me” • News value relatively important
- 32. Recommendations • Offer extensive and rich content (e.g. video, games) • Offer interaction • Make the message personal & relevant
Editor's Notes
- Fieldwork: Fieldwork done in week 51, 2012. It ran per device, per moment. sample: Screening van n=6.230 respondenten 20-49 jaar, samples gotten takenfrom theOpinionbar panel van MetrixLab. Followedby 1045 respondentsweregiven a more extended questionnaire. Representative per device/moment NU.nl.
- 1045 Respondentsfilled out a questionairewhilstusingtheir device whichtheyusetovisit NU.nl The questionaire gave the respondent the time to view NU.nl at theirown pace, of which3 branded content products