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Brains and Breakfast




                       Guy Phillipson, CEO IAB UK
Three device lives: tablets in context
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 with
consumption between      optimised content on        advertising across the
       devices               each device                 three devices


             … and crucially what this means for advertisers
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
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        Tablet




Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544
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             Weekend



Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544 / Tablet PC 185
Tablets are a multi-tasking device




              51%                                                    33%
            Tablet usage with                          35%
                    TV                               Mobile usage    Desktop
                                                       with TV      usage with
                                                                       TV




Source: IAB Three Device Lives: Tablets in context
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
Tablet owners shop a lot




                                         72%
                                        purchase
                                         weekly



                                         2:56   2:12

Source: IAB Mojo Study
Smartphones are changing the way we
 shop



38%
of respondents
use their
smartphone in
store
          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?
Top 100 advertiser mobile websites




                  63%                                          Vs.                         37%

                     Non - Optimised                                                             Optimised

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
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             Optimised


Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
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               Optimised


Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Tablet Ad Formats Study
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 Fair


Source: IAB Tablet Ad Format Study July 2012
The 9 formats

                                               Static   Dynamic   Interactive




                              MPU




                      Leaderboard




                         Full Page




Source: IAB Tablet Ad Format Study July 2012
Interactive Example




http://www.youtube.com/watch?v=IATv7_8nOQk
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
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                             Ordinary



Source: IAB Tablet Ad Format Study July 2012
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/ ORDINARY
Source: IAB Tablet Ad Format Study July 2012
Summary

•  Consumers already expect to see tablet ads
and like ad funded models

•  Interactive formats create a connection-
consumers like to ‘get their hands dirty’ with
tablets

•  Although consumers expect more from tablet
ads, the old rules of advertising still apply.
Context is king.

iabuk.net/contact

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Breakfast & Brains, September 2012- Guy Phillipson

  • 1. Brains and Breakfast Guy Phillipson, CEO IAB UK
  • 2. Three device lives: tablets in context
  • 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 with consumption between optimised content on advertising across the devices each device three devices … and crucially what this means for advertisers
  • 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. 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 Tablet Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544
  • 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 Weekend Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544 / Tablet PC 185
  • 7. Tablets are a multi-tasking device 51% 33% Tablet usage with 35% TV Mobile usage Desktop with TV usage with TV Source: IAB Three Device Lives: Tablets in context
  • 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. Tablet owners shop a lot 72% purchase weekly 2:56 2:12 Source: IAB Mojo Study
  • 10. Smartphones are changing the way we shop 38% of respondents use their smartphone in store 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. Top 100 advertiser mobile websites 63% Vs. 37% Non - Optimised Optimised Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  • 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 Optimised Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  • 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 Optimised Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
  • 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 Fair Source: IAB Tablet Ad Format Study July 2012
  • 16. The 9 formats Static Dynamic Interactive MPU Leaderboard Full Page Source: IAB Tablet Ad Format Study July 2012
  • 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. 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 Ordinary Source: IAB Tablet Ad Format Study July 2012
  • 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/ ORDINARY Source: IAB Tablet Ad Format Study July 2012
  • 21. Summary •  Consumers already expect to see tablet ads and like ad funded models •  Interactive formats create a connection- consumers like to ‘get their hands dirty’ with tablets •  Although consumers expect more from tablet ads, the old rules of advertising still apply. Context is king. iabuk.net/contact