Newsworks' Tablet Project provides key benchmarks for tablet advertising along with creative learnings and consumer views.

1. #TabletProject

2. What we
are
covering
A brief history
The results
Creative observations
Summary and key tips

3. A quick history lesson
May 2010
UK tablet
owners

4. TouchPoints5 eMarketerComScore
May 2014
17.9m 19.1m 21.1m

5. Tablet ownership
25% 41% 47% 41% 38%
18-24 25-34 35-44 55+45-54

6. C2DE
39%
ABC1
61%
Men
48%
Women
52%
Demographics

7. 10,856,000
Tablet users who are newsbrand readers

8. 1,545,000
Weekly tablet newsbrand reach

9. Benefits of tablets
https://www.youtube.com/watch?v=hPl42nTkf6I
Consumer research

10. Why did we launch
the project?

11. How many tablets
How many apps
How many people
Individual campaign results
We know

12. We didn’t
know
What success looks like
Creative Results

13. campaigns months
What we did
20 3

14. ParticipantsParticipants

16. Language

17. Language
Views
Content views
Impressions
Delivered impressions
UK+Occurences
Occurrences
UK+ No. Ad click thru
Delivered clicks
Clicks
Exits
Clicks/Visits
Total clicks
% CTR
CTR
Click through rate
Views
Content views
Impressions
Delivered impressions
UK+Occurences
Occurrences

18. Language
Ad Views Taps Dwell
Time
Tap Rate
(%TR)

19. Advantages of newsbrand tablet advertising
https://www.youtube.com/watch?v=1JV0hWt4AcE
Consumer research

20. Results

21. Average Tap Rate Average Dwell Time
Averages across five sectors
0.79% 7.0 seconds

22. 0.79% 0.61% 0.87% 1.04% 0.57%
7.0s 6.9s 5.9s 6.1s
0.84%
6.8s 10.1s
Individual sectors
Motors Finance Retail and
Travel
Tech Entertainment
Av
Project
average

23. Creative Type
Text link
Video
Interactive

24. Text link
0.82% 5.6s

25. Video
1.06% 7.1s

26. Interactive
0.42% 9.0s

27. 0.79%
7.0s
0.82%
5.6s
1.06% 0.42%
7.1s 9.0s
Project
average
Text link Video Interactive
Creative types

28. Consumer research
Interactive tablet ads likes and dislikes
https://www.youtube.com/watch?v=kFGRboTctFo

29. Creative Observations
Text link
Video
Interactive

30. Text link
Action orientated copy
Key metric = Tap Rate

31. Video
Clarity and relevance
Key metric = Tap Rate/
Dwell Time

32. Interactive
Informative and engaging
Key metric = Dwell Time

33. Summary
and key tips
Be directionalKeep it simple Give the user
control
Remember
the campaign
objectives