tablets: a practical guide
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TRANSCRIPT
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Tablets A Practical GuideMarch 2013Edition II
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Part OneMarket, audience and opportunity
– The arrival of tablets
– What’s out there and what’s coming
– Who is using tablets – and what for?
– Ad formats and opportunities
– Where app campaigns fit in the media mix
– Measuring campaign effectiveness
Tablets – A Practical GuideContents – Part One
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Part One Market, audience and opportunity
• The tablet we know today was really defined with the launch of Apple’s iPad in 2010• Estimated 375 million in use globally by 2016*
Key Tablet Characteristics:– Input (touchscreen)– Size (typically between laptops and smartphones)– Portability (light and easy to travel with)– Apps (downloadable programmes that can be updated with new content over the
internet)
“There’s an app for that”
• For the publisher - tablet version of the newspaper• For the advertiser – reach out to customers in a more innovative way
The Arrival of Tablets and AppsA Whole New Category of Devise and What this Means for Advertising
* Forrester
*IDC
The Tablet MarketThe Huge Growth in Ownership and New Product Development
2011 2012
2011 Actual 2012 Forecast 2017 Forecast0
20
40
60
80
100
120
Other
Windows
Android
iOS
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The Key Devices
The Tablet Market
Samsung Galaxy Note 10.1 Apple iPad 4 Google Nexus 7£405-£550 £399-£599 £159-£329Uses a stylus (S-Pen), lower screen res than iPad
4th generation launched only six month after iPad 3
7-inch screen - Tablet of the Year (T3 Awards 2012)
Android iOS Android
Amazon Kindle/Fire/Fire HD/Fire HD 8.9"
Microsoft Surface Apple iPad mini
£129-£229 £399-£599 £269-£529US bestseller Cover doubles as
seperate keyboardApple's 7" screen tablet
Android Windows RT iOS
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What’s Out There and What’s ComingThe Growth Pattern
At present in the UK, 12.2m people own a tablet at which 1.3m are aged 18-24
25%
US Tablet Users
25% of the population in the US use a tablet*
$Five billion dollars will be spent advertising mobile technology
products in the last quarter of 2012**
* Pew research
** Enders Analysis
*IDC
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The tablet has not replaced one single device, just adopted roles and tasks from many of them. The device that it has most usurped is the laptop/PC
Apple's premium priced iPad was so dominant that the profile was skewed older and wealthier, which is still true today
Who Is Using Tablets and What For?New Behaviours
Tablet news readers are about 65% more likely to be AB and 35% C2DE adults.
People use tablets to consume media like TV, magazines and newspapers – but tablets are also creating new media opportunities like the “second screen” role
60% of owners say they use the tablet more than they thought they would – 43% say a lot more
Tablet experience as “relaxed creativity” with 42% of owners saying it’s the device which “best allows me to explore new things”
58% of tablet users access news with it each week, making news one of the top three uses for the device – with email and games
Nearly a third say they are spending more time with news since getting their tablet. 31% find new sources of news, most people stick to 1, 2 or 3 trusted sources (13% use 4+)
Source: YouGovSource: Reuters Institute
Source: Harris Interactive Source: IABSource: Reuters Institute & Pew research Source: Pew & Reuters
Who Is Using Tablets and What For?Tablet Consumption
Daily Tablet Users
Non Daily Tablet Users
Daily Tablet Users
Non Daily Tablet Users
Daily Tablet Use Remains High
1hr 39min
0 2hrs
1hr 49min
0 2hrs
2011 2012
2011 N=1,159; 2012 N=2,064 for daily use and 1,069 for time spent on a typical day*.
77% 68%
About two thirds (68%) of tablet owners are using their tablet every day (2012). Spending a significant amount of time each day.
* Pew research
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Who Is Using Tablets and What For?News Consumption and Advertising
• Currently about 20% of tablet users spend over half an hour a day accessing news content* - this will rise as consumers become more confident
• Usage is currently focused on the home and in the evenings – which extends news consumption later into the day
Advertising
• What does this mean for the reader?– Ads are seen as more acceptable– Tablet users are in favour of ad-funded content with lower upfront costs
• What does this mean for the advertiser?– Tablets are a hugely more responsive medium (with click through rates of
around 7% compare to less than 0.1 for online ads*)
*Reuters Institute and Pew Research
Ad Formats and OpportunitiesSpecifications
Swept across the screen by the reader
Equivalent to print spaces like 25 x 4
Top (“leaderboard”) or bottom of the page
Like the Guardian’s Inline spaces
Not to scale
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Ad Formats and OpportunitiesPointers on Creative Approach
5 points to
remember
1. Beware over-complicating things for the reader if using rich media or animations
2. Interstitial ads can be highly effective – full colour, high definition, and they have the whole screen to themselves
3. If readers are clicking through to a landing page/jump page, make sure it is as engaging as the ad, and optimised for tablet users
4. Creative approach should acknowledge that readers are not always connected to the internet
5. Above all, keep the reader experience in mind
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• Who are we trying to reach with this activity?• When and where do we want to reach them?• What does this channel add to our campaign
(response, reach, engagement, enhancement)?• How can we gauge the success of this activity?
Where App Campaigns Fit In the Media MixFour Questions To Ask About A Campaign Plan and Pointers
Tablets offer a huge range of innovative creative opportunities that really engage the reader
Offers advertisers the powerful brand context of the news title as well as audio-visual advantages-colour, movement, interactivity, rich content etc.
Brands have more opportunities to find consumer touchpoints and extend messaging into different times of the day
Monthly growth in readers and high interaction, means content and advertising should make newsbrand tablet apps a valuable part of the media mix
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• Cookies are not dropped onto mobile apps the way they are onto computers using web browsers – this creates a fundamental difference between web analytics and tablet analytics
• Analytics software is usually included in app’s operations –Flurry and SiteCatalyst are two widely used examples – so data is captured about the way advertising is consumed
• So you can:– Learn how when and where the ad is accessed– Segment acquired users in terms of value, demographics and usage– Identity best segments and create improved brand engagement
• Confusion is offline behaviour – the analytics software will still continue to gather data and store it in cache memory, but it will not be uploaded back to the software until the app is updated
Measuring Campaign EffectivenessImportance of Tablet Analytics and How They Work
comScore has launched tabLens in the US and NRS is working on plans to include tablet usage in its NRS PADD(Print and Digital Data)
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Tablet – A Practical GuideContents – Part Two
Part TwoEssential facts
– The Guardian and The Observer
– The Daily Telegraph and the Sunday Telegraph
– London Evening Standard
– The Independent and I
– The Times and Sunday Times
– Daily Mail and The Mail on Sunday
Essential Facts The Guardian and The Observer
The Guardian
App iPad and Android
Free/subscription Subscription
Launch date Guardian October 2011
Price £9.99 per month
Downloads 1.337,802(iPad only)
Active users/subscribers 22,496(iPad only)
Daily active users/unique users
Daily session
Ad formats Interstitials, Inline
Analytics Omniture SiteCatalyst and Discover
The Observer
App iPad and Android
Free/subscription Subscription
Launch date Observer September 2012
Price £11.99 per month(Guardian and Observer)
Downloads 1,337,802(iPad only)
Active users/subscribers 22,496(iPad only)
Daily active users/unique users
Daily session
Ad formats Interstitials, Inline
Analytics Omniture SiteCatalyst and Discover
For more information contact:
Lee Fels
Bradley Young
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For more information contact:
James Brown, general manager digital advertising
Essential FactsThe Daily Telegraph and The Sunday Telegraph
The Telegraph App iPad Android Kindle
Free/subscription Subscription Subscription SubscriptionLaunch date May-11
Price
£9.99 per month Free for Telegraph print subscribers
£1.99 per month Free for Telegraph print subscribers
£9.99 per month Free for Telegraph print subscribers
Downloads N/A N/A
Active users/subscribers N/A N/A N/ADaily active users/unique users N/A N/A Daily session N/A
Ad formats Full page interstitials
Full page interstitials
Full page interstitials
Analytics
Ad impressions, CTRs, dwell times
Ad impressions, CTRs, dwell times
Ad impressions, CTRs, dwell times
Telegraph Pictures App iPad
Free/subscription Free
Launch date
Downloads N/A
Active users/subscribers
Daily active users/unique users N/A
Daily session N/A
Ad formatsFull page interstitials
Analytics
Ad impressions, CTRs, dwell prices
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Essential FactsLondon Evening Standard and ES
London Evening StandardApp iPad iPad (PDF)
Free/subscription Free FreeLaunch date Sept 2010 July 12
Price - -
Downloads 14,242
Active users/subscribers 20,989Daily active users/unique users Daily session
Ad formats Banners
Fixed banners on app landing page, various interactive upgrades
Analytics Webtrends TRiActive Media
ES MagazineApp iPad
Free/subscription FreeLaunch date Feb 2011Downloads 2,527
Active users/subscribers Daily active users/unique users Daily session Ad formats Fixed banners on app
landing page, various interactive upgrades
Analytics TRiActive Media
For more information contact:
Graeme Finneberg, commercial director digital
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Essential FactsThe Independent and i
The IndependentApp iPad Free/subscription SubscriptionLaunch date October 2011Price £9.99 per month
Downloads
Active users/subscribers 18,790
Daily active users/unique users Daily sessionAd formats Full page interstitials, banners and half pages
Analytics Flurry
iApp iPad and AndroidFree/subscription SubscriptionLaunch date November 2010Price £4.99 per monthDownloads
Active users/subscribers 1,277
Daily active users/unique users Daily session
Ad formatsFixed banners on app landing page, various interactive upgrades
Analytics TRiActive Media
For more information contact:
Graeme Finneberg, commercial director digital
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Essential FactsThe Times and The Sunday Times
The TimesApp iPad and AndroidFree/subscription SubscriptionLaunch date May 2010Price £4.00 per week - Digital pack
Full website access, The Times tablet app, Sunday Times app, Smartphone app
£8.00 per week - Ultimate pack The Times and The Sunday Times newspapers, Full website access, The Times tablet app, Sunday Times app, Smartphone app
Downloads
Active users/subscribers 139,776(iPad only)
Daily active users/unique users 67,210 (iPad only)Daily session Ad formats Full page static/interactive/rich media, fractional static
ad features, supplements
Analytics Omniture SiteCatalyst (time spent, page views)
The Sunday TimesApp iPad Free/subscription SubscriptionLaunch date December 2010Price £4.00 per week - Digital pack
Full website access, The Times tablet app, Sunday Times app, Smartphone app
£8.00 per week - Ultimate pack The Times and The Sunday Times newspapers, Full website access, The Times tablet app, Sunday Times app, Smartphone app
Downloads
Active users/subscribers 125,116 (iPad only)
Daily active users/unique users 75,671 (iPad only)Daily session
Ad formatsFull page static/interactive/rich media, ad features, supplements
Analytcs Omniture SiteCatalyst (time spent, page views)
For more information contact:
Lee Gibson, head of Times Media
(sales)
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Essential FactsDaily Mail, The Mail on Sunday and Mail Plus
Daily Mail and The Mail on SundayApp iPad - Mail Online iPadFree/subscription Free SubscriptionLaunch date April 2011 Jun-12Price -
Daily Mail: 1 week (6 edition) £2.99 1 month (24 editions) £9.99 6 months (152 editions) £54.99 1 year (312 editions) £94.99
The Mail On Sunday: 1 week (1 edition) £1.99 1 months (4 editions) £4.99 6 months (26 editions) £27.99 1 year (52 editions) £49.99
Downloads 1.1m 431,460
Active users/subscribers 241,190
Daily active users/unique users 48,527
Daily session 16 mins per session Ad formats Banner 468 x 60
Replication of newspaper formats
Analytics Omniture/DFP - Adserving Omniture SiteCatalyst
For more information contact:
Jake Parry, agency trading director Rosemary Gorman, group ad director
App Mail Plus (Kindle Fire) Mail Plus (iPad) Mail Plus (iAndroid)
Free/subscription Subscription Subscription Subscription
Launch date Oct-12 Feb-13 Jan-13Price 7- day Mail plus:
Daily Mail plus - Mon to Sat:
7- day Mail plus:
Weekly £3.99, Monthly £12.99 Weekly £2.99, Monthly £9.99, Single £69p Weekly £3.99, Monthly £11.99
Daily Mail plus - Mon to Sat:
Daily Mail plus - Mon to Sat:
Single issue £0.69, Weekly £2.99, Monthly £9.99
Single issue £0.69, Weekly £2.99, Monthly £9.99
Mail on Sunday plus
Mail on Sunday plus
Single issue£1.49, Monthly £4.99 Single issue£1.49, Monthly £3.99
Downloads 37,542 40,649 2,742Ad formats Full screen view; 660 x 1235 Full screen view; 1024 x 768
Analytics Omniture Omniture Omniture
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Essential FactsDaily Mirror and Daily Record
Daily Mirror and Daily RecordApp iPad Free/subscription FreeLaunch date Dec 2012Price -
Downloads
Active users/subscribers
Daily active users/unique users
Daily sessionAd formats Full page interstitials, banners and half pages
Analytics
For more information contact:
David Emin, managing director, Trinity Mirror national [email protected]
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Essential FactsComing Soon
Format iPad, Android and KindleLaunch date Q2 2013Ad formats
New rich media ad formats via rockbox
For more information contact:
Ian Rees, head of Sun Media (sales)[email protected]
