Tablets

1. Tablets A Practical Guide March 2013 Edition II

2. Tablets – A Practical Guide Contents – Part One 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

3. Part One Market, audience and opportunity

4. The Arrival of Tablets and Apps A Whole New Category of Devise and What this Means for Advertising • 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 * Forrester

5. The Tablet Market The Huge Growth in Ownership and New Product Development

6. The Tablet Market The Key Devices

7. What’s Out There and What’s Coming The Growth Pattern At present in the UK, 12.2m people own a tablet at which 1.3m are aged 18-24 $ • Five billion dollars will be spent advertising mobile technology products in the last quarter of 2012** • 25% of the population in the US use a tablet* * Pew research ** Enders Analysis *IDC

8. Who Is Using Tablets and What For? New Behaviours People use tablets to consume media like TV, magazines and newspapers – but tablets are also creating new media opportunities like the “second screen” role Apple's premium priced iPad was so dominant that the profile was skewed older and wealthier, which is still true today 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 Tablet news readers are about 65% more likely to be AB and 35% C2DE adults. Source: Reuters Institute Source: YouGov 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+) 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 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” Source: Reuters Institute & Pew research Source: Harris Interactive Source: Pew & Reuters Source: IAB

9. Who Is Using Tablets and What For? Tablet Consumption About two thirds (68%) of tablet owners are using their tablet every day (2012). Spending a significant amount of time each day. Daily Tablet Use Remains High 2011 2012 77% 68% 1hr 49min 1hr 39min 2hrs 2hrs 0 0 2011 N=1,159; 2012 N=2,064 for daily use and 1,069 for time spent on a typical day*. * Pew research

10. 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

11. Ad Formats and Opportunities Specifications 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

12. Ad Formats and Opportunities Pointers on Creative Approach 5points 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

13. Where App Campaigns Fit In the Media Mix Four Questions To Ask About A Campaign Plan and Pointers • 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? Monthly growth in readers and high interaction, means content and advertising should make newsbrand tablet apps a valuable part of the media mix Tablets offer a huge range of innovative creative opportunities that really engage the reader Brands have more opportunities to find consumer touchpoints and extend messaging into different times of the day • Offers advertisers the powerful brand context of the news title as well as audio-visual advantages-colour, movement, interactivity, rich content etc.

14. Measuring Campaign Effectiveness Importance of Tablet Analytics and How They Work • 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 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)

15. Tablet – A Practical Guide Contents – 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

16. Essential Facts The Guardian and The Observer • For more information contact: • Lee FelsBradley YoungLee.fels@guardian.co.uk bradley.young@guardian.co.uk

17. Essential Facts The Daily Telegraph and The Sunday Telegraph • For more information contact: • James Brown,general manager digital advertising • James.brown@telegraph.co.uk

18. Essential Facts London Evening Standard and ES • For more information contact: • Graeme Finneberg, commercial director digitalgraeme.finneberg@esimedia.co.uk

19. Essential Facts The Independent and i • For more information contact: • Graeme Finneberg, commercial director digitalgraeme.finneberg@esimedia.co.uk

20. Essential Facts The Times and The Sunday Times • For more information contact: • Lee Gibson, head of Times Media (sales)lee.gibson@newsint.co.uk

21. Essential Facts Daily Mail, The Mail on Sunday and Mail Plus • For more information contact: • Jake Parry, agency trading director Rosemary Gorman, group ad directorjake.parry@mailonline.co.uk rosemary.gorman@mailnewspapers.co.uk

22. Essential Facts Daily Mirror and Daily Record • For more information contact: • David Emin, managing director, Trinity Mirror national salesdavid.emin@mgn.co.uk

23. Essential Facts Coming Soon • For more information contact: • Ian Rees, head of Sun Media (sales)Ian.rees@newsint.co.uk

24. Contact us info@newsworks.org.uk+44(0)20 7839 8935