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Audiences Not Platforms A Touchpoints Channel Planner case study

Learn how The Guardian leverages various platforms and touchpoints to deliver a cross-platform audience at scale, providing advertisers and agencies with better deals and efficient communication integration. Discover the benefits of this transformative change and how The Guardian improved its cross-platform planning capabilities.

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Audiences Not Platforms A Touchpoints Channel Planner case study

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  1. Audiences Not PlatformsA Touchpoints Channel Planner case study

  2. Newsbrands Embracing a cross platform future Guardian on Flipboard Guardian mobile The Guardian in Print Guardian Weekly The Guardian’s desktop site iPad Edition The Guardian Kindle Edition Windows App Blackberry 10 App Android App iPhone App Guardian Eyewitness for iPad Guardian on Google Currents Guardian Witness

  3. Delivering cross-platform audience at scale Guardian monthly audience platform usage by platform Source: Touchpoints 5

  4. Trading: where we’re going Media, planned bought and measured around audiences

  5. Benefits • Advertisers • Agencies • Being part of atransformative change • Harnessing insight and planning to deliver advertisers what they want • Quick to execute • Better deal for advertisers • Opportunity to efficiently integrate communications • Future proofing our digital 1st strategy • Monetizing a market leading audience • The Guardian

  6. Our old cross-platform planning capabilities… + + .com

  7. … and how we’ve improved them Audience cross-over

  8. Audiences not platforms Our automated cross format planning tool. Fused To: Powered By: Winner Research and Insight Award Winner Multiscreen research award

  9. Audiences Not Platforms Case Study Automotive Brand ANP Optimised Campaign Formats: Reach 4,548,000 +21% GRPs 34.3 +22% % 1+ Reach 10.5 +8% OTS 3.27 +12% CPT £16.25 -18%

  10. One of many > 150 campaigns in 2013 Cross platform 2x more likely to visit store, 3x more likely visit website Cross Platform 2.4x more likely to consider, 1.9x more likely to talk about Guardian share of traffic 3x +£40,000 +£20,000 +£150,000

  11. Moving £25k from ITV to Guardian digital platforms…. • Schedule 1: • £100,000 • 4.9 million ABC1 Adults • £14.12 CPM • Schedule 2: • £100,000 • 5.7 million ABC1 Adults • £12.31 CPM +16% reach

  12. NEW: Audiences Not Platforms V2.0

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