2. Tablets – A Practical Guide
Contents – Part One
Part One
Market, 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
2
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
120
100
80
Other
60 Windows
Android
iOS
40
20
0
2011 Actual 2012 Forecast 2017 Forecast
*IDC
6. The Tablet Market
The Key Devices
Samsung Galaxy Note 10.1 Apple iPad 4 Google Nexus 7
£405-£550 £399-£599 £159-£329
Uses a stylus (S-Pen), lower screen 4th generation launched 7-inch screen - Tablet of
res than iPad only six month after iPad the Year (T3 Awards 2012)
3
Android iOS Android
Amazon Kindle/Fire/Fire HD/ Microsoft Surface Apple iPad mini
Fire HD 8.9"
£129-£229 £399-£599 £269-£529
US bestseller Cover doubles as Apple's 7" screen tablet
seperate keyboard
Android Windows RT iOS
6
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
US Tablet Users
25%
$
25% of the Five billion dollars will be spent
population in the advertising mobile technology
US use a tablet* products in the last quarter of 2012**
* Pew research
** Enders Analysis 7
*IDC
8. Who Is Using Tablets and What For?
New Behaviours
Apple's premium Tablet news The tablet has not People use tablets
priced iPad was so readers are about replaced one single to consume media
dominant that the 65% more likely to device, just like TV, magazines
profile was skewed be AB and 35% adopted roles and and newspapers –
older and C2DE adults. tasks from many of but tablets are also
wealthier, which is still them. The device creating new media
true today that it has most opportunities like
usurped is the the “second
laptop/PC screen” role
Source: Reuters Institute Source: YouGov
60% of owners say Tablet experience as 58% of tablet users Nearly a third say
they use the tablet “relaxed creativity” access news with it they are spending
more than they with 42% of owners each week, making more time with news
thought they would – saying it’s the device news one of the top since getting their
43% say a lot more which “best allows me three uses for the tablet. 31% find new
to explore new things” device – with email sources of news,
and games most people stick to
1, 2 or 3 trusted
sources (13% use 4+)
Source: Reuters Institute &
Source: Harris Interactive Source: IAB Pew research Source: Pew & Reuters
8
9. Who Is Using Tablets and What For?
Tablet Consumption
Daily Tablet Use Remains High
2011 2012
Daily Tablet Users Daily Tablet Users
77% Non Daily Tablet 68% Non Daily Tablet
Users Users
1hr 39min 1hr 49min
0 2hrs 0 2hrs
2011 N=1,159; 2012 N=2,064 for daily use and 1,069 for time spent on a typical day*.
About two thirds (68%) of tablet owners are using their tablet every day (2012).
Spending a significant amount of time each 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
10
11. Ad Formats and Opportunities
Specifications
Swept across the Equivalent to print Top (“leaderboard”) or Like the Guardian’s
screen by the reader spaces like 25 x 4 bottom of the page Inline spaces
Not to scale
12. Ad Formats and Opportunities
Pointers on Creative Approach
1. Beware over- 2. Interstitial ads
5 points to
complicating things
for the reader if
using rich media or
animations
can be highly
effective – full
colour, high
definition, and they
remember have the whole
screen to
themselves
3. If readers are 4. Creative 5. Above all, keep
clicking through to a approach should the reader
landing page/jump acknowledge that experience in mind
page, make sure it is readers are not
as engaging as the always connected to
ad, and optimised the internet
for tablet users
12
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?
Offers advertisers Brands have more Tablets offer a huge Monthly growth in
the powerful brand opportunities to range of innovative readers and high
context of the news find consumer creative interaction, means
title as well as touchpoints and opportunities that content and
audio-visual extend messaging really engage the advertising should
advantages- into different times of reader make newsbrand
colour, movement, i the day tablet apps a
nteractivity, rich valuable part of the
content etc. media mix
13
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)
14
15. Tablet – A Practical Guide
Contents – Part Two
Part Two
Essential 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
15
16. Essential Facts
The Guardian and The Observer
For more information contact:
Lee Fels Bradley Young
Lee.fels@guardian.co.uk bradley.young@guardian.co.uk
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
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
The Telegraph
App iPad Android Kindle
Free/subscription Subscription Subscription Subscription
Launch date May-11
£9.99 per month £1.99 per month £9.99 per month
Free for Free for Free for
Telegraph print Telegraph print Telegraph print
Price subscribers subscribers subscribers
Downloads N/A N/A
Active users/subscribers N/A N/A N/A
Daily active users/unique
users N/A N/A
Daily session N/A
Full page Full page Full page
Ad formats interstitials interstitials interstitials
Ad impressions, Ad impressions, Ad impressions,
CTRs, dwell CTRs, dwell CTRs, dwell
Analytics times times 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
Full page
Ad formats interstitials
Ad impressions,
CTRs, dwell 17
Analytics prices
18. Essential Facts
London Evening Standard and ES
For more information contact:
Graeme Finneberg, commercial director digital
graeme.finneberg@esimedia.co.uk
London Evening Standard
App iPad iPad (PDF)
Free/subscription Free Free
Launch date Sept 2010 July 12
Price - -
Downloads 14,242
Active users/subscribers 20,989
Daily active users/unique
users
Daily session
Fixed banners on app
landing page, various
Ad formats Banners interactive upgrades
Analytics Webtrends TRiActive Media
ES Magazine
App iPad
Free/subscription Free
Launch date Feb 2011
Downloads 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
18
19. Essential Facts
The Independent and i
For more information contact:
Graeme Finneberg, commercial director digital
graeme.finneberg@esimedia.co.uk
The Independent
App iPad
Free/subscription Subscription
Launch date October 2011
Price £9.99 per month
Downloads
Active users/subscribers 18,790
Daily active users/unique users
Daily session
Ad formats Full page interstitials, banners and half pages
Analytics Flurry
i
App iPad and Android
Free/subscription Subscription
Launch date November 2010
Price £4.99 per month
Downloads
Active users/subscribers 1,277
Daily active users/unique users
Daily session
Fixed banners on app landing page, various
Ad formats interactive upgrades
Analytics TRiActive Media
19
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
The Times
App iPad and Android
Free/subscription Subscription
Launch date May 2010
Price £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 Times
App iPad
Free/subscription Subscription
Launch date December 2010
Price £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
Full page static/interactive/rich media, ad features,
Ad formats supplements
Analytcs Omniture SiteCatalyst (time spent, page views) 20
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 director
jake.parry@mailonline.co.uk rosemary.gorman@mailnewspapers.co.uk
Daily Mail and The
Mail on Sunday
App iPad - Mail Online iPad
Free/subscription Free Subscription
Launch date April 2011 Jun-12
Price - 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
App
Mail Plus (Kindle Fire) Mail Plus (iPad) Mail Plus (iAndroid)
Free/subscription Subscription Subscription Subscription
Launch date Oct-12 Feb-13 Jan-13
Price 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 2,742
Ad formats Full screen view; 660 x 1235 Full screen view; 1024 x 768
21
Analytics Omniture Omniture Omniture
22. Essential Facts
Daily Mirror and Daily Record
Daily Mirror and Daily Record
App iPad
Free/subscription Free
Launch date Dec 2012
Price -
Downloads
Active users/subscribers
Daily active users/unique users
Daily session
Ad formats Full page interstitials, banners and half pages
Analytics
For more information contact:
David Emin, managing director, Trinity Mirror national sales
david.emin@mgn.co.uk
22
23. Essential Facts
Coming Soon
Format iPad, Android and Kindle
Launch date Q2 2013
Ad formats
New rich media ad formats via
rockbox
For more information contact:
Ian Rees, head of Sun Media (sales)
Ian.rees@newsint.co.uk
23
