Newsworks tablet gb 2012

Tablets
a practical guide
Version 1 / November 2012

1 Tablets a practical guide newsworks.org.uk

Newsworks is the marketing body for
the national newspaper industry. It brings Contents
advertisers and newsbrands together.

Guardian News & Media Preface 3
The Guardian
The Observer
Part one – Market, audience and opportunity
Independent Print The arrival of tablets and apps 4
The Independent
What’s out there and what’s coming 5
The Independent on Sunday
Who is using tablets – and what for? 6
i
Ad formats and opportunities 7
Evening Standard
Where app campaigns fit in the media mix 8
London Evening Standard
Measuring campaign effectiveness 9
Mail Newspapers
Daily Mail Part two – Essential facts
The Mail on Sunday The Guardian and The Observer 10
Mirror Group Newspapers The Daily Telegraph and The Sunday Telegraph 11
Daily Mirror London Evening Standard 12
Sunday Mirror The Independent and i 13
The People
The Times and Sunday Times 14
News International Daily Mail and The Mail on Sunday 15
The Sun Coming soon – Daily Mirror and Daily Record 16
The Sun on Sunday
Coming soon – The Sun 16
The Times
The Sunday Times
Useful terminology 17
Telegraph Media Group Key sources 18
The Daily Telegraph
The Sunday Telegraph

Preface Five years ago when Steve Jobs
said we were moving into a “post-
PC world” it was hard to believe.
Millions of words have been spent
describing the phenomenon
and its possibilities. This brief
It is a snapshot in time designed
to help shed some light on the
fundamental facts and provide
Today things look very different. guide is intended to provide you with the key contacts at
Apple has already shipped its 100 some practical answers for newsbrands who can tell you how
millionth iPad and is doing battle agencies and advertisers. to get the most from the medium.
with its arch rivals; Google, Amazon
and Microsoft. It is now taken as Eight out of ten marketers currently New innovations are emerging all
read that most consumers will buy own a tablet, according to a survey the time. And we will update the facts
a tablet before long. The question we conducted in October among and figures as they do. These can be
is which one. Tablet wars have members of The Marketing Society. found on our website: newsworks.org.uk
broken out on the world stage. They are enthusiastic about them
as a high value medium, well suited Meantime, we hope this will be a
The tablet is turning out to be a to creating consumer engagement. useful primer for anyone wanting
truly game-changing technology But they also said that lack of to know more about this exciting
and one which has huge information was a significant new advertising opportunity.
consequences for newspaper barrier. They are not alone. Agency
publishers. At last we have a digital planners have also spotted the
device which is portable, a good opportunity and want to learn more.
size for reading and as immersive Rufus Olins
as a printed newspaper. That is one of the reasons we Chief Executive
decided to publish this guide now. Newsworks



The arrival of
tablets and apps
Why tablets are a whole new category of
device and what this means for advertising

Bill Gates told a Las Vegas Key tablet characteristics are: The last of these is arguably the For a publisher, this means it is
conference in 2001 that he was • input: touchscreen most important (and the one possible to devise a tablet version
using a Microsoft tablet, and (no separate keyboard or mouse) where Steve Jobs took the most of a newspaper which creates
predicted that within five years it persuading for the design of the best possible experience for
• size: tablet screen size typically
would be the most popular form the iPad). Apps can be created readers using a tablet app (rather
falls between laptops
of PC in the US. A year later its by anyone, from multi-national than just accessing the website).
and smartphones
stylus-operated Tablet PC sank corporations through to students
without trace. • portability: tablets are designed in their bedrooms, with the result For the advertiser it means a whole
to be light, integrated units, easy that there are now hundreds range of opportunities to reach
The tablet we know today was to move around and robust of thousands of apps available. out to customers in
really defined with the launch of enough to travel with As the saying goes, whatever a new way.
Apple’s iPad in 2010. Growth has • apps: although tablets can
you need your tablet to do,
been spectacular despite the access the web, their functionality “there’s an app for that”.
current economic climate, and mainly uses apps (downloadable
it is estimated that there will be programmes that can be
375 million tablets in use globally constantly updated with new
by 2016.1 content over the internet)

1. Forrester


What’s out there The key devices

and what’s coming Samsung Galaxy Note 10.1 Apple iPad 4 Google Nexus 7

The huge growth in ownership
and new product development

Apple may have owned the The rate at which the UK market
£405-£550 £399-£599 £159-£239
category at the start, but growth is is growing is extraordinary. In July
now faster in the non-Apple sector, 2012 Ofcom reported that tablet UK launch: Aug 2012 UK launch: Nov 2012 UK launch: Jul 2012
specifically among devices using ownership had risen from 2% to Uses a stylus (S-Pen), Fourth generation launched 7-inch screen – Tablet
Google’s Android operating system. 11% in about a year, and now new lower screen res than iPad only six months after iPad 3 of the Year (T3 Awards)
On amazon.co.uk there are over data from the Mobile Operators Android iOS Android
50 different brands of tablet Association (October 2012) put
which use Android. the figure at closer to 20%. Even
more recent predictions suggest
Apple shipped three million tablets that Christmas sales will drive
on the recent launch weekend for ownership up to 30% – that would Amazon Kindle/Fire HD Microsoft Surface Apple iPad mini
the iPad 4 and iPad Mini, but this mean around 15 million tablets in
still wasn’t enough to stop its share the UK.
declining to just over 50%.
This growth pattern might
More competition has been seem hard to believe, but it fits
created with the launch of with what’s happening in the US,
Microsoft’s Surface (which uses where 25% of the population
Windows RT), Google’s Nexus 7 already use a tablet.2 The whole
and Amazon’s own Kindle Fire, process is being accelerated by
which has become a bestseller £129-£199 £399-£599 £269-£529
a huge marketing investment; it’s
since its US launch in 2011. All estimated that five billion dollars UK launch: Oct 2012 UK launch: Oct 2012 UK launch: Nov 2012
this new product development will be spent advertising mobile US bestseller finally Cover doubles as a Apple’s much awaited foray
has also created a new, even technology products in the last launched onto UK market separate keyboard into 7” screen sector
faster-growing sector – devices quarter of 2012.3 Android Windows RT iOS
with 7-inch screens – into which
Apple has now launched the
iPad mini.



Who is using tablets –
and what for?
How tablets are creating new behaviours, News consumption
58% of tablet users access news
Currently about 20% of tablet
users spend over half an hour a day
and the implications for advertising with it each week,8 making news one accessing news content,14 but this
of the top three uses for the device – figure is expected to rise as people
with email and games.9 Nearly a third become more confident in using
The early adopter profile for new newspapers – but tablets are also say they are spending more time with tablets in public (usage is currently
gadgets tends to be young and male creating new media opportunities news since getting their tablet and, focused on the home and in the
but because Apple’s premium-priced like the “second screen” role. although many find new sources evenings – which extends news
iPad was so dominant in the early of news (31%),10 most people stick consumption later into the day).
days, the profile was skewed older In terms of usage, buying a tablet is to one, two or three trusted sources
clearly the start of a learning process: Advertising
and wealthier – and this is still (13% use 4+).11
after purchase, owners find that they Importantly, the tablet also offers a
true today.4
use the device in unexpected ways People who use both smartphones favourable context for advertising.
Tablet news readers are about as they discover new apps and roles. and tablets to access news spend From the reader’s point of view, ads
40% more likely to be AB than 60% of owners say they use the significantly longer reading.12 are seen as more acceptable on
people who read news on PCs.5 tablet more than they thought they tablets than on smartphones and the
Tablets suit the longer, immersive
would – 43% say a lot more.6 majority of tablet users are in favour
read (“lean back”) as well as the
The tablet has not replaced one of ad-funded content with lower
news update (“lean forward”). Three-
single device, just adopted roles A recent study of multiple upfront costs.
quarters of tablet news readers say
and tasks from many of them. The device users characterises the tablet
they will read more than one in-depth From the advertiser’s point of view,
device it has most usurped – but experience as “relaxed creativity”,
story in one sitting, and almost the tablets are a hugely more responsive
not made redundant – is the laptop/ with 42% of owners saying it’s the
same number say they will read medium, with click-through rates of
PC. People use tablets to consume device which “best allows me to
in-depth articles they were not around 7% compared to less than
media like TV, magazines and explore new things”.7
initially looking for.13 0.1% for online ads.15

4,5,8,11,14. Reuters Institute 6. Harris Interactive 7. IAB 9,10,12,13,15. Pew Research


Ad formats and
opportunities 1
The main formats used in tablet editions
and pointers on creative approach

Full colour ads look great on tablet • the fractional (equivalent to print
5 points
to remember
Beware over-complicating
things for the reader if using
rich media or animations

screens (which are typically high- spaces like 25x4)
definition) but the most distinctive • the banner – top (“leaderboard”)
characteristic of advertising or bottom of page
opportunities on tablets is that the
2
• the bespoke spaces created
3

platform is naturally dynamic and
by titles (like the Guardian’s Inline
interactive. Tablet owners soon
spaces – see data pages)
learn how to exploit the touchscreen
interface, and find it easy to sweep, Ads can be static, animated or Interstitial ads If readers are
pinch, shake, tilt, zoom in and out, interactive – and readers find can be highly effective – clicking through to a landing
that interactive ads have far more full colour, high definition, page/jump page, make sure it
click through to find out more, etc.
potential to be engaging, innovative and they have the whole is as engaging as the ad, and
There is also the opportunity to screen to themselves optimised for tablet users
and memorable.
activate richer content like video
and games. As with any other medium,
creativity is a key ingredient for
Within the newsbrand editions
the effectiveness of a campaign.
the basic building blocks are:
• the full page interstitial –
But the difference with tablets is
that there is so much potential: 4 5
the most common format for this is a very new platform, with
advertising in tablet editions; swept all kinds of opportunities for
across the screen by the reader innovative approaches. Creative approach should
rather like a turning page acknowledge that readers Above all, keep the
are not always connected reader experience in mind
to the internet



Where app campaigns
fit in the media mix
Four questions to ask about a campaign
plan and points to remember

Planning campaigns within apps Tablet usage also means
is basically the same as campaign newsbrand consumption is spread
planning in newspapers, in the more evenly across the day, rather
sense that you have to ask the same than concentrated in the mornings,
questions (though some answers so brands have more opportunities
are more critical than others, to find consumer touchpoints and
depending on the task): extend messaging into different
• who are we trying to reach times of day.
with this activity?
Tablets offer a huge range of
• when and where do we want innovative creative opportunities
to reach them?
that really engage the reader.
• what does this channel add Although the market is in its
to our campaign (response, infancy and pure reach figures are
reach, engagement, relatively small, the monthly growth
enhancement)? in readers and the powerful level
• how can we gauge the of engagement and interaction
success of this activity? we see between readers, content
Tablet editions offer and advertising should make
advertisers the powerful brand newsbrand tablet apps a valuable
context of the news title as well part of the media mix.
as the excellent audio-visual
advantages – colour, movement,
interactivity, rich content, etc.

8 Tablets a practical guide


Measuring campaign
effectiveness
The importance of tablet analytics
– and how they work

Tablet analytics are developing fast Analytics software is usually So you can: An area where there can be
in response to the growth of the included in the app’s operations • learn how, when and confusion is offline behaviour. i.e.
sector – and they work differently – Flurry and SiteCatalyst are two where the ad is accessed what happens when people are
from standard web analytics. widely used examples – so data is reading and not connected to the
• segment acquired users in terms
captured about the way advertising internet. The analytics software will
Cookies are not dropped onto of value, demographics and usage
is consumed (which ads are still continue to gather data and store
mobile apps the way they are onto viewed and how often, how long • identify best segments and create it in cache memory, but it will not be
computers using web browsers, readers spend with the ad, whether improved brand engagement uploaded back to the software until
where visitors are tagged as soon animations are activated, whether the app is updated.
as they arrive at each different games are played, how many readers
page. This creates the fundamental carry on to click-throughs, etc). App analytics are continuing to evolve
difference between web analytics and enable us to gain greater insights
and tablet analytics. into the consumer. 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).


Part two – Essential facts

The Guardian
App iPad and Android
Free/subscription Subscription
Launch date Guardian October 2011
Price £9.99 per month
Downloads 1.16 million (iPad only)
Active users/subscribers 19,499 (iPad only)
Daily active users/unique users
Daily session
Ad formats Interstitials, Inline
Analytics Omniture SiteCatalyst and Discover

The Observer
Launch date Observer September 2012
Price £11.99 per month (Guardian and Observer)
Downloads 1.16 million (iPad only)
Daily session
Ad formats Interstitials, Inline
Analytics Omniture SiteCatalyst and Discover

For more information contact:
Lee Fels Bradley Young
lee.fels@guardian.co.uk bradley.young@guardian.co.uk



The Telegraph
App iPad
Launch date May 2011
Free for Telegraph
print subscribers
Downloads 582,000
Active users/subscribers 52,100
Daily active users
/unique users 28,000
Daily session 46,000
Ad formats Full page interstitials
Analytics Ad impressions, CTRs, dwell times

Telegraph Pictures
App iPad
Free/subscription Free
Launch date
Downloads 45,000
Active users/subscribers
Daily active users/unique users 2,000
Daily session 2,300
Ad formats Full page interstitials
Analytics Ad impressions, CTRs, dwell times

Mark Challinor, director of mobile platforms
mark.challinor@telegraph.co.uk



Evening Standard
App iPad iPad (PDF)
Free/subscription Free Free
Launch date Sept 2010 July 2012
Price – –
Downloads 3,388
Active users/subscribers 17,000 835
Daily session 5,837 1,300
Ad formats Banners Fixed banners on
app landing page,
various interactive
upgrades
Analytics Webtrends TriActive Media

ES Magazine
App iPad
Free/subscription Free
Launch date Feb 2011
Price –
Downloads 683
Active users/subscribers
Daily session
Ad formats Fixed banners on app landing page,
various interactive upgrades
Analytics TriActive Media

Jo Holdaway, commercial director digital
j.holdaway@independent.co.uk



Independent
App iPad
independent.co.uk
Launch date October 2011
Downloads
Daily session 13,000
Ad formats Full page interstitials, banners
and half pages
Analytics Flurry

i
Launch date November 2010
Downloads 4,470
Daily session 2,300
Ad formats Fixed banners on app landing page,
various interactive upgrades
Analytics TriActive Media

Jo Holdaway, commercial director digital
j.holdaway@independent.co.uk



The Times
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,
Sunday Times app, smartphone app
Downloads
Daily active users/unique users 54,503 (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 SundayTimes
App iPad
Launch date December 2010
Price £4.00 per week – Digital pack
£8.00 per week – Ultimate Pack
The Times and The Sunday Times newspapers,
Downloads
Daily active users/unique users 75,671 (iPad only)
Daily session
Ad formats Full page static/interactive/rich media,
ad features, supplements
Analytics Omniture SiteCatalyst (time spent, page views)

Lee Gibson, head of Times Media (sales)
lee.gibson@newsint.co.uk


Daily Mail and The Mail on Sunday
App iPad – Mail Online iPad
Free/subscription Free Subscription
Launch date April 2011 June 2012
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 month (4 editions) £4.99
6 months (26 editions) £27.99
1 year (52 editions) £49.99
Downloads 200,000 388,257
Active users/subscribers 120,000 16,000
Daily active users
/unique users 29,000 20,422
Daily session 18 mins per session
Ad formats Banner 468 x 60 Replication of
newspaper formats
Analytics Omniture/DFP Omniture SiteCatalyst
– Adserving

App Mailplus (Kindle Fire)
Launch date Oct 2012
Price 7-day Mail plus:
Weekly £3.99, Monthly £12.99
Daily Mail plus – Mon to Sat:
Single issue £0.69, Weekly £2.99, Monthly £9.99
Mail on Sunday plus
Single issue £1.49, Monthly £4.99
Ad formats Full screen view; 660 x 1235
Analytics Omniture

Jake Parry Rosemary Gorman
agency trading director group ad director
jake.parry@mailonline.co.uk rosemary.gorman@mailnewspapers.co.uk


Coming soon

Format iPad Format iPad, Android and Kindle coming
Launch date Q4 2012 Launch date December 2012 soon
Ad formats Full page interstitials, banners Ad formats New rich media ad formats
and half pages via rockabox

Ian Rees, head of Sun Media (sales)
ian.rees@newsint.co.uk

Format iPad
Launch date Q4 2012
Ad formats Full page interstitials, banners
and half pages

David Emin, managing director, Trinity Mirror national sales
david.emin@mgn.co.uk


Useful terminology
Analytics Dynamic or ad-served format Frequency cap Non-Personally Identifiable
A system for tracking user behaviour Advertising that is delivered to an Restriction on the number of Information (Non-PII)
on an app, helping publishers and app via a campaign management times a specific visitor is shown Information that may correspond
advertisers understand trends within platform and served based on user a particular advertisement. to a particular person, account or
an app and optimise engagement actions, e.g. every six swipes. profile, but is not sufficient to identify,
and user retention. Hotspots contact or locate the person.
Embedded format Areas on a tablet page where
Advertising formats that are viewers can hover or click through
Banner ad Personally-Identifiable
displayed in set spaces on a for more content.
Less common in publisher apps Information (PII)
than elsewhere, banners are basic publisher’s page, such as Information that can be used to
fractional and inline ads. Interstitial ads/pages
ad units that are usually embedded identify or contact a person, including
Ads that appear between two
within an app and run at the top or name, address, telephone number,
pages of editorial.
bottom of the screen. Fractionals or email address. Can also include
Ads that appear on part of a page. demographics or behavioural data.
Jump page or Landing page
Cache memory The page or view to which a user
Patterns of user activity on a tablet are Freemium model is directed when they click on an Rich media
captured in cache memory, which can A business model that works by active link in an ad. The collective name for advertising
later be analysed. Offline app activity selling basic services, or a basic formats that use interactive and
is stored in the cache memory to be downloadable digital product, for Latency time audio-visual elements to give richer
activated the next time the tablet is free, while charging for advanced The time delay while advertising content and a more engaging
online (via wireless network or 3G). or special features/content. loads on a page. experience for the user.


Key sources

ComScore – www.comscore.com

Enders Analysis – www.endersanalysis.com

Forrester – www.forrester.com

Harris Interactive – www.harrisinteractive.com

IAB – www.iabuk.net

IPA Touchpoints – www.ipa.co.uk/touchpoints

Mobile Operators Association – www.mobilemastinfo.com

Ofcom – www.ofcom.org.uk

Pew Research – www.pewresearch.org

Reuters Institute – www.reutersinstitute.politics.ox.ac.uk


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London
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@ newsworks_uk
Tablets a practical guide newsworks.org.uk
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Newsworks tablet gb 2012

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