Tablets A Practical Guide 1 Tablets A Practical

Tablets A Practical Guide 1

Tablets – A Practical Guide Contents – 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

Part One Market, audience and opportunity 3

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 i. Pad 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

What’s Out There and What’s Coming The Huge Growth in Ownership and New Product Development Tablet Ownership by Brand 2011 2012 4% 21% Kindle Fire 15% Apple i. Pad Android Other 48% 52% 81% More competition has been created with the launch of Microsoft’s Surface, Google’s Nexus 7 and Amazon’s Kindle Fire *Pew Research

What’s Out There and What’s Coming Competition Increases The Key Devices 6

What’s Out There and What’s Coming The Growth Pattern 2012 Ofcom reported that tablet ownership had risen from 2% to 11% in about a year, and now new data from the Mobile Operators Association (Oct’ 12) put the figure closer to 20% US Tablet Users 25% 30% Christmas sales will drive ownership up to 30% - approx. 15 million tablets in the UK* * Pew research ** Enders Analysis 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** 7

Who Is Using Tablets and What For? New Behaviours Apple's premium priced i. Pad was so dominant that the profile was skewed older and wealthier, which is still true today Tablet news readers are about 40% more likely to be AB than people who read on PCs Source: Reuters Institute 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: Harris Interactive Source: IAB 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 People use tablets to consume media like TV, magazines and newspapers – but tablets are also creating new media opportunities like the “second screen” role 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: Reuters Institute & Pew research Source: Pew & Reuters 8

Who Is Using Tablets and What For? Tablet Consumption Daily Tablet Use Remains High 2011 2012 Daily Tablet Users 77% Daily Tablet Users 68% Non Daily Tablet Users 1 hr 49 min 1 hr 39 min 2 hrs 0 Non Daily Tablet Users 0 2 hrs 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

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

Ad Formats and Opportunities Specifications Swept across the screen by the reader Not to scale Equivalent to print spaces like 25 x 4 Top (“leaderboard”) or bottom of the page Like the Guardian’s Inline spaces

Ad Formats and Opportunities Pointers on Creative Approach 5 points to remember 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 1. Beware overcomplicating 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 4. Creative approach should acknowledge that readers are not always connected to the internet 5. Above all, keep the reader experience in mind 12

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 the powerful brand context of the news title as well as audio -visual advantagescolour, movement, interactivity, rich content etc. Brands have more opportunities to find consumer touchpoints and extend messaging into different times of the day Tablets offer a huge range of innovative creative opportunities that really engage the reader Monthly growth in readers and high interaction, means content and advertising should make newsbrand tablet apps a valuable part of the media mix 13

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 Site. Catalyst 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 com. Score has launched tab. Lens in the US and NRS is working on plans to include tablet usage in its NRS PADD(Print and Digital Data) 14

Tablet – A Practical Guide Contents – 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

Essential Facts The Guardian and The Observer The Guardian App i. Pad and Android Free/subscription Subscription Launch date Guardian October 2011 Price £ 9. 99 per month Downloads 1. 16 million(i. Pad only) Active users/subscribers 19, 499(i. Pad only) Daily active users/unique users Daily session Ad formats Interstitials, Inline Analytics Omniture Site. Catalyst and Discover The Observer App i. Pad and Android Free/subscription Subscription Launch date Observer September 2012 Price £ 11. 99 per month(Guardian and Observer) Downloads 1. 16 million(i. Pad only) Active users/subscribers 19, 499(i. Pad only) Daily active users/unique users For more information contact: Daily session Ad formats Lee Fels Lee. fels@guardian. co. uk Analytics Interstitials, Inline Bradley Young bradley. young@guardian. co. uk Omniture Site. Catalyst and Discover

Essential Facts The Daily Telegraph and The Sunday Telegraph The Telegraph App Free/subscription Launch date Price Downloads i. Pad Subscription May 2011 £ 9. 99 per month Free for Telegraph print subscribers 582, 000 52, 100 Active users/subscribers 28, 000 Daily active users/unique users Daily session 46, 000 Full page interstitials Ad formats Ad impressions, CTRs, dwell times Analytics Telegraph Pictures App Free/subscription Launch date Downloads i. Pad Free 45, 000 Active users/subscribers 2, 000 Daily active users/unique users Daily session 2, 300 Full page interstitials Ad formats For more information contact: Ad impressions, CTRs, dwell prices Analytics Mark Challinor, director of mobile platforms mark. challinor@telegraph. co. uk 17

Essential Facts London Evening Standard and ES London Evening Standard App i. Pad (PDF) Free/subscription Launch date Price Downloads Free Sept 2010 - Free 3, 388 Active users/subscribers 17, 000 835 Daily active users/unique users Daily session 5, 837 July 12 - 1, 300 Ad formats Banners Fixed banners on app landing page, various interactive upgrades Analytics Webtrends TRi. Active Media ES Magazine App i. Pad Free/subscription Launch date Downloads Free Feb 2011 683 For more information contact: Active users/subscribers Daily active users/unique users Daily session Ad formats Fixed banners on app Jo Holdaway, commercial director digital j. holdaway@independent. co. uk 18

Essential Facts The Independent and i The Independent App Free/subscription Launch date Price Downloads i. Pad Subscription October 2011 £ 9. 99 per month Active users/subscribers 31, 000 Daily active users/unique users Daily session Ad formats 13, 000 Full page interstitials, banners and half pages Analytics Flurry i App Free/subscription Launch date Price Downloads i. Pad and Android Subscription November 2010 £ 4. 99 per month 4, 470 Active users/subscribers Daily active users/unique users For session more information contact: Daily 2, 410 2, 300 Jo Holdaway, commercial director digital Fixed banners on app landing page, various j. holdaway@independent. co. uk interactive upgrades Ad formats Analytcs TRi. Active Media 19

Essential Facts The Times and The Sunday Times The Times App Free/subscription Launch date Price i. Pad and Android Subscription May 2010 £ 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 webiste access, The Times tablet app, Sunday Times app, Smartphone app Downloads Active users/subscribers 132, 845 (i. Pad only) Daily active users/unique users Daily session Ad formats 54, 503 (i. Pad only) Full page static/interactive/rich media, fractional static ad features, supplements Analytics Omniture Site. Catalyst (time spent, page views) The Sunday Times App Free/subscription Launch date Price i. Pad Subscription December 2010 £ 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 webiste access, The Times tablet app, Sunday Times app, Smartphone app Downloads For more information contact: Active Lee users/subscribers Gibson, head of Times Media (sales)125, 116 (i. Pad only) lee. gibson@newsint. co. uk Daily active users/unique users Daily session 75, 671 (i. Pad only) 20

Essential Facts Daily Mail, The Mail on Sunday and Mail Plus Daily Mail and The Mail on Sunday App Free/subscription Launch date Price i. Pad - Mail Online Free April 2011 - i. Pad Subscription Jun-12 Daily Mail: 1 week (6 edition) £ 2. 99 1 month (24 editions) £ 9. 99 6 months (152 editions) £ 54. 99 1 year (312 editions) The Mal On Sunday: £ 94. 99 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 200, 000 388, 257 Active users/subscribers 120, 000 16, 000 Daily active users/unique users 29, 000 20, 422 Daily session Ad formats 18 mins per session Banner 468 x 60 Replication of newspaper formats Analytics Omniture/DFP - Adserving Omniture Site. Catalyst App Free/subscription For more Launch date information Price Mail Plus (Kindle Fire) Subscription contact: Oct 2012 7 - day Mail plus: Weekly £ 3. 99, Monthly £ 12. 99 Daily Mail Jake Parry, agency trading director Rosemary Gorman, group director plus - Mon to Sat: Single issue £ 0. 69, Weekly jake. parry@mailonline. co. uk rosemary. gorman@mailnewspapers. co. uk £ 2. 99, Monthly £ 9. 99 Mail on Sunday plus Single issue£ 1. 49, Monthly £ 4. 99 21

Essential Facts Daily Mirror and Daily Record App Free/subscription Launch date Price i. Pad Free Dec 2012 - 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

Essential Facts Coming Soon Format Launch date Ad formats i. Pad, Android and Kindle Q 1 2013 New rich media ad formats via rockbox For more information contact: Ian Rees, head of Sun Media (sales) Ian. rees@newsint. co. uk 23

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