Publishing in context.. We tailor our content for different platforms throughout the day, to ensure that the Telegraph is delivered to our audience in the best possible context.

We need to understand: - What time of day our content is consumed - On which platform - and the frame of mind of the consumer What works in print at the breakfast table, differs for mobile during the commute to work. We know that content consumed on desktop browsers during a lunch break is a very different experience from using a tablet in the evening at home. Publishing in context means better targeting and engagement

Here is how the Telegraph is consumed across our various platforms throughout the day. This is a typical weekday (Mon-Fri) Most print readership happens in the morning Desktop peaks on arrival at work and lunchtime Mobile is fairly consistent throughout the day Tablet usage shows a stronger peak in the evening

Touchpoints can give us more detail on mood, activities and other media consumed by daypart. In the morning readers are feeling alert and confident. - The day is getting started; breakfast, the commute to work - People are reading newspapers and listening to the radio In terms of Telegraph platforms we’re seeing most of our print readership, as well as desktop and mobile Top content is news, business, politics, comment...setting the agenda for the day. What do i need to know?

Here’s a graphic of our webtrends data, showing the biggest stories on our site in the morning. The biggest circles show the biggest stories - most are in main news. Technology is also big following news about new products from Apple

Lunchtime is a key time for shopping - both online and in store We see another peak in desktop usage. After a quick glance at news headlines, its time for some “me time”

The screen grab on the right is from later afternoon, showing much more lifestyle based content than first thing (on the left)

Happiness peaks as the working day ends and people head home to relax! In the evening people are watching TV, surfing the internet and using social media. They tend to be dual screening. Tablet and mobile are the key Telegraph platforms and we see a huge increase in our social media referrals at this time Readers are more likely to be clicking through from online/mobile ads as they browse

Here is an example of a live blog from the world cup - pulling in live action reporting with key stats and the best comment from Twitter. All the best content so you don’t need to go anywhere else.

Just like our content, our commercial messaging will result in much better targeting and engagement if tailored to the time and the device

We’ve shown how editorial are making use of dayparting, but we are using this commerically too; We’ve now made our ad formats uniform, so you can purchase by daypart – targeting people in a similar frame of mind across multiple devices