Tablets 1 A Practical Guide

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 Tablets – A Practical Guide Contents – Part One

Part One 3 Market, audience and opportunity

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 The Arrival of Tablets and Apps A Whole New Category of Devise and What this Means for Advertising * Forrester

*Pew Research What’s Out There and What’s Coming The Huge Growth in Ownership and New Product Development Tablet Ownership by Brand 21% Kindle Fire More competition has been created with the launch of Microsoft’s Surface, Google’s Nexus 7 and Amazon’s Kindle Fire

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

7 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% Christmas sales will drive ownership up to 30% - approx. 15million tablets in the UK* 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** * Pew research ** Enders Analysis 30%

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 Apple's premium priced iPad was so dominant that the profile was skewed older and wealthier, which is still true today 8 Who Is Using Tablets and What For? New Behaviours Tablet news readers are about 40% more likely to be AB than people who read on PCs People use tablets to consume media like TV, magazines and newspapers – but tablets are also creating new media opportunities like the “second screen” role 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” 58% of tablet users access news with it each week, making news one of the top three uses for the device – with 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 Source: Harris Interactive Source: IAB Source: Reuters Institute & Pew research Source: Pew & Reuters

Who Is Using Tablets and What For? Tablet Consumption Daily Tablet Use Remains High 1hr 39min 0 2hrs 1hr 49min 0 2hrs N=1,159; 2012 N=2,064 for daily use and 1,069 for time spent on a typical day*. 77% 68% 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

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

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

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? 13 Where App Campaigns Fit In the Media Mix Four Questions To Ask About A Campaign Plan and Pointers Tablets offer a huge range of innovative creative opportunities that really engage the reader Offers advertisers the powerful brand context of the news title as well as audio-visual advantages-colour, movement, interactivity, rich content etc. Brands have more opportunities to find consumer touchpoints and extend messaging into different times of the day Monthly growth in readers and high interaction, means content and advertising should make newsbrand tablet apps a valuable part of the media mix

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 14 Measuring Campaign Effectiveness Importance of Tablet Analytics and How They Work 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)

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

Essential Facts The Guardian and The Observer The Guardian AppiPad and Android Free/subscriptionSubscription Launch dateGuardian October 2011 Price£9.99 per month Downloads1.16 million(iPad only) Active users/subscribers19,499(iPad only) Daily active users/unique users Daily session Ad formatsInterstitials, Inline AnalyticsOmniture SiteCatalyst and Discover The Observer AppiPad and Android Free/subscriptionSubscription Launch dateObserver September 2012 Price£11.99 per month(Guardian and Observer) Downloads1.16 million(iPad only) Active users/subscribers19,499(iPad only) Daily active users/unique users Daily session Ad formatsInterstitials, Inline AnalyticsOmniture SiteCatalyst and Discover For more information contact: Lee FelsBradley Young

17 Essential Facts The Daily Telegraph and The Sunday Telegraph The Telegraph App iPad Free/subscription Subscription Launch date May 2011 Price £9.99 per month 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 prices For more information contact: Mark Challinor, director of mobile platforms

18 Essential Facts London Evening Standard and ES London Evening Standard AppiPadiPad (PDF) Free/subscriptionFree Launch dateSept 2010 July 12 Price -- Downloads 3,388 Active users/subscribers17, Daily active users/unique users Daily session5,837 1,300 Ad formatsBanners Fixed banners on app landing page, various interactive upgrades AnalyticsWebtrends TRiActive Media ES Magazine AppiPad Free/subscriptionFree Launch dateFeb 2011 Downloads 683 Active users/subscribers Daily active users/unique users Daily session Ad formatsFixed banners on app landing page, various interactive upgrades Analytcs TRiActive Media For more information contact: Jo Holdaway, commercial director digital

19 Essential Facts The Independent and i The Independent AppiPad Free/subscriptionSubscription Launch dateOctober 2011 Price £9.99 per month Downloads Active users/subscribers31,000 Daily active users/unique users Daily session13,000 Ad formatsFull page interstitials, banners and half pages AnalyticsFlurry i AppiPad and Android Free/subscriptionSubscription Launch dateNovember 2010 Price£4.99 per month Downloads 4,470 Active users/subscribers2,410 Daily active users/unique users Daily session2,300 Ad formats Fixed banners on app landing page, various interactive upgrades Analytcs TRiActive Media For more information contact: Jo Holdaway, commercial director digital

20 Essential Facts The Times and The Sunday Times The Times AppiPad and Android Free/subscriptionSubscription Launch dateMay 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 webiste access, The Times tablet app, Sunday Times app, Smartphone app Downloads Active users/subscribers132,845 (iPad only) Daily active users/unique users54,503 (iPad only) Daily session Ad formatsFull page static/interactive/rich media, fractional static ad features, supplements AnalyticsOmniture SiteCatalyst (time spent, page views) The Sunday Times AppiPad Free/subscriptionSubscription Launch dateDecember 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 webiste access, The Times tablet app, Sunday Times app, Smartphone app Downloads Active users/subscribers125,116 (iPad only) Daily active users/unique users75,671 (iPad only) Daily session Ad formats Full page static/interactive/rich media, ad features, supplements AnalytcsOmniture SiteCatalyst (time spent, page views) For more information contact: Lee Gibson, head of Times Media (sales)

21 Essential Facts Daily Mail, The Mail on Sunday and Mail Plus Daily Mail and The Mail on Sunday AppiPad - Mail OnlineiPad Free/subscriptionFreeSubscription Launch dateApril 2011Jun-12 Price- Daily Mail: 1 week (6 edition) £ month (24 editions) £ months (152 editions) £ year (312 editions) £94.99 The Mal On Sunday: 1 week (1 edition) £ months (4 editions) £ months (26 editions) £ year (52 editions) £49.99 Downloads200,000388,257 Active users/subscribers120,00016,000 Daily active users/unique users29,00020,422 Daily session18 mins per session Ad formatsBanner 468 x 60 Replication of newspaper formats AnalyticsOmniture/DFP - AdservingOmniture SiteCatalyst AppMail Plus (Kindle Fire) Free/subscriptionSubscription Launch dateOct 2012 Price7- 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 formatsFull screen view; 660 x 1235 AnalytcsOmniture For more information contact: Jake Parry, agency trading director Rosemary Gorman, group director

22 Essential Facts Daily Mirror and Daily Record AppiPad Free/subscriptionFree Launch dateDec 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

23 Essential Facts Coming Soon FormatiPad, Android and Kindle Launch dateQ Ad formats New rich media ad formats via rockbox For more information contact: Ian Rees, head of Sun Media (sales)

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