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News stories from TouchPoints : Keep taking the tablets September 2014

News stories from TouchPoints : Keep taking the tablets September 2014. Some things don’t change. Despite phenomenal changes in how people use the media, our core planning objectives remain the same.

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News stories from TouchPoints : Keep taking the tablets September 2014

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  1. News stories from TouchPoints: Keep taking the tablets September 2014

  2. Some things don’t change • Despite phenomenal changes in how people use the media, our core planning objectives remain the same ....... • ....... to understand existing and potential customers and place the right messages in front of the right people when they are most likely to be paying attention and take action

  3. What we will cover today Newsbrands are growing with the advent of digital channels Newsbrands are more popular in digital media than many other formats: significant amounts of time are being spent with them and people are more engaged People use newsbrandson tablets when they are in a more relaxed and less time-pressured frame of mind and are therefore more receptive to advertising messages Some suggested guidelines to enhance advertising effectiveness

  4. But first… who are these people?

  5. A lucrative demographic 70% ABC1 and … 15-34 8.9% 25-34 16.7% 35-44 20.8% 45-54 22.6% 55-64 14.5% 65+ 16.5% Source: IPA TouchPoints 5

  6. With more than an average amount of money > £75K 125 £55 - £75K 120 £35 - £55K 99 £20 - £35K 103 < £20K 65 Source: IPA TouchPoints 5

  7. Sociable, active culture vultures Shop at airports 291 Go to live concerts 244 Go to theatre 216 Go to art gallery 212 Go to museum 209 Attend live sport events 157 Expert in food and wine 150 Go clubbing 134 Go to gym 130 Go to restaurants (not FF) 126 Go to pubs / bars 126 Entertain at home 123 Source: IPA TouchPoints 5

  8. Ahead of the curve and fashionable Like to keep up with new technology157 Friends ask my advice on brands 137 Like to keep up with latest fashions 122 Can afford to splash out on luxury goods 120 Always first to have latest things 120 Important to treat myself 106 Source: IPA TouchPoints 5

  9. Up to date with technology Blu-Ray recorder 320 Wi fi radio 295 Apple laptop 224 Apple desktop 212 E-book reader 183 Smart TV 173 3D Blu-Ray 158 Netbook 151 i-phone 149 3D TV 147 Source: IPA TouchPoints 5

  10. Media savvy Use wifi on underground 254 Pay extra for one off progs 230 Prefer on-line newspapers 217 Pay to stream movies 178 Watch streamed live TV 161 Films through catch up 157 Download TV progs 148 Use red button 147 Listen to music on-demand 146 Source: IPA TouchPoints 5 Source: IPA TouchPoints 5

  11. With positive views towards advertising Trust newspaper advertising 142 Like relevant advertising on mobile 119 Advertising helps purchase decisions 116 Like interactive ads 113 Advertising helps find products 103 And are 61% more likely to follow brands and adviseothers about them Source: IPA TouchPoints 5

  12. Newsbrandsare growing with the advent of digital channels

  13. Each month almost 42 million UK adults read a newspaper 19.4m 4.6m 37.3m are in print format read online readers are added to the total readership Source: NRS PADD

  14. 8.7m access digital newsbrands exclusively via tablet and mobile phone each month Around a third only read on tablet or phone Source: comScore (8.7m), IPA TouchPoints 5

  15. Understanding how it all fits together Print Computer Tablet Mobile

  16. Tablet readers frequently use newspaper apps 37% 59% at least once a day at least once a week Source: IPA TouchPoints 5

  17. Tablet readersare multi-platform Each week… 61% 36% 25% also read a printed version also read on a PC also read ona mobile phone Source: IPA TouchPoints 5

  18. Newsbrands are more popular in digital media than many other formats : significant amounts of time are being spent with them and people are more engaged

  19. An average of over An average of over 45 minutes each day is spent reading newsbrands on a tablet each day is spent reading newsbrands on a tablet Source: IPA TouchPoints 5

  20. A symbiotic relationship: complementary rather than competitive Tablet M-F Print M-F Source: IPA TouchPoints 5

  21. Especially at weekends 88% of shopping is done 65% of TV viewing remains 52% of readership is done 90% of shopping remains Source: IPA TouchPoints 5

  22. Engagement – hardly a new concept “Tell me and I’ll forget. Show me and I’ll remember. Involve me and I’ll understand” Confucius, 551 BC – 479 BC

  23. Newsbrand tablet readers are less likely to be using TV at the same time Time spent with tablets in front of a TV set 33% 24% tablet newsbrand readers all tablet users Source: IPA TouchPoints 5

  24. People use newsbrands on tablets when they are in a more relaxed and less time-pressured frame of mind therefore more receptive to advertising messages Source: IPA TouchPoints 5

  25. Tablet newsbrand readers are the most relaxed – particularly at weekends… Source: IPA TouchPoints 5

  26. …… they are also happier Source: IPA TouchPoints 5

  27. Some suggested guidelines to enhance advertising effectiveness

  28. Entertainment Communication Information Transaction Self expression

  29. Entertainment Information Communication Transaction Self expression

  30. Newsbrands Newsbrands Newsbrands Newsbrands Newsbrands

  31. Some of the things people say about newsbrandtablet advertising advertising on tablets Encourages me to buy • Allows me to interact • I trust the brands that advertise here • Makes me more positive about the advertiser • Easy to refer back when you need to Source: Newsworks “Never let me go” research conducted by MTM

  32. Newsbrands’ wide range of formatsprovide great flexibility and the potentialfor complementary brand messaging Perceptions of advertising when engaging with newsbrands via each medium: Print Computer • Tablet • Fun to interact with products • Willing to be diverted • Plenty of time to explore Mobile

  33. People consume media along a spectrum ranging from time pressure to relaxed Relaxed Time pressured

  34. And they also show different levels of engagement in the channels they use High engagement Relaxed Time pressured Low engagement

  35. And they also show different levels of engagement in the channels they use High engagement Cinema Glossy magazines Trade press Internet (browsing) Radio evening Relaxed Time pressured Trade press Internet (searching) Radio morning Low engagement

  36. Tablet newsbrand readers are more engaged and relaxed High engagement Newsbrands Relaxed Time pressured Low engagement

  37. Key points • Tablet readership adds lucrative and appealing audiences to overall newsbrand consumption • Messages should be designed and placed to capitalise on higher levels of engagement and a more relaxed frame of mind • TouchPoints allows us to explore more closely the relationships that people have with newsbrands and to look further into how they sit and fit with other media behaviour

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