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Newsworks' Tablet Project provides key benchmarks for tablet advertising along with creative learnings and consumer views.
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#TabletProject
What we are
covering
A brief history
The results
Creative observations
Summary and key tips
A quick history lesson
May 2010
UK tablet owners
TouchPoints5 eMarketerComScore
May 2014
17.9m 19.1m 21.1m
Tablet ownership
25% 41% 47% 41% 38%
18-24 25-34 35-44 55+ 45-54
C2DE39%
ABC1 61%
Men48%
Women 52%
Demographics
10,856,000Tablet users who are newsbrand readers
1,545,000Weekly tablet newsbrand reach
Benefits of tablets https://www.youtube.com/watch?v=hPl42nTkf6I
Consumer research
Why did we launchthe project?
How many tablets
How many apps
How many people
Individual campaign results
We know
We didn’t know
What success looks like
Creative Results
campaigns months
What we did
20 3
ParticipantsParticipants
Language
Language
Views
Content views
Impressions
Delivered impressions
UK+Occurences
Occurrences
UK+ No. Ad click thru
Delivered clicks
Clicks
Exits
Clicks/Visits
Total clicks
% CTR
CTR
Click through rate
Views
Content views
Impressions
Delivered impressions
UK+Occurences
Occurrences
Language
Ad Views Taps Dwell TimeTap Rate (%TR)
Advantages of newsbrand tablet advertising https://www.youtube.com/watch?v=1JV0hWt4AcE
Consumer research
Results
Average Tap Rate Average Dwell Time
Averages across five sectors
0.79%7.0 seconds
0.79% 0.61% 0.87% 1.04% 0.57%
7.0s 6.9s 5.9s 6.1s
0.84%
6.8s 10.1s
Individual sectors
Motors Finance Retail and Travel
Tech Entertainment
Av
Project average
Creative Type
Text link
Video
Interactive
Text link
0.82% 5.6s
Video
1.06% 7.1s
Interactive
0.42% 9.0s
0.79%
7.0s
0.82%
5.6s
1.06% 0.42%
7.1s 9.0s
Project average
Text link Video Interactive
Creative types
Consumer research
Interactive tablet ads likes and dislikes https://www.youtube.com/watch?v=kFGRboTctFo
Creative Observations
Text link
Video
Interactive
Text link
Action orientated copy
Key metric = Tap Rate
Video
Clarity and relevance
Key metric = Tap Rate/
Dwell Time
Interactive
Informative and engaging
Key metric = Dwell Time
Summaryand key tips
Be directionalKeep it simple Give the user control
Remember the campaign
objectives
