Telegraph Digital Overview2016

A history of innovation

1855 20121994 20102009 2015 2016

The Telegraph has always been a pioneer in digital publishing. In 1994, it was the first European newspaper with a website. It then became the first UK news app on the iPhone. The first Global news App on the Android phone. The global launch partner with Amazon for the Kindle, the

first UK business to have an app in the Windows 8 store and more recently, it was the launch partner on the Apple News app and Google AMP.

Multi-Platform

Reaching 27.1 million every month

8.8m 20.5m

The Telegraph now reaches 11.9m 15-34 year olds. That's 73% reach of the youth audience!

4.5m63 44 36Avg age:

The Telegraph now reaches 4.5m 35-44 year olds. That's 56% reach!

The number 1 Quality daily UK newsbrand

Sources: NRS PADD June 2016

Telegraph crossover

Only 3% crossover of all platforms

ABC1 audience retained across platforms

Sources: NRS PADD June 2016

74% ABC1 72% ABC1 62% ABC1Desktop

Mobile devices

Print

1,902,000 7%

4,026,000 15%

15,097,000 56%

1,118,000 5%

2,831,000 12%

711,000 3%

710,000 3%

Social Media

9m TWITTER FOLLOWERS

ACROSS ALL ACCOUNTS

5.2m FACEBOOK LIKES

ACROSS ALL ACCOUNTS

200k INSTAGRAM LIKES

ACROSS ALL ACCOUNTS

A combined reach of over 14.4 million - and growingWe influence the influencers; our readers know people across an array of social, cultural, professional, and economic circles. They

thrive on making introductions and pass on their accumulated knowledge to those who surround them.

Last checked 2 Aug 2016, Sources: Brandwatch, September 2015 and Parse.ly analytics

THE TELEGRAPH IS THE MOST ENGAGING NEWSBRAND ON TWITTER The Telegraph’s audience is 1.2 times more active on social media than those of our nearest competitor. In addition to this, up to a million

people every day also enjoy Telegraph content through Facebook.

Telegraph Digital Platforms

Telegraph Platforms

182m page views

21.2 digital users each month

Reaching more than 2 in 5 UK internet users

Sources: UKOM MMX MP August 16 /NRS PADD June 2016

User engagement

Desktop - 7-10am, 12-2pm, 4-6pm Mobile - 7-9am, 5-7pm and 10-11pm Tablet - 7-9am and 8-11pm

Target our users at the highest peaking traffic times across all platforms, Opportunity to serve advertising during these peak time zones to maximise reach of the Telegraph audience.

• 3.5m ad impressions • £25k package • 1.4M visits

PEAKS PACKAGE

Specialised Packages

Enhancement: Utilise first available impression takeovers at key times on each platform. E.g. Commuter package - First available impression takeover at 7am

LUNCHTIME Target an audience catching up on all their favourite content at lunchtime • Platforms - Desktop • Days - Mon-Fri 12-2pm • ROS Double MPU & MPU • £10.5k package (700k ad impressions)

RETAIL Access our users at key retail times when they are in the mindset to spend • Platforms - Tablet /App/ mobile • Days - Thurs, Fri, Sat • ROS Double MPU & MPU • £10k package (2m ad impressions)

PRIME TIME TV Access our audience during peak TV hours • Platforms - Tablet /App/ mobile • Days - Mon-Fri 8-10pm • ROS Double MPU & MPU • £10k package (2m ad impressions)

COMMUTER PACKAGE Target our commuter audience whilst they catch up on top headlines and snack content on the go • Platforms - Tablet /App/ mobile • Days - Mon-Fri 7-9am and 5-7pm • ROS Double MPU & MPU • £10k package (2m ad impressions)

SPORT Target the highest peaks across Telegraph Sport, engaging users checking all the action from the weekend • Platforms - Tablet /App/ mobile/ Desktop • Days - Fri-Mon • Run of Telegraph Sport • £10k package (100k ad impressions)

FINANCE PACKAGE Access our affluent business audience on weekday mornings when they start the day with the latest financial news • Platforms - Tablet / mobile / City briefing email/App • Days - Mon-Fri 5-9am • Run of Finance & email • £10k package (150k ad impressions)

Adobe responsive

What is ‘responsive’?: Telegraph has moved its CMS (content management system) over to Adobe to make our website fully responsive

Telegraph publishes over 500 new articles each day on the web, a responsive site drives efficiency allowing our content to to appear to Telegraph design across all viewports on any platform device.

Benefits: • Seamless advertising experience driving engagement

and quality user experience • Better viewability on ads • Scope to launch new ad formats

Telegraph.co.uk

DESKTOP BROWSER

The Telegraph is a true digital pioneer. Our website launched four years before Google, ten years before Facebook and was the first newspaper website in Europe. Today, the site is enjoyed by 62,000,000 users every month across the globe.

• 7.5m monthly unique users

• 63m page views per month

• 72% ABC1

• 37% earn over £50K

• News • Sport • Business • Money • Opinion • Travel • Tech & Science • Video

• Culture • Film • TV • Lifestyle • Fashion • Luxury • Cars

Sources: UKOM MMX MP August 2016

CHANNELS

Mobile browser

Sources: Adobe Analytics / UKOM MMX MP August 16/NRS PADD June 2016

MOBILE BROWSER

Mobile is The Telegraph’s number one and fastest growing platform with 18.6 million readers every month

• Delivers the highest reach within The Telegraph portfolio (68%)

• Youngest demographic: average age is 36 • ABC1 audience (66% ABC1)

Top platforms: 67% IOS | 26% Android

Advertising options: • Full site takeover • Channel takeover • Channel targeting • Keyword advertising

Telegraph.co.uk

Sources: NRS PADD June, UKOM MMX MP July 16

Advertising options:

• Full page interstitials £6k per week / 77k ad impressions • 100% Takeover opportunity £25k per day / approx 1m+ ad impressions • Leaderboard on every article page from £4CPM

DAILY EDITION APP (TABLET & MOBILE)

The Telegraph Live news app is the perfect way to target our on the go audience when they are out and about, accessing all the latest news, business, sport and comments through their smartphones.

• Daily UU’s 23k • Monthly UU’s 95k • Average Daily Dwell Time 18m

Advertising options: • MPU • Static/interactive interstitial • Banner

LIVE NEWS APP (MOBILE ONLY)

• Average age 50 • Average income £77k • Daily UU’s 50k / Monthly UU’s 103k • Average Daily Dwell Time 46m

Refreshed in 2015 following research with 20,000 customers. This four-star App is available on Tablet and Smartphone. It offers customers a full digital version of our print offering including all magazines and sections and is currently commanding average dwell times of 46 minutes a day. New Feature : Section targeting & Inclusion of all lifestyle content including Stella and Ultratravel

New Telegraph App

Sources: NRS PADD June, UKOM MMX MP July 16

“The new mobile app will bring The Telegraph’s fresh and trustworthy perspective to a younger, mobile-savvy audience. In a world with so much news at people’s fingertips The Telegraph’s app will cut through the noise telling

you about the news that matters to YOU, and entertaining you at the same time. Highly visual and beautifully designed, the app will be continuously updated throughout the day proving an indispensable resource for people

staying up-to-date on the world that’s going on around them.”

Third party apps

The Telegraph was a launch partner for Apple News in January 2016.

Within month one we were within the top three most watched brands and our content is the most shared on the app.

• 4 available ad sizes • Tenancy from £5k and CPM advertising opportunity • 1 million ad impressions per week

APPLE NEWS

FLIPBOARD• 5.7m monthly readers globally

• 56m Flips/ Page Views per month globally

• 817,000 UK unique users per month

• 1.7m UK page views

• Full Page creative and vertical video ad

• Tenancy/CPM opportunities

GOOGLE CURRENTS

FACEBOOK INSTANT ARTICLES

In February, The Telegraph also become one of the first media owners to embrace the power of Facebook Instant Articles. The improved page loading speed results in more people viewing, commenting and sharing content.

• Tenancy and CPM advertising opportunity • MPU • 13.1 million monthly ad impressions • 1.8 million uniques (In first two weeks)

ADVERTISING OPTIONS:

• Interactive full page creative

• Static full page creative

• 1 million Ad impressions monthly

• Tenancy from £5k

Coming Soon

Exciting new developments on Apple News to follow…

Direct response through to branded content

TABLET PLATFORMS EMAIL

TELEGRAPH AUDIENCES

INREAD

PROGRAMMATIC

1ST AVAILABLE IMPRESSION TARGETING

HOMEPAGE TAKEOVERS

VIDEO

MOBILE PLATFORMS

CROSS PLATFORM RUN OF SITE

Telegraph video

• Pre-roll will run across telegraph desktop and mobile browser as well as The Telegraph’s you tube channel.

• 3 million+ across desktop and mobile each month • Targeting opportunities available • CPM packages (Between £25/£30 CPM)

Premium Telegraph-produced video content spanning breaking news, live video feeds and distinct lifestyle categories.

PRE-ROLL ACROSS TELEGRAPH & TELEGRAPH YOUTUBE CHANNEL

The InRead format is ideal for brands to bring content to life and drive video plays; it sits within the content feed, driving engagement and a seamless brand experience.

• Runs across desktop and mobile • Format only plays when more than 50% in view • Format is capped at 1 per user per day • CPV (£0.25 - £0.30) chargable on 75% views • CPM model (£25 - £30) • Channel targeted or ROS

INREAD

TV CHANNEL SPONSORSHIP

• Channels available: business, money, culture, sport, travel, technology, lifestyle, cars • High impact solus presence on every page within a channel that features video. • Pre-roll before every video play • 100% SOV on all display ads on video • Channel video series included (subject to series availability) • Monthly tenancy (£10,000 per month) 500,000 ad impressions guaranteed

Video package

Copy: * MP4 Files, 2.2MB, Max 30 Secs

• Pre roll and InRead • 30 second video • Running across Desktop & Mobile

TARGETED PACKAGESFashion Culture Wonder Women Travel

Sport Cars Finance Telegraph Men Technology

News Sport

£10k PackageROS 500k ECPM £20 Targeted Packages 400k ECPM £25

• InRead: High impact native format embedded in middle of article

• Only charged when 75% of 30 second ad viewed

• Running across Desktop & Mobile

£10k PackageROS 50k ECPV 20p Targeted Packages 40k ECPV 25p

CPMCPM CPVCPV

Emails

EDITORIAL EMAILS

• 13+ curated emails sent out to our database of subscribers on key editorial topics such as Finance, Fashion, Business, Travel and Motoring.

• Viewable on mobile • Formats: 468x60, ‘In Association’ logo and Text link

3RD PARTY SOLUS OPPORTUNITY

• 100% SOV • Co-branded with Telegraph • Choice of Acorn, Geo, Demographic and topic targeting. • Viewable on mobile • Can be built to client preference within existing Telegraph templates

2.2 million readers and growing….

Audience and Audience Extension

Auto

mot

ive

Busi

ness

&

Fina

nce

Pers

onal

Fi

nanc

e

Life

style

Trav

el

Tech

nolo

gy

Auto Enthusiasts

Motorbike Enthusiasts

Savers & Investors Film Fans

Informed Investors Family Movies

Property Portfolio Owners

Book Lovers

Credit Card Seekers Music Lovers

Retirement & Pensions Planners

Live Music Lovers

Savings Seekers Video Gamers

Energy Switchers

Culture Vultures

Eco-Friendly Foodies

Luxury Travellers

Health & Fitness

Destination: Africa

Destination: Caribbean

Interior Design & DIY Enthusiasts

Photography Enthusiasts

Celebrity Followers

Gardeners Charity Supporters

Household Grocery Buyers

Online Shoppers

Champagne & Wine Drinkers

Family Holiday Seekers

Destination: Europe Rugby Fans Cricket Fans

Tennis Fans Golf Lovers

Seas

onal

Fashionistas

Men’s Fashion

Female Grooming

Male Grooming

Luxury Fashionistas

Luxury Jewellery &

Watch Enthusiasts

Festive Foodies

Festive Gifters

Travel Enthusiasts

Running Enthusiasts Sailing Fans

Loan SeekersUpmarket Culture Vultures

Prof

iles:

Li

fecy

cle

Off to University

Wedding Planners

Married/ Living as Married

Expecting Children

Kids in Household

Empty Nesters

Silver Surfers

Outdoor Enthusiasts

Beach Holiday Seekers

Male

Female

Domestic Holiday Seekers

18-24

ABC1

AB

C2DE

£30k+ Household

Income

£50k Household

Income educated

£75k+ Household

Income

Fleet Managers

Luxury Car Seekers

Boxing Fans

Auto Insurance Seekers

Family Car Researchers

25-54

35-54

55+

18-34

25-44

Cycling Fans

Pet Lovers

High Net Worth

Individuals

Expats

Winter Sports Holiday Seekers

Gadget Lovers

Apple Fans

Mortgage Seekers

Upmarket Socialites

All Business

Prof

iles:

D

emog

raph

ics

18+

Performance Cars Seekers

4x4 Researchers

Cabriolets & Roadshers

Seekers

Small Car Researchers

Business Decision Makers

C-Suite Directors

SMEs

Government Decision Makers

City Workers

City Break Seekers

Destination: Americas

Destination: Australasia

Business Travellers

Package Holiday Seekers

Long Haul Holiday Seekers

Cruise Seekers

Car Rental Seekers

Android Fans

Early Adopters

IT Business Decision Makers

Computer Seekers

Tablet Seekers

Hotel Seekers

Travel insurance Seekers

Home Entertainment

Lovers

TV Seekers

Mobile Phone Seekers

High End Technofiles

Football Fans

Horse Racing Fans

Formula One Fans

TELEGRAPH AUDIENCES SEGMENTS

Ente

rtain

men

t

Fash

ion

Spor

t

Home Owner

Train Travel Seekers

Sports Fans

Telegraph AudiencesThe Telegraph’s first party data fused with trusted third party data from established industry sources. This enables you to drive targeting efficiency by reaching your target audience utilising our current segments or creating your own bespoke version.

• Extend the reach of your campaign to Telegraph readers on a carefully selected list of external websites:

• Target scarce upmarket audiences, powered by unique Telegraph proprietary data

• Achieve scale and reach beyond the Telegraph domain via single media buy

Telegraph audience offsite

Telegraph audience onsite

Contextual targeting Reach the right audience, at the right time, in the right place

Discover & extend valuable inventory

Precision customer targeting

Reach a live audience Keep brands alive

Improve campaign performance

FAMILY HOLIDAYS

That page then forms part of a ‘virtual content channel’, a collection of pages that match that

contextual category

Programmatic

Programmatic

Source: UKOM MMX MP Apr 15

Launching our programmatic offering in 2012, The Telegraph has been an early adopter of automation. We currently utilise AdX as our SSP and we offer the full display product suite* to mirror those of IO based buying.

A Private Auction grants priority access ahead of the Open Auction. It is a customised, brand safe and invitation - only marketplace where Telegraph Audiences, Channels and Contextual level inventory is made available to select buyers.

Exemptions: 1) Creative formats - we are unable to offer non standardised formats not approved by AdX. 2) Interstitials - Due to Google policy of click-to-close ( our ads run swipe-to-close)

Private Auctions

Programmatic

Source: UKOM MMX MP Apr 15

2016 opportunities Preferred Deals: First look and fixed price offered as opposed to biddable floor CPMs, accessible for campaigns where a minimum £10k IO-based commitment is made.

Automated Guaranteed: Automated Guaranteed refers to the direct sale of reserved ad inventory between a buyer and seller, with automation replacing the manual insertion order process.

TMG leverages Enhanced Dynamic Allocation to allow our partners the ability to compete with direct bookings. This means programmatic at The Telegraph does not equal remnant!

Telegraph Trending: Programmatic based PMP, giving advertisers access to genuine unforeseen spikes in unique audiences and reach. identified by a grapeshot algorithm and fed automatically into an always on PMP for you to target

Innovation

New Innovations

TELEGRAPH PREMIUM DIRECT MPU / Double MPU on article pages

Premium guarantee 100% viewable for 10s or you don’t pay ‘Sticky’ placement ensures ad stays while users scroll

CPM standard for non-guarantee, premium CPM for 10 second guarantee

10 second, 100% viewable ad

44% would remember a

sticky ad vs 27% for standard ad

NEW OPPORTUNITY Own whole page

Rate: Chosen format x3

Sticky Ads Research

• Sticky ads command attention: 5-6 sec vs. 1.3 sec for standards ads.

• Positive emotions have a greater influence on purchase intention (3x more for video and x2 for standard ads)

• Users are 63% more likely to recommend telegraph.co.uk with sticky ads.

KEY POINTS

METHODOLOGY

Emotion recognition Eye-tracking Short survey

We've carried out a research study with an independent company CrowdEmotions, testing attention and attitudes to advertising and telegraph.co.uk

New Innovations

TELEGRAPH ‘NATIVE’ DIRECT

In-article native placements Telegraph ‘look & feel’ creative

‘In-stream’ positioning CPM buy mode only

TELEGRAPH MOBILE STICKY

Currently in test Based on market demand — banner format

September launch Limited to one sticky ad per users session

Display ad formats

THE SUPER MEGABANNER Fully responsive format that will automatically resize on different screen sizes. This format offers maximum impact and stand out through a bespoke megabanner strip that uses the whole width of the screen. The format can host the usual functionalities like multiple video, social links, data capture, hotspots etc.

Portal HPTO £18.5K - £22.5K (Opportunities for tenancy and section HPTO)

SUPER STICKYInitially a megabanner - the megabanner reduces in size to a sticky leaderboard when the user

scrolls and the megabanner becomes out-of-view. There is the option to run this with skins and the functionality can be altered further to offer advertisers a bespoke experience; overlay

integration, hotspots, video, carousel etc.. Portal HPTO £22.5K - £27.5K (HPTO Opportunities across other channels £3k+)

New ad formats

RESPONSIVE SKINS Evolving the current re–skin format. Users are encouraged to interact with the Megabanner, which then changes the content featured within the skin. The content can range from images, video, polls etc. there is also the option for the re-skin to expand to host a full screen experience, which results in a highly engaging execution offering standout and mass appeal.

Portal HPTO £22.5K - £27.5K (HPTO Opportunities across other channels £3k+)

THE TOMBOLA 3d carousel format with different sized panels offers standout , panels rotate to include rich content experiences allowing users to fully immerse in a brand experience Portal HPTO £18.5K - £22.5K (Opportunities for tenancy and section HPTO)

Performance of 2015 formats

The Matrix The Venetian The Chatterbox

Interscroller Spincube

Non standard ad formats such as The Cascade have been achieving, on average, 0.3% CTR on desktop and from 0.51% up to 0.9% on tablet/mobile

Megabanners and reskins can achieve on average 0.16%

Results

The Cascade

High impact solutions

Portal HPTO - All platforms Maximise impact and awareness on the highest traffic page on telegraph.co.uk, includes HPTO on desktop, mobile site, Safari and 100% SOV on leaderboard across Telegraph tablet app

475k visits per day

£30k cost per day

4m estimated ad impressions per day(Including skins and weekday executions )

First available impression targeting

Desktop • 600,000 uniques per day • 1.4 ad impressions per day • 24 house tenancy roadblock

Mobile • 550,000 uniques per day • 1.1m ad impressions per day • 24 house tenancy roadblock

Opportunity to reach every visitor to telegraph.co.uk...

Users see your brands advertising from any entry point to the site, reach circa 1.1 million users per day when ran across desktop and mobile.

* If a homepage/takeover is running on the first page a user enters the site, the ads will be shown on the next available page.

£17K for either desktop/mobile,£10K if bought with HPTO, £25K for both desktop & mobile

Telegraph impact

TELEGRAPH.CO.UK Homepage takeover across desktop and mobile 1st available impressions across desktop and mobile 4,415,000 ad impressions

iPAD APP iPad day takeover Full Page & Fractional slots 990,000 ad impressions

TELEGRAPH USERS OFFSITE Ads only running across Telegraph white list 3,595,000 ad impressions

Maximise impact and reach in one day across our multiple platforms

9,000,000 ad impressions 2.6m visits PACKAGE COST: £60,000

Display Packages

Cross platform ROS

• Campaign will run ROS across Tablet, Desktop, Mobile including apps, Facebook instant articles

• No guarantees on split of campaign across each platform

T’s&Cs:

Rate: £3cpm Minimum Spend: £5k Formats: Leaderboard, MPU

Our latest edition to our product stack; Cross Platform ROS offers advertisers access to ALL of our inventory across every platform. We currently have only 2% crossover on our platforms so this opportunity allows you

to maximise your reach of our audience at our lowest CPMs across all of our touchpoints.

Premium ROSCost effective solution to enable you to target Telegraphs premium audience with guaranteed inventory in our premium channels at a blended rate.

Spend over £2500 on holiday (Index 112)

Male - 10,304,000 monthly UU’s

Have £100,000 or more in savings and investments

(Index 118)

“I like to stand out in a crowd” (Index 119)

“I wear designer clothes” (Index 122)

Women - 10,974000 monthly UU’s

“I love to buy new gadgets and appliances” (Index 116)

“I buy new products before most of my friends” (Index 117)

Premium ROS: Motoring, Fashion, Finance & Travel Premium Female: Fashion, Culture, Travel, Woman Premium Male: Sport, Finance, Motoring, Technology

Standard formats: £10 CPM , Megabanner: £15 CPM

TGI Clickstream Q2 2016

Telegraph Luxury

207,108 UK Unique Browsers

A destination for discerning consumers Channels include Travel, Men’s Style, Women’s Style, Art, Jewellery, Drinking & Dining

Expertise from Bill Prince, Caroline Issa, Louisa Buck and James Gurney

Homepage / 100k ad imps / £10k Travel / 150k ad imps / £15k Lifestyle (art, design, property, food and drink) / 100k ad imps / £10k Women (Women's Fashion, Jewellery) / 100k ad imps / £10k Men (Motoring, Watches, Men's Fashion, Tech) / 100k ad imps / £10k

Packages

538,608 UK Page Impressions

341,903 Global Unique Browsers

1,009,777 Global Page Impressions

£114, 382 average user income 91% agree “I have expensive taste” 81% agree “it’s worth paying extra for quality” 1 in 4 earn over £100k, 10% earn £250k +

High Net Worth Audience

eDR TMG User survey 2014; Adobe Feb 16