audiences not platforms a touchpoints channel planner case study

1guardianmedia audiences not platforms 11

Audiences Not PlatformsA Touchpoints Channel Planner case

study

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NewsbrandsEmbracing a cross platform future

The Guardianin Print

The Guardian’s desktop site

Guardian mobile

iPadEdition

iPhoneApp

AndroidApp

Guardian Weekly

Blackberry 10 App

WindowsApp

Guardian Eyewitness

for iPad

Guardian on Flipboard

Guardian on Google

Currents

GuardianWitness

The Guardian Kindle Edition

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Delivering cross-platform audience at scale

Source: Touchpoints 5

Guardian monthly audience platform usage by platform

34% 22% 6% 38%

Print OnlyDesktop OnlyMobile or App OnlyMultiple platforms

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Media, planned bought and measured around audiences

Trading: where we’re going

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Benefits

• Being part of a transformative change

• Harnessing insight and planning to deliver advertisers what they want

• Quick to execute• Better deal for advertisers• Opportunity to efficiently integrate

communications• Future proofing our digital 1st

strategy • Monetizing a market leading

audience

Advertisers Agencies

The Guardian

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Our old cross-platform planning capabilities…

.com

+

+

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… and how we’ve improved them

Audience cross-over

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Audiences not platformsOur automated cross format planning tool.

Winner Research

and InsightAward

Winner Multiscreen research

award

Powered By:

Fused To:

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Audiences Not Platforms Case StudyAutomotive Brand

Reach

GRPs

CPT

% 1+ Reach

OTS

ANP Optimised Campaign Formats:4,548,000

34.3

£16.25

10.5

3.27

+21%

+22%

+8%

+12%

-18%

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One of many> 150 campaigns in 2013

+£40,000 +£20,000 +£150,000

Cross platform 2x more likely to visit store, 3x

more likely visit websiteGuardian share

of traffic 3x

Cross Platform 2.4x more likely to consider, 1.9x more likely to talk

about

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Moving £25k from ITV to Guardian digital platforms….

Schedule 1: £100,000 4.9 million ABC1

Adults £14.12 CPM

Schedule 2: £100,000 5.7 million ABC1

Adults £12.31 CPM

+16% reach

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NEW: Audiences Not Platforms V2.0

ANP v2.0

Enhanced Channel Data

Social Data

Industry Collaboration