audiences not platforms a touchpoints channel planner case study
DESCRIPTION
Audiences Not Platforms A Touchpoints Channel Planner case study. Newsbrands. Embracing a cross platform future. Guardian on Flipboard. Guardian mobile. The Guardian in Print. Guardian Weekly. The Guardian’s desktop site. iPad Edition. The Guardian Kindle Edition. Windows App. - PowerPoint PPT PresentationTRANSCRIPT
1guardianmedia audiences not platforms 11
Audiences Not PlatformsA Touchpoints Channel Planner case
study
2
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
5
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