Cross platform planning in a connected world

The multi-platform future is now 11 hours of

media consumption

...crammed into just 9 hours a day

Proportion of daily media consumption that happens simultaneously:

62%2013

65%2014 Source: Ofcom Digital Comms Report 2014

Nowhere is this more true than for news brands

Print22%

Desktop44%

Mobile4%

16% 5%

3%

6%

Distribution of Quality News audience by platform, past week

Source: Total Audience 2014

Which is why we have scale comparable to Facebook and Google

Google monthly reach

Newsbrands monthly reach

45.2m39.8

m34.1m

Facebook monthly reach

Source: ComScore /NRS PADD September 2014

22m Guardian and

Telegraph combined

Cross-platform is a hygiene factor for advertisers

2012

8.9

Average number of channels used in ad campaigns:

20003.3

Source: IPA 2014

So why is cross-platform planning so

hard?

Cross-platformnews brand data

exists

Cross-platformplanning tools

exist

But there are gaps….

Print sections

Desktop site sections

Mobile site sections

Apps

Off Platform

This is where ANP2 comes in….

Audience Cross-over

survey

UKOMcomScor

e

Omniture

Comscore

What’s new?

Industry collaboration

Enhanced channel data

Enhanced ad format detail

Earned media reach

From 50 to 200 channels

48print

sections/titles

3xother apps

(tablet, travel & fantasy football)

48desktop channels

2Flipboard& Google Currents

74mobile & app

channels

25cross-digital

platform channels

Expand your cross-platform reachAcross print, desktop and mobilethe Guardian and the Telegraph reach…

64%of all AB adults

67%of those with a net income of £70k+

50%of car owners

63%of business travellers

43%of the adult population

42%of main shoppers

22 million

GB adults in total

Source: NRS PADD Sept 2014

Harness the power of earned media

43%more likely to

be a conversation

catalyst

1.05 million conversation catalysts

The Guardian and the Telegraph‘s audience are…

So what are the benefits?

2.Efficiency

2.Effectivene

ss

1.Simplicit

y

1. Simplicity

Why use many planning tools when you can use just one?

2. Efficiency

Planning a cross-platform campaign using Audiences Not Platforms

A high street retailer targeting main shoppers

The original campaign:

Audience

1,154,000

GRPs9.47

Impacts2,499,000

Paid + Earned Impacts4,598,000

CPT£24.01

x 6 insertions

Planning a cross-platform campaign using Audiences Not Platforms

Audience

1,498,000+30%

+44%

+44%

+ +35%

-30%

GRPs13.6Impacts3,601,000

Paid + Earned Impacts 6,227,000CPT£17.08

ANP Optimised Campaign Formats:

x 3 insertions

Culture, Fashion

Life&Style, Travel

Planning a cross-platform campaign using Audiences Not Platforms

Holiday company targeting regular holiday takers

The original campaign:

Audience

1,384,000

GRPs17.23

Impacts3,960,000

Paid + Earned Impacts6,200,000

CPT£33.33

x 6 insertions

Planning a cross-platform campaign using Audiences Not Platforms

Audience

2,158,000+55%

+42%

+42%

+ +53%

-29%

GRPs24.55

Impacts5,640,000

Paid + Earned Impacts 9,541,000CPT£23.58

ANP Optimised Campaign Formats:

x 4 insertions

Travel, Food and Drink

Home page, Life & Style, Travel

Moving £40k from ITV to Telegraph and Guardian digital platforms….

Schedule One:£200,000

3.7 million AB adults

£31.48 CPT

Schedule Two:£200,000

4.5 million AB adults

£24.75 CPT

Telegraph & Guardian print:

£60k

ITV1: £140k

Telegraph & Guardian print &

online: £100k

ITV1: £100k

+800k reach-21%

CPT

3. Effectiveness

Case study: Automotive campaign

Print

Mobile

iPad

Web

Cross platform motors campaign running across four platforms

Case study: Automotive campaign51% of respondents recalled seeing the campaign on more than one Guardian platform…

Online

In Print

On Tablet

On mobile

59%31%

37%12%Purchase consideration Visit website

Cross Platform

+208%

increase

+90%

increase

Case study: British Gas campaign

Print

Mobile

iPad

Web

British Gas ran a cross platform campaign with the Telegraph

23% 14%

45% 32%

24% 15%

15% 9%

Awareness+41%

increase

Single Platform Exposure

Single PlatformCross Platform

Find out more

Talk about

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+60%

increase

+64%

increase+67%

increase

Case study: British Gas campaignBig uplifts for those who saw the campaign across multiple platforms

What next?