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
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
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
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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?
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