Audience Not Platforms

Report
Audiences Not Platforms
A Touchpoints Channel Planner case study
guardianmedia
audiences not platforms
11
Newsbrands
Embracing a cross platform future
The Guardian
in Print
Guardian
Weekly
The Guardian’s
desktop site
Guardian
mobile
iPad
Edition
The Guardian
Kindle Edition
Guardian on
Flipboard
Windows
App
Blackberry 10
App
Android
App
iPhone
App
Guardian
Eyewitness
for iPad
Guardian on
Google
Currents
Guardian
Witness
2
Delivering cross-platform audience at
scale
Guardian monthly audience platform usage by platform
34%
22%
6%
38%
Print Only
Desktop Only
Mobile or App Only
Multiple platforms
Source: Touchpoints 5
3
Trading: where we’re going
Media, planned bought and measured around
audiences
4
Benefits
Agencies
Advertisers
• 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
The Guardian
5
Our old cross-platform planning
capabilities…
+
+
.com
6
… and how we’ve improved them
Audience
cross-over
7
Audiences not platforms
Our automated cross format planning tool.
Fused To:
Powered By:
Winner
Research
and Insight
Award
Winner
Multiscreen
research
award
8
Audiences Not Platforms Case Study
Automotive Brand
Reach
4,548,000
+21%
ANP Optimised
Campaign Formats:
GRPs
34.3
+22%
% 1+ Reach
10.5
+8%
OTS
3.27
+12%
CPT
£16.25
-18%
9
One of many
> 150 campaigns in 2013
Cross platform 2x more
likely to visit store, 3x more
likely visit website
+£40,000
Guardian share of
traffic 3x
+£20,000
Cross Platform 2.4x more
likely to consider, 1.9x
more likely to talk about
+£150,000
10
Moving £25k from ITV to Guardian digital
platforms….
Schedule 1:
Schedule 2:
 £100,000
 4.9 million ABC1 Adults
 £14.12 CPM
 £100,000
 5.7 million ABC1 Adults
 £12.31 CPM
+16%
reach
11
NEW: Audiences Not Platforms V2.0
Enhanced
Channel
Data
ANP
v2.0
Social
Data
Industry
Collaboration
12

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