iMedia October Breakthrough Summit - Launch Pad Day: "Everything We Know is Wrong! Starting...

The State of Tablet Metrics

Everything We Know is Wrong

So What’s Wrong?

• Tablet media will provide unprecedented levels of engagement

• But major media publishers apply print media metrics

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So What’s Wrong?

• Clickthroughs are dead– Fulfillment must be done

within app to maximize user experience

• Readers per copy is dead

Here Lies

CTR and RPC

Well What DO we Know?

• People are relaxed: 20% of iPad usage occurs in bed*

*NPD survey data

Well What DO we Know?

• Engagement: more time spent with tablet apps than smartphone apps*

*Ipsos/Mendelsohn 2010 Affluent survey

Well What DO we Know?

• Early adopter factor brings a young male skew1

• Will likely even out over time– Interest seen by

older affluent crowd2

1 Nielsen Connected Devices Report 2Ipsos/Mendelsohn 2010 Affluent survey

Planning Metrics

• Largely vendor supplied– Total installs– Time spent

• Easy to blame Apple– Publishers hiding behind

Apple issues

Planning Metrics

• Harder to come by:– Avg. monthly users

(audience)– Audience demographics

Pricing

• Pricing: Flat fee or CPM– CPMs high• FT app brought in

$1.5MM+ in less than 6 months

– Flat fee pricing problematic with little post analysis or verification available

Party Like it’s 1999?

• 3rd party serving only for basic units

• Like early web, benchmarks are lacking

Post Campaign Reporting

• Publisher supplied metrics– Impressions– Engagement rates– Rich media actions

What Else Can we Get?

• Video metrics applicable for in-app ads– Started– Time spent with each

brand experience– % completed

The Quandary

• The tablet is more than a new media vehicle

• It is a new platform/media environment– In addition to the

platform, individual vehicles must be evaluated for their significant differences

Getting the Mindset

• Recognize that tablet facilitates/replicates more than one medium, all of which need separate metrics – Print– Video

The Next Steps

• Tracking across apps, browsers, platforms

• Increased use of location• Front-facing cameras• More advanced web

apps - HTML 5• Improved experience in

web visitation and return to app

Basic Wish List• Some immediately

applicable areas:– Serving across platforms– Time spent with app/ad– Pages viewed (% and

completion)– Engagement + Interactivity

• Apply existing video metrics:– Started– Time spent– Completed