Branded Content on 3 devices

Presentation name

Branded content on 3 devicesCarolien de Rooi – Marketing Partnerships

why

Influence of mobile is increasing rapidly.

NU.nl’s 1 billion pageviews per month, 75% comes from mobile.

‘When and based on what

should brands choose branded content on tablet, smartphone or laptop/pc?’

What is the influence of the user moment?

What is the device influence?

HYPOTHESIS 1:

A visit to NU.nl is longest on tablet around the afternoon

HYPOTHESIS 2:

During a visit to Nu.nl on mobile in the morning, people are in a hurry.

HYPOTHESIS 3:

NU.nl’s articles are mostly shared with other via tablets

HYPOTHESIS 4:

Most nu.nl visitors check the entire homepage

ACHTERGROND

23%

13%

64%

Devices (visiting/reaching) NU.nl

Pageviews per day

TABLET SMARTPHONE Desktop -

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Unique/Active users NU.nl

TABLET SMARTPHONE Desktop -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

Pageviews NU.nl

Devices (visiting/reaching) NU.nl

Device & moment

ACHTERGRONDBackground

EXPLANATION

20-34 years (44%)

58%

42%

75%

25%

67%

33%

65% 35% 65% 35% 69% 31%

Sociodemo user groups NU.nl

EXPLANATION

Work (21%)

Home (64%)

On road (11%)

Elsewhere (1%)

7 min 6 min 7 min

7

7 min 9 min 8 min

8

6 min 5 min 6 min 6

7 7 7

Length and location NU.nl

EXPLINATION

Hurry (4%)

Bored (12%)

Enthusiastic (6%)

Relaxed (57%)

Mostly relaxted

Emotions while visiting NU.nl

CHECKS ENTIRE HOMEPAGE (ALWAYS & USUAL) CLICKS THROUGH (ALWAYS & USUAL )

LOOKING FOR INFORMATION (ALWAYS & USUAL) LOOKING AT FOTO’S & SLIDESHOWS (ALWAYS & USUAL)

16

AVERAGE: 63%

-

+ + +

+ -

AVERAGE: 56%

+ +

+ + +

-

AVERAGE: 12%

- +

+ + +

- -

AVERAGE: 23%

- +

+ + +

+ -

Activity on NU.nl

EXPLANATION

• HIGH VISITORS FREQUENCY

• FAST MAJORITY VISITS NU.NL ONCE A PER DAY PART

• NU.NL IS MOSTLY VISITED IN THE MORNINGS VIA MOBILE

• LOW TIME, PER LAPTOP/PC IN THE EVENING

AVERAGE MULTIPLE TIMES PER DAY: 23%

20% 17% 14%

16% 29% 21%

37% 19% 16%

Device visitors NU.nl

AVERAGE: 44%

-

READS ARTICLE WITH A LOT OF ATTENTION

SHARES ARTICLES WITH OTHERS (ALWAYS & USUAL) READS ENTIRE ARTICLE (TOP3)

AVERAGE: 10%

+ +

+ -

AVERAGE: 22%

+ +

+ - +

AVERAGE: 6%

+ +

-

ACTIVITEITEN NU.NLActiviteit op nu.nl

WATCHES VIDEOS (ALWAYS & USUAL)

• NO DIFFERENCE IN BRAND RECOGNITION PER DEVICE OR PART OF DAY.

• DIFFERENCE IN BRAND RECOGNITION BY PLACEMENT OF THE BRAND WITHIN THE BRANDED CONTENT MESSAGE

• NO DIFFERENCE IN BRAND RECOGNITION PER DEVICE OR PART OF DAY

AVERAGE RECOGNITION BRANDED CONTENT: 74%

78% 71% 72% 74%

74% 75% 71% 73%

75% 76% 74% 75%

75% 74% 72%

HERKENNING BRANDED CONTENTRecognition Branded Content

OVERALL

Commercieel

Gemaakt om mij te beinvloeden

Gemaakt om mij producten te verkopen

56%

57%

55%

52%

46%

48%

54%

53%

49%

PC/LaptopTabletMobiel

Appreciation Branded Content

Made to sell me

products

Made to influence me

Commercial content

Morning:• ‘News value’ is essential for branded

content, especially on mobile and tablet. • Branded content scores highest on

commerical

WAARDERING BRANDED CONTENTAppreciation Branded Content

Afternoon:Branded content is deemed most positive (nice, interesting, this is page is made to entertain me)


Evening:Branded content most relevant


Via PC/Laptop:Tips & advise are valued most


Via tablet:• Branded Content is most personal • Triggers most to seeking more

information


Via smartphone:Branded Content is deemed ‘too long’ especially in the evening


recommendations

• Relevance, informative & actuality

• Newsvalue

• Clear and crisp overview as format

• Never too commercial

• To optimize brand recognition, it is advisable to state the advertiser or

product name in the first alinea.

Recommendations - general

• Give tips and advise

• Possibility to give more information, because of intensive reading

• Header should trigger, because of lower visitors frequency

Recommendations

• Short and sweet

• To the point: “what’s in it for me”

• News value relatively important

Recommendations

Recommendations

• Offer extensive and rich content (e.g. video, games)

• Offer interaction

• Make the message personal & relevant

THANK YOU

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mailto:[email protected]

Technology

Branded Content on 3 devices