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Brains and Breakfast Guy Phillipson, CEO IAB UK

Guy Phillipson- Three device lives: tablets in context

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Breakfast & Brains September 2012

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Brains and Breakfast Guy Phillipson, CEO IAB UK

Three device lives: tablets in context

Objectives

To understand the ways in which people consume content across mobile, tablet and PC devices

Core Objective:

Through exploration of:

Differences in consumption between

devices

Appreciation of device optimised content on

each device

Interaction with advertising across the

three devices

… and crucially what this means for advertisers

The smartphone is used with the highest frequency

Which device did you use to access the internet or use an app?

PC+Smartphone Users

Tablet+PC+Smartphone Users

17% 21% 19% 79% 63%

Base: PC+Smartphone Users 413 / Tablet+PC+Smartphone Users 256

Each device has it’s moment during the day- the tablet particularly during the evening

0%

5%

10%

15%

20%

25%

30%

35%

Night Time 1-3am

Early Morning 4-6am

Morning 7-9am

Late morning 10am-12am

Early Afternoon 1pm-3pm

Afternoon 4-6pm

Early Evening 7-9pm

Late Evening 10-12pm

% o

f Int

erac

tions

Day in the Life of Device Usage - Weekday

Desktop Mobile Tablet

Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544

0%

5%

10%

15%

20%

25%

30%

Night Time 1-3am

Afternoon 4-6pm

Morning 7-9am Late morning 10am-12am

Early Afternoon 1pm-3pm

Early Evening 7-9pm

Late Evening 10-12pm

% o

f Int

erac

tions

Day in the Life of Device Usage - Tablets

Weekday Weekend

Tablet usage peaks during non working hours

Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544 / Tablet PC 185

Tablets are a multi-tasking device

51% Tablet usage with

TV 35%

Mobile usage with TV

33% Desktop

usage with TV

Source: IAB Three Device Lives: Tablets in context

Tablets are an entertainment device

Tablet, 49%

Mobile, 22%

PC, 29%

Which of your devices best allows you to be entertained?

Source: IAB Three Device Lives: Tablets in context

Tablet owners shop a lot

72%

purchase weekly

2:56 2:12

Source: IAB Mojo Study

Smartphones are changing the way we shop

E1b. When you have been out shopping have you ever used your mobile / smartphone to look for more information on products you were thinking of buying?

38% of respondents use their smartphone in store

Top 100 advertiser mobile websites

63% 37% Vs.

Non - Optimised Optimised

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

The average minutes per visitor increased by 2 minutes on optimised sites

3

5

0

1

2

3

4

5

6

Non - optimised Optimised

Aver

age

Min

utes

per

Vis

itor

Definition: Average Minutes per Visitor The average number of minutes spent on the website during the month, per visitor.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

There are 33% more average pages per visitor on optimised sites

12

19

0 2 4 6 8

10 12 14 16 18 20

Non - optimised Optimised

Aver

age

Pag

es p

er V

isito

r

Definition: Average Pages per Visitor The average number of pages viewed during a month by persons visiting the website.

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Tablet Ad Formats Study

Methodology

•  Quantitative •  Ipsos ran a survey of 1,000

respondents completed on their tablet

•  9 ad formats embedded in a mock newspaper page from Celtra platform

•  Qualitative •  4 day blogging exercise with 8

tablet owners •  Respondents asked interact with a

range of static, animated and interactive ads on their tablets from publications including Wired, Vogue and Vanity Fair

Source: IAB Tablet Ad Format Study July 2012

The 9 formats

Static Dynamic Interactive

MPU

Leaderboard

Full Page

Source: IAB Tablet Ad Format Study July 2012

http://www.youtube.com/watch?v=IATv7_8nOQk

Interactive Example

39% Neutral

45% Agree

There is an expectation for advertisers to be on tablets

“I expect my favourite brands to be advertising

on tablet computers”

Source: IAB Tablet Ad Format Study July 2012

The more dynamic & interactive the tablet ad, the better they perform

Interactive 48% Animated 42%

Static 20%

Engaging

Interactive 40% Animated 33%

Static 21%

Memorable

Interactive 44% Animated 39%

Static 13%

Innovative

Interactive 19% Animated 21%

Static 32%

Boring

Interactive 32% Animated 36%

Static 56%

Ordinary

Source: IAB Tablet Ad Format Study July 2012

Different formats have different strengths

A Full Page Interactive I

B MPU Interactive

C Full Page Interactive II

D Leaderboard Interactive

E MPU Dynamic

F Leaderboard Dynamic

G Full Page Static

H MPU Static

I Leaderboard Static

Size of bubble represents % who recall seeing ad

A

C

B

D E

F

G

H

I BORING/ ORDINARY

ENGAGING / FUN

UNIQUE / MEMORABLE

ANNOYING / IRRITATING

Full page

MPU

Leaderboard

Source: IAB Tablet Ad Format Study July 2012

iabuk.net/contact

Summary

• Consumers already expect to see tablet ads and like ad funded models

•  Interactive formats create a connection- consumers like to ‘get their hands dirty’ with tablets

• Although consumers expect more from tablet ads, the old rules of advertising still apply. Context is king.