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1 guardianmedia audiences not platforms 1 1 Audiences Not Platforms A Touchpoints Channel Planner case study.

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Presentation on theme: "1 guardianmedia audiences not platforms 1 1 Audiences Not Platforms A Touchpoints Channel Planner case study."— Presentation transcript:

1 1 guardianmedia audiences not platforms 1 1 Audiences Not Platforms A Touchpoints Channel Planner case study

2 2 Newsbrands Embracing a cross platform future The Guardian in Print The Guardian’s desktop site Guardian mobile iPad Edition iPhone App Android App Guardian Weekly Blackberry 10 App Windows App Guardian Eyewitness for iPad Guardian on Flipboard Guardian on Google Currents Guardian Witness The Guardian Kindle Edition

3 3 Delivering cross-platform audience at scale Source: Touchpoints 5 Guardian monthly audience platform usage by platform

4 4 Media, planned bought and measured around audiences Trading: where we’re going

5 5 Benefits 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 Advertisers Agencies The Guardian

6 6 Our old cross-platform planning capabilities….com + +

7 7 … and how we’ve improved them Audience cross-over

8 8 Audiences not platforms Our automated cross format planning tool. Winner Research and Insight Award Winner Multiscreen research award Powered By: Fused To:

9 9 Audiences Not Platforms Case Study Automotive Brand Reach GRPs CPT % 1+ Reach OTS ANP Optimised Campaign Formats: 4,548, £ % +22% +8% +12% -18%

10 10 One of many > 150 campaigns in £40,000+£20,000+£150,000 Cross platform 2x more likely to visit store, 3x more likely visit website Guardian share of traffic 3x Cross Platform 2.4x more likely to consider, 1.9x more likely to talk about

11 11 Moving £25k from ITV to Guardian digital platforms…. Schedule 1:  £100,000  4.9 million ABC1 Adults  £14.12 CPM Schedule 2:  £100,000  5.7 million ABC1 Adults  £12.31 CPM +16% reach

12 12 NEW: Audiences Not Platforms V2.0 ANP v2.0 Enhanced Channel Data Social Data Industry Collaboration


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