Besmartaboutsmartphones扁平化圖標矢量卡通人物歐美模板課件

1、Be smart about smartphonesFive principles for engaging the smartphone newsbrand consumer第1頁，共58頁。Mobile matters36m UK adults own a smartphone7.2bn mobile ad spend in 2014, 2.3bn (32%) display2hrs 4mins daily time spent by average UK adult on their smartphone 第2頁，共58頁。The smartphone newsbrand audienc

2、e is hugeand young44% of smartphone newsbrand readers are aged 18-34Newsbrands reach 25 million on smartphones第3頁，共58頁。The smartphone newsbrand audience is hugeand youngNewsbrands reach 85% of total active smartphone audience92% of 18-24 and 91% of 25-34 smartphone users access newsbrands第4頁，共58頁。Be

3、ware creeping assumptionsMobileSnackingAd aversionDisconnected activities第5頁，共58頁。第6頁，共58頁。FixTrackFillIndulgeInvest第7頁，共58頁。Getting under the skin of the smartphone newsbrand reader - a two stage approachPassive smartphone data analysis1004 users of newsbrand websites 238 users of newsbrand apps 16

4、th April to 16th July 2015Interactive daily blogging13 millennials aged 18-34Recruited using Generation News quiz15th to 21st August 2015第8頁，共58頁。HabitAccessibilityBreadth and DiversityContinuous conversationThe smartphone ecosystem第9頁，共58頁。Five principles 1. Choose your moment2. Prime your audience

5、3. Enter their world4. Fuel their conversation5. Play the field第10頁，共58頁。1. Choose your moment第11頁，共58頁。Three key measuresReachBreadthDepth第12頁，共58頁。MorningAfternoonEveningLate night/early morningAverage duration (minutes)Number of visits/peopleChoose your momentSource: YouGov analysis of passive we

6、bsite data, April-July 2015 第13頁，共58頁。Peak reach 9amLonger visits and more exploring at 11amSteady reachLonger engagement at lunchtimeVisits increase from 7pm Shorter visits at dinner time Longer engagement in later eveningGolden momentsSource: YouGov analysis of passive website data, April-July 201

7、5 第14頁，共58頁。Average duration (minutes)Number of visits/visitorsApps follow a similar pattern until eveningSource: YouGov analysis of passive app data, April-July 2015 第15頁，共58頁。Different patterns according to habit typeGrazing第16頁，共58頁。Ruminating/ feastingDifferent patterns according to habit type第1

8、7頁，共58頁。“I usually read the news around 10am, 1.30pm and 9.30pm. Additional times can include a lull in my workload in the afternoon and on the journey home from work.”Rosemarie, 32 Fix第18頁，共58頁?！癆 lot of time, during the day, I will be clicking on and off the app, reading different articles which c

9、ould take half an hour to an hour, and sometimes for only 5 to 10 minutes.”Paige, 19Track第19頁，共58頁?！癓ikely about 45/hourbut this is probably split across 5-6 sessions through the day.”Paul, 34Fill第20頁，共58頁。Dont be greedy about dataSource: YouGov analysis of passive data, April-July 2015 第21頁，共58頁。 2

10、. Prime your audience第22頁，共58頁。Newsbrand readers on smartphone make more visits to other categories than non-readersSource: YouGov analysis of passive website data, April-July 2015 第23頁，共58頁。Newsbrands command attention when in smartphone portfolioSource: YouGov analysis of passive website data, Apr

11、il-July 2015 第24頁，共58頁。Newsbrand app readers also devote significant time to newsbrandsSource: YouGov analysis of passive app data, April-July 2015 第25頁，共58頁。Average duration (mins)Number of visitsSmartphone newsbrand readers love a bargain morning and early evening are the best time to target themM

12、orningAfternoonEveningSource: YouGov analysis of passive website data, April-July 2015 第26頁，共58頁。Average duration (mins)Number of visitsSmartphone newsbrand readers love researching travel target them in the late evening when they are dreaming of their next holidayMorningAfternoonEveningTravel websi

13、tes: number of visitsAverage total duration (mins)Base: Newsbrand visitors on smartphoneSource: YouGov analysis of passive website data, April-July 2015 第27頁，共58頁。第28頁，共58頁?！癈ame out to do shopping, while parked up just reading some news about UK and the world. Also catching up with the latest resul

14、ts of the premier league game. While parked up I have nothing to doinstead of using Facebook, I like to know whats the headlines today.Shahenur, 23第29頁，共58頁。3. Enter their world第30頁，共58頁。A narrated world第31頁，共58頁。To RelaxSmartphone fulfils 2 key need states for millennials第32頁，共58頁。To DistractSmartp

15、hone fulfils 2 key need states for millennials第33頁，共58頁。They welcome clever advertising that exploits digital technology第34頁，共58頁。They notice and enjoy seeing tailored adverts, and click on them regularly“Id like digital marketing to be smarter if there were a way to track someones reading habits an

16、d show them adverts based on this it would be useful. I love fashion so this advert is perfect for my interest. Its related to somewhere I can shop for clothes so would definitely interest me I love clothes shopping!- Sophie, 23第35頁，共58頁。Ads should be streamlined and non-invasive to news content.the

17、 Daily Mail for example is right at the bottom of the screen and is great because it is tailored and non intrusive to the story Im reading- Mark, 33“第36頁，共58頁。Smartphone advertising should be seamlessly integrated, interactive and targeted“I would make it less invasive and more targeted. I know that

18、 internet advertisers can track your browsing activity and target adverts at you, but I feel these are still quite generic. I dont know how, but it would be great to see adverts tailored personally to you Michael, 21“第37頁，共58頁。I would like more personalised and more interactive. I like adverts which

19、 are moving and catch the eye, rather than just a still image Paul, 34“第38頁，共58頁。4. Fuel their conversation第39頁，共58頁。In the knowSomething to share第40頁，共58頁。In the know“I will read the news on my smartphone whilst on the train, this is to read more in-depth stories about business and the local news t

20、o get an informed view of the day ahead- Mark, 33“第41頁，共58頁。In the know“To learn about the days news, important global news that may have happened overnight that I hadnt heard about yet- Rosemarie, 32“第42頁，共58頁。To keep up with current events, form political opinions, engage with the world around me,

21、 and help act in a way that validates my beliefs (e.g. activism)- Sophie W, 22“In the know第43頁，共58頁。“I read the news predominantly to keep updated on current affairs I like to know whats happening in the world in a variety of different areas, such as sport, business, and politics- Lee, 23“In the kno

22、w第44頁，共58頁。Something to shareI read the news with my boyfriend. Hell be looking at the sports news and Ill be asking him questions, or Ill be reading the entertainment news and he will ask me questions. A lot of the time we will read the world news together because we both find it interesting- Paige

23、, 19“第45頁，共58頁。Something to share“I read news in the morning before work so I have something to talk about with colleagues- Shahenur, 23“第46頁，共58頁。Something to share“I look up news articles probably 5 times a week when Im talking to flat mates/boyfriend etc about politics, pop culture/music/arts. We

24、 quite often communally browse the internet at home, then about the news and what we find.- Sophie W, 22 “第47頁，共58頁。Newsbrands on mobile are almost synonymous with social mediaA lot of the time I read the news just after Ive looked at Facebook, mainly because Ive seen an article on there that someon

25、e has posted or a status that someone has put that is of something that has happened around the world or to a celebrity that I want to know more about- Paige, 19 “第48頁，共58頁。Newsbrands on mobile are almost synonymous with social media“I read news so I dont feel isolated and I would feel selfish if I

26、didnt care what was going on around the worldnews is fun, plus learning is beneficial.- Shahenur, 23“第49頁，共58頁。Global social media interactions* from UK newsbrand articles have grown by 92% year on yearSource: Newswhip UK Newsbrands: dailymail.co.uk, , independent.co.uk, telegraph.co.uk, mirror.co.u

27、k, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)*Facebook likes, shares & comments; Twitter, LinkedIn and Pinterest shares across all platforms 第50頁，共58頁。thetimes 418,420 likes 537,000 followers*excluding sub-brands and journalistsstandardnews 445,927 likes 252,000 followers*guardian 4,836,984 likes 4,220,000 followers*DailyMirror 1,808,465 likes 477,000 followers*Independent 3,341,844 likes 1,420,00