0915 tablet chris needham

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Chris Needham VP / Digital Marketing Fidelity Communications & Advertising Brand & Advertising

Transcript of 0915 tablet chris needham

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Chris NeedhamVP / Digital MarketingFidelity Communications & Advertising

Brand & Advertising

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iOS Android

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The Great Recession 2007-2009

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The Power of GuidanceThe biggest driver of purchase consideration

Source: PI Loyalty Study

‘01 ‘10‘08 ‘09

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Financial guide& navigator

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Old Way

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New Way

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Out of home

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Contests

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Social

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Mobile

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Efficiency

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Direct metrics

Account conversion ratios

New money conversion ratios

Trade conversion ratios

New household conversion ratios

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Web (and mobile) Efficiencies

Massive Scale

Standardization

Advanced Targeting

Sophisticated Tagging

Real-time Optimization

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Source: Time Inc iPad Owners Panel Survey, March 2011

Back to the iPad

Device of Choice

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Source: Time Inc iPad Owners Panel Survey, March 2011

iPad Usage

Most is personal and at home

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Source: Time Inc iPad Owners Panel Survey, March 2011

iPad Usage

Entertainment and multi-tasking

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2010 iPad Goals

• Advertise out of category

• PR

• Tell bigger stories

• Take advantage of the platform

• Leap & learn

?

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May 2010

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June, 2010

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Summer LearningsGood

• First to market = Good PR

• Solid B+ effort for interactivity, media, and storytelling

• Strong message

• Good internal PR

Challenge

• No visibility into app design

• No links out

• Specs kept changing

• No real-time measurement

• Long development cycle

• 2 ads = 2 production houses

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Big Effort Learnings

Challenge

• Daily viewing = real wear out

• App-like complexity in terms of development

• Production house relationship 3

Good

• Really great PR

• Increasing engagement rates

• First backend metrics

• Kinesthetic branding

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2011 Tablet Goals

• Integrate into campaigns

• Address scale/wear out

• Focus spend on category

• Expand video story telling

• Explore non-app tablet ads

• Drive revenue

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Yahoo! Finance Tap-to-Video Ad

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2011 Tablet Advertising to Date

Good

• High engagement = NPS up

• Affordance learning

• Deep production house relationships

• Impact on Web design

Challenges

• Efficiency

• Exclusivity vs. wear out

• Creative isn’t platform unique

• Reporting & measurement

• Spec proliferation

• Trafficking/QA timeframes

• Opportunistic feel to the buy

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