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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Be smart about smartphones,Five,principles for engaging the,smartphone newsbrand consumer,Mobile matters,36m,UK adults own a smartphone,7.2bn,mobile ad spend in 2014,2.3bn(32%)display,2hrs 4mins,daily time spent by average UK adult on their smartphone,The smartphone newsbrand audience is hugeand young,44%,of smartphone newsbrand readers are aged,18-34,Newsbrands reach,25 million,on smartphones,The smartphone newsbrand audience is hugeand young,Newsbrands reach,85%,of total,active smartphone audience,92%,of,18-24,and,91,%,of,25-34,smartphone users access newsbrands,Beware creeping assumptions,Mobile,Snacking,Ad aversion,Disconnected activities,Fix,Track,Fill,Indulge,Invest,Getting under the skin of the smartphone newsbrand reader-a two stage approach,Passive smartphone data analysis,1004,users of newsbrand websites,238,users of,newsbrand,apps,16th,April,to 16th July 2015,Interactive daily blogging,13,millennials aged 18-34,Recruited using Generation News quiz,15th to 21st August 2015,Habit,Accessibility,Breadth and,Diversity,Continuous conversation,The smartphone ecosystem,Five principles,1.Choose,your,moment,2.Prime,your,audience,3.Enter,their,world,4.Fuel,their,conversation,5.Play,the,field,1.Choose,your,moment,Three key measures,Reach,Breadth,Depth,Morning,Afternoon,Evening,Late night/early morning,Average duration(minutes),Number of visits/people,Choose your moment,Source:YouGov analysis of passive website data,April-July 2015,Peak reach 9am,Longer visits and more exploring at 11am,Steady reach,Longer engagement at lunchtime,Visits increase from 7pm Shorter visits at dinner time,L,onger engagement in later evening,Golden moments,Source:YouGov analysis of passive website data,April-July 2015,Average duration(minutes),Number of visits/visitors,Apps follow a similar pattern until evening,Source:YouGov analysis of passive app data,April-July 2015,Different patterns according to habit type,Grazing,Ruminating/feasting,Different patterns according to habit type,“,“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,“,“A,lot of time,during the day,I will be clicking on and off the app,reading different articles which could take half an hour to an hour,and sometimes for only 5 to 10 minutes,.”,Paige,19,Track,“,“Likely about 45/hourbut,this,is probably split across,5,-6 sessions through the day.”,Paul,34,Fill,Dont be greedy about data,Source:YouGov analysis of passive data,April-July 2015,2.Prime your audience,Newsbrand readers on smartphone make more visits to other categories than non-readers,Source:YouGov analysis of passive website data,April-July 2015,Newsbrands command attention when in smartphone portfolio,Non-readers spend 80%more time on games sites,Source:YouGov analysis of passive website data,April-July 2015,Newsbrand app readers also devote significant time to newsbrands,Source:YouGov analysis of passive app data,April-July 2015,Base:Newsbrand visitors on smartphone,Average duration,(mins),Number of visits,Smartphone newsbrand readers love a bargain morning,and,early evening are the best time to target them,Morning,Afternoon,Evening,Source:YouGov analysis of passive website data,April-July 2015,Average duration,(mins),Number of visits,Smartphone newsbrand readers love,researching travel,target,them in the late evening,when they,are dreaming of their next holiday,Morning,Afternoon,Evening,Travel websites:number of visits,Average total duration(mins),Base:Newsbrand visitors on smartphone,Source:YouGov analysis of passive website data,April-July 2015,“,“Came out to do shopping,while parked up just reading some news about UK and the world.Also catching up with the latest results 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,23,3.Enter their world,A narrated world,To Relax,Smartphone fulfils 2 key need states for millennials,To Distract,Smartphone fulfils 2 key need states for millennials,They welcome clever advertising that exploits digital technology,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,and,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,Ads should be streamlined and,non,-invasive to news content,.the,Daily,M,ail,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,“,Smartphone advertising should be seamlessly integrated,interactive and targeted,“,I would make it less invasive and more targeted.I know that 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,“,I would like more personalised and more interactive.I like adverts which are moving and catch the eye,rather than just a still image,Paul,34,“,“,4.Fuel their conversation,In the,know,Something,to,s,hare,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 to get an informed view of the day ahead,-,Mark,33,“,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,“,To keep up with current events,form political opinions,engage with the world around me,and help act in a way that validates,my,beliefs(e.g.,activism),-,Sophie W,22,“,“,In the know,“,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 know,Something to share,I 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,19,“,“,Something to share,“,I read news in the morning before work so I have something to talk about with,colleagues,-Shahenur,23,“,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 quite often communally browse the internet at home,then about the news and what we find.,-Sophie W,22,“,“,Newsbrands on mobile are almost,synonymous,with social media,A lot of the time I read the news just after Ive looked at Facebook,mainly because Ive seen an article on there,that,someone 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,“,“,Newsbrands on mobile are almost,synonymous,with social media,“,I read news so I dont feel isolated,and,I would feel selfish if I didnt,care,what was going on around the worldnews is fun,plus learning,is,beneficial.,-Shahenur,23,“,Global social media interactions*from UK newsbrand articles have grown by 92%year on year,Source:Newswhip,UK Newsbrands:dailymail.co.uk,independent.co.uk,telegraph.co.uk,mirror.co.uk,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 Twitter,LinkedIn and Pinterest shares,across all platforms,thetimes,418,420 likes,537,000 followers*,*excluding sub-brands and journalists,standardnews,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,1,420,000 followers*,MailOnline,2,918,735 likes,1,160,000 followers*,Telegraph,2,586,649 likes,1,220,000 followers*,TheSunNewspaper,1,882,520 likes,853,000 followers*,1,093,849,likes,209,000,followers*,MetroUK,A Twitter account,Camerons Pig,was created within minutes and gained over 15,000 followers within 24 hours,5.Play the field,Its not just about smartphones,43%of smartphone newsbrand readers also read print newspapers,37%,of smartphone newsbrand readers,also,read,print newspapers,+,Adults,43%,18-34,37%,=,Different platforms,different days,Adults,53%,Adults,57%,Builds,57,%,18-34,of weekday smartphone newsbrand readers read a weekend newspaper,18-34,53%,Different platforms,different need states,Different platforms,different need states,Five principles,1.Choose,your,moment,2.Prime,your,audience,3.Enter,their,world,4.Fuel,their,conversation,5.Play,the,field,