The Telegraph iPad V2 – launch partner
iPad News app version 1 – an overview
Launched October 2010
Best of Daily and Sunday Telegraph
75k downloads
44k regular users
Source: internal research, October 2010; This consists of iPad Registration data; and findings of an email survey of opted-in iPad users
Who is using our iPad app?
Results of registration data capture
Mainly men Similar socio-demographics to
typical Telegraph print readers… …but younger (average age 47) 25% buy the paper – but not
everyday
Under 25
25-34
35-44
45-54
55-64
65-74
75 & over
5%
12%
27%
28%
19%
7%2%
AGE
ACORN group (top 5)Shar
e
Wealthy Mature Professionals, Large Houses 7.4%
Villages with Wealthy Commuters 6.0%
Well-Off Managers, Larger Houses 5.6%
Wealthy Working Families with Mortgages 4.4%Well-Off Managers, Detached Houses 4.3%
POSTCODE PROFILE
GENDER
iPad consumers don’t just want the web
Consumers want a highly-curated, finite experience on their tablet devices
Breaking news is not a priority
Not just a website
Real-time news is not important; users will use other platforms for that
There are some ‘newspaper’ essentials requested: crossword etc
Users prefer full page to fractional ads
August 2010 data: IAB.
Results and feedback
Source: 4 focus groups were held across October and November. Majority 35-54, male; A mix of tech savvy and non-tech savvy; all were iPad users
Version 2 Content
• Full paper edition: News, Business, Sport
• Multimedia: video, graphics, interactive galleries
• Puzzles & Cartoons
• One month archive of content
• Subscription model; Price TBC
• Feb launch
Sponsorship Details
Inventory
• Full page creative served on the 3rd page viewed, and each subsequent 7th page.
• Max of 3 advertisers, with even rotation of creative
Reporting
• Creative is served and reported on through Telegraph ad server (Dart for Publisher)
• Metrics reported are as a brand would receive from a 3rd party ad server. These include Ad imp's served, unique users, frequency, ad interactions, time of day etc.
TMG Marketing Support
• Marketing campaign to drive subscription
User Sessions & Ad Exposures
• On average 7.6 visits per user per month
• 3 Ad exposures per session
• On average 22.8 ad exposures per user per month
• 456k total ad exposures over launch period for Q1
Investment
3 month package:
• Based on an estimated 152,000 ad exposures*
• 12 month package:
• Estimated 608,000 ad exposures across the year*
• *TMG will guarantee the forecasted ad exposures. This will be underwritten with equivalent inventory across our digital portfolio. For example, if we under deliver by 5% over 12 months, the equivalent value of £5,000 of value would be owed.