Be smart about smartphones扁平化图标矢量卡通人物欧美模板.pptx

Be smart about smartphones;Mobile matters;The smartphone newsbrand audience is huge…and young;The smartphone newsbrand audience is huge…and young;Beware creeping assumptions;Fix;Getting under the skin of the smartphone newsbrand reader - a two stage approach;;Five principles ;1. Choose your moment;Three key measures;;Peak reach 9am Longer visits and more exploring at 11am;Average duration (minutes);Different patterns according to habit type;Ruminating/ feasting;;;;Don’t be greedy about data; 2. Prime your audience;Newsbrand readers on smartphone make more visits to other categories than non-readers;Newsbrands command attention when in smartphone portfolio;Newsbrand app readers also devote significant time to newsbrands;;;;3. Enter their world;A narrated world;To Relax;To Distract;They welcome clever advertising that exploits digital technology;They notice and enjoy seeing tailored adverts, and click on them regularly;Ads should be streamlined and non-invasive to news content;Smartphone advertising should be seamlessly integrated, interactive and targeted;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;In the know;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 ;;Something to share;Something to share;Something to share;Newsbrands on mobile are almost synonymous with social media;Newsbrands on mobile are almost synonymous with social media;Global social media interactions* from UK newsbrand articles have grown by 92% year on year;@thetimes;A Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours … ;5. Play the field;It’s not just about smartphones;Different platforms, different days;Different platforms, different need states;Different p