Chris NeedhamVP / Digital MarketingFidelity Communications & Advertising

Brand & Advertising

iOS Android

http://fidelityfca.com/brand/docs/iPadMaze_02c.html

The Great Recession 2007-2009

The Power of GuidanceThe biggest driver of purchase consideration

Source: PI Loyalty Study

‘01 ‘10‘08 ‘09

Financial guide& navigator

Old Way

New Way

Out of home

Interactivity

Digital video everywhere

Beyond the banner

Contests

Social

Mobile

Efficiency

Direct metrics

Account conversion ratios

New money conversion ratios

Trade conversion ratios

New household conversion ratios

Web (and mobile) Efficiencies

Massive Scale

Standardization

Advanced Targeting

Sophisticated Tagging

Real-time Optimization

Source: Time Inc iPad Owners Panel Survey, March 2011

Back to the iPad

Device of Choice

Source: Time Inc iPad Owners Panel Survey, March 2011

iPad Usage

Most is personal and at home

Source: Time Inc iPad Owners Panel Survey, March 2011

iPad Usage

Entertainment and multi-tasking

2010 iPad Goals

• Advertise out of category

• PR

• Tell bigger stories

• Take advantage of the platform

• Leap & learn

?

May 2010

June, 2010

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

September 2010

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

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

Yahoo! Finance Tap-to-Video Ad

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