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.