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Case Study

bbcnews

What is the role of tablets in people’s lives and in their changing interactions with the news?

Case Study: BBC: Next-Gen Tablet News

Areas of Focus

  • Understanding the role of tablets in people’s lives
  • and in their changing interactions with the news
  • Content and advertising opportunities for BBC and Starcom MediaVest Group

Methodology

  • In-depth phone interviews
  • Quantitative survey with 1,100 U.S. adults ages 18-54 (88% of whom were current tablet owners)
  • Filmed in-person interviews with participants and a week-long “deprivation” and “immersion” (e.g., current tablets owners were asked to stop using these devices while people who don’t yet own tablets were asked to engage heavily with them)

Outcomes

  • The emerging tablet psychology (e.g., role in users’ lives generally, impact on relationships with information and advertising, advantages of the platform, etc.)
  • New expectations, behaviors, and desired future interactions with tablet news content (e.g., format preferences, tactical execution insights, etc.)
  • Essential best practices and opportunities in tablet advertising (e.g., enhancing engagement, optimizing formats, integration within news environments, etc.)
  • Content/execution, marketing, and business development strategies; findings were presented at ad:tech 2011 and other industry events
  • Select press placements and conference appearances: ad:tech New York Conference, MediaPost, ReadWriteWeb, Mashable, CBC, Smartbrief