SIMON CARRINGTON TAKING MOBILE APP PERFORMANCE FROM STATIC TO SIZZLING
TOPGEAR FIPP 2015
TOPGEAR MAGAZINE
PRINT EDITION DIGITAL EDITION INTERACTIVE EDITION MAGAZINE EXTRA
The world's first fully Various PDF Replica editions Launched December 2012. Autumn 2015 interactive motoring magazine. 2x DMA Magazine of the Year FIPP Innovation 2012 Winner TOPGEAR FIPP 2015
TOP GEAR’S MULTI- AWARD WINNING INTERACTIVE EDITION
1. Successful ad model 2. 255% increase in paid downloads 3. 12% of total UK circulation
4. International editions TOPGEAR FIPP 2015
TECH SAVVY TOP GEAR AUDIENCE
74% 48% 70% 38%
of audience own of audience have downloaded have paid to smartphones own tablets a free app download apps TOPGEAR FIPP 2015
PAID DOWNLOADS 25k
20k
Paid Downloads 15k Acquisitions
Renewal
10k Single Issue
5k
0 TOPGEAR FIPP 2015
FREE DOWNLOAD VERSUS PURCHASE 30k
25k
20k
Shell Downloads 15k Acquisitions
10k
5k
0 TOPGEAR FIPP 2015
MOBILE USEAGE
Just 10% of page downloads on Top Gear’s interactive edition are come via mobile “MOBILE IS UK DIGITAL AD SPEND UNQUESTIONABLY 1. Total spend grew 13% in the first half of 2015 with mobile specific spend accounting for 80% of this rise. THE ENGINE OF 2. Total spend on mobile now accounts for £1.08 billion, with DIGITAL GROWTH” tablet specific spend at £68 million. 3. Native advertising growing 50% to £325 million — IAB/PWC UK ADSPEND STUDY 2015 TOPGEAR FIPP 2015
TOP GEAR PUBLISHING IS 24/7
TOPGEAR FIPP 2015
INTRODUCING TOP GEAR MAGAZINE EXTRA
OBJECTIVES 1. Break the monthly publishing cycle 2. Increase User Engagement
3. A dynamic mobile product 4. New commercial and revenue opportunities
5. Explore production efficiencies 6. Explore new content types 7. Harness customer feedback and test new ideas
TOPGEAR FIPP 2015
INSTANT ACCESS TO CONTENT IMMEDIATELY DELIVERS A GREATER USER EXPERIENCE TOPGEAR FIPP 2015
A NEW WAY OF NEW ADVERTISING LIVE NEWS FEED PRESENTING CONTENT OPPORTUNITIES TOPGEAR FIPP 2015
A NEW WAY OF PRODUCING CONTENT
TOPGEAR FIPP 2015
RESULTS SO FAR…..
67% 56% 44% 65%
Visiting News Feed Visiting Weekly Visiting Daily Mobile
TOPGEAR FIPP 2015
RESULTS VERSUS OBJECTIVES
1. Break the monthly publishing cycle 2. Increase User Engagement 3. A dynamic mobile product 4. New commercial and revenue opportunities 5. Explore production efficiencies 6. Explore new content types 7. Harness customer feedback and test new ideas TOPGEAR FIPP 2015
WHAT’S NEXT?
1. Consumer launch 2. Turn on Metering 3. Develop ad opportunities 4. Video – editorial & advertising THANK YOU
© 2015 Immediate Media Co.