Newsworks announces new Tablet Project for agencies

The marketing body for the national newspaper industry has announced the launch of the Tablet Project as it seeks to improve tablet metrics and offer standard formats for advertisers.

Three years after the launch of the iPad, Newsworks is now working to help media agencies and clients with the project, which is set to create a series of case studies – from client specific to sector level – showcasing tablet characteristics.

The outputs will include average click-through rates, time spent, engagement metrics such as video plays and app interactions, and response statistics.

The results are expected to help define the key benchmarks for newsbrand tablet ads, as well as create first-stage industry norms.

The project will cover five key sectors – retail, finance, motors, tech & telecoms and FMCG.

Media agencies can apply to take part in the project on behalf of their clients, who will run interactive tablet campaigns during October and November 2013. Publishers will provide matched advertising space and creative assistance where required.

“Instinctively and anecdotally we all believe that tablet advertising delivers greater engagement and interaction with consumers, but what has been missing are the stats to prove this,” said Vanessa Clifford, client services and strategy director at Newsworks, who is leading the project.

“The Tablet Project will change this, not only giving us proof of both engagement and interactions but allowing us to deliver sector norms.”