MEDIA PACK 2015
A multi-platform digital lifestyle brand aimed at constantly connected ABC1 female millenials T he Debrief delivers a distinct mix of tailored content that mirrors the behaviour of the constantly connected ABC1 20 something female, providing relevant content at the right time and through the right channels. The Debrief puts a modern take on traditional content pillars. Emotion and humour is added to fashion and beauty editorial; news is aggregated to give an opinion on a broad cast of characters; funny and frank sex content gives honest insight and advice, plus the best recommendations around going out (clubs, bars and restaurants) and staying in (food, interiors, books, TV and film). The brand offers a unique and innovative commercial offering through integrated partnerships, helping our customers to speak to our audience by delivering content in a credible and authentic way. We also use real-time data and insight to constantly evolve both the editorial and commercial offerings. INTRODUCTION This is a digital-first launch for Bauer Media and a major milestone in our digital journey; it demonstrates our acute understanding of audiences and commitment to serve them wherever they are.
AUDIENCE The Debrief serves a discerning, urban audience of creative, hyper-connected female millennials. The Debrief girl is smart, savvy, switched on and ambitious and sharing her life on line is part of her daily ritual. She s adventurous, lives life to the max and, ruled by a fear of missing out, she looks to The Debrief to give her something to say, do, laugh about, buy and share. Audience profile 24 Average Age 67% 18-34 61% Working full time (12% points higher than the national average) 25k Average Income ( 7k higher than national average) 84% ABC1 49% AB Connected & Engaged 86% Connect to The Debrief across all platforms 76% Share content they read on The Debrief 49% Share content face to-face Sociable & Adventurous 80% Don t like to miss out on social activities 84% Always looking for new experiences 60% Live life to the max
TRAFFIC 924,750 VISITS PAGE VIEWS 2,106,605 609,195 The Debrief has shown consistent month on month traffic growth since launch. Engagement and organic traffic also showing continued growth. UNIQUE USERS Data from April 2015. Source: Google Analytics
NEWS STYLE SEX THINGS TO DO POLITICS OPINION REAL LIFE CELEBRITY NEWS From celebrity to politics, the News channel aggregates the latest events as well as sets the agenda via original pieces. Personalising world news and driving thought provoking conversations, our team produces content through the eyes of a 20 something girl. With our New York based US editor we deliver overnight content as its happens creating a 24/7 online experience.
NEWS STYLE SEX THINGS TO DO FASHION HAIR & BEAUTY The Style channel reflects an innovative approach to fashion & beauty amongst 20 something females. The unique tone & approach add a layer of humour & emotion and offer a real representation of her life STYLE The content represents her mix of vintage and high street as well as designer, reflecting how she really shops. We project realism with first person accounts which genuinely reflect the audience.
NEWS STYLE SEX THINGS TO DO SEX TIPS SEX STORIES RELATIONSHIPS SEX The Sex channel delivers content around sex and relationships in a funny & frank way, offering nonpatronising advice & insight. We deliver first person confessional pieces on a range of topics from Straight girl on straight girl sex to The perils of online hook ups.
NEWS STYLE SEX THINGS TO DO FOOD & DRINK TV & FILM HOME MUSIC LONDON BOOKS TRAVEL The Things to Do Channel is all about maximising her every experience. We know that what she s doing whether that involves going out or staying in is vital to her and fuels her conversation. Our audience define themselves as much by what they re doing as what they re buying. THINGS TO DO This channel gives timely recommendations and expert advice on going out - clubs, bars, restaurants and staying in - food, interiors, books, TV & films.
CONTENT STRATEGY Delivering 122 pieces of content every week Smartphone Tablet Desktop/laptop 50% 37% Daily platform usage breakdown 62% 57% 57% 47% 42% 33% 37% 51% 40% From launch, our editorial strategy has always centred on delivering smart and relevant content, at the right time, through the right channels with a unique tone of voice We know that the tone & relatability is crucial and the fact The Debrief is written for these girls by these girls (no one older than 26 in the team!) has cut through..19% 7% 1% 7% 18% 9% 15% 18% 9% 19% We deliver content our girl can t find anywhere else on the web and we deliver it around her routine, habits and needs. Before getting out of bed in the morning Whilst travelling to work At work At lunchtime At work In the evening In bed at night *Info taken from on-site survey Sept 2014, 526 responses
v2.0 SOCIAL To attract and attain our audience s attention, we know we have to be where she is already spending time, we can t expect her to come to us! We also know that we have to be ahead socially because she is. We are constantly looking to broaden our social mix. Our Snapchat partnership with Henry Holland saw our users receive exclusive Snapchats backstage from the Henry Holland London Fashion Week show and we ve attracted over 100K followers through our partnership with Viber. We also use Vine as a key format for our beauty content. Realtime analytics are crucial in shaping content & social strategy. Our deliberate commissioning and seeding of social content is paired with bestin-class strategy of keyword commissioning.
THE OPPORTUNITY We feel communicating commercial messages through native advertising is the best way to engage with our girl. With our acute understanding of what our audience want we ve built a branded content model that offers advertisers a bespoke and authentic way of telling their story. So far we ve collaborated with likeminded and potent brands such as H&M, Bacardi, Rimmel & Levi s, working with them to create quality and relevant content. We know our audience are engaging with the native content (64% said they were interested in reading ad funded content as long as it was relevant and engaging) and that it s an effective means of cutting through. 64% of our readers said they were interested in reading ad-funded content if it s relevant & engaging
This is a well-researched and developed product that the judges described as highly innovative. The Debrief didn t just spot a gap in the market, according to one judge, they created it and then cornered it AWARDS AND ACCOLADES BMA Awards 2015 GOLD Content team of the year BMA Awards 2015 SILVER Website of the year Bauer Media s Debrief team wins Gold for its clear focus on delivering targeted, engaging content to its audience in a form and schedule appropriate to them. BMA Awards 2015 BRONZE Launch of the year PPA Awards 2014 WINNER Digital Innovation of the year PPA New Talent Awards 2015 WINNER Best new art editor Anna Jay PPA New Talent Awards 2015 HIGHLY COMMENDED Best new News Editor Sophie Wilkinson
DIGITAL ADVERTISING The Debrief offers an extensive range of digital advertising formats and solutions across all our platforms. The Debrief is fully mobile and tablet optimized. Our digital offerings include: Leaderboard 728 x 90 HTML 5 Responsive Billboard 970 x 250 HTML 5 Responsive MPU 300 x 250 HTML 5 Responsive Half Page 600 x 250 HTML 5 Responsive Shutters 300 x 250 HTML 5 Responsive Portrait 1080 x 250 HTML 5 Responsive Pre roll 2mb Editorial Stories Logo Interaction Video Content Social Media Newsletter Pricing on Request Pricing on Request Pricing on Request Pricing on Request Pricing on Request