the tab's media deck (q1, 2016)
TRANSCRIPT
“THE VOICE OF STUDENTS”
© 2016 The Tab
Our army of 2,650 student editors and reporters gives us a grassroots presence which means we’re always more in touch with young people than our rivals and gives us an unrivalled authentic voice.
No-one knows students like students.
“THE VOICE OF STUDENTS”
In November 2015, The Tab ranked #1 for “really understands students’ experiences” and “it’s the voice of students” in a
youthinsight report sampling 1000 nationally representative students. The report compared Buzzfeed, BBC, LadBible, Student
Beans, Vice, The Independent, The Times, Huffington Post, The Guardian, Mail Online, Elite Daily, Cosmopolitan and Unilad.
as voted for by students ahead of any other media channel
We publish stories students care about, in a style they want to read. We favour originality over rehashed content, reporting over clickbait, and realise young people are so disillusioned with how newspapers and TV networks report on their lives, they now deserve to do it themselves.
The Tab
© 2016 The Tab
is the world’s largest platform for student journalism, and we’re building it into the most authentic youth media brand on the planet
400,000FACEBOOK LIKES
3 millionMONTHLY UNIQUE USERS
40UNIVERSITIES
UK
How The Tab works
© 2016 The Tab
We are a platform for the most talented student journalists and editors to report and writeTeams of 20-30 reporters at the world’s top 100 universities in the UK and US are led by a local student editor, and report on 100s of stories every day.
Our editors and reporters are the most influential students on campusThey lead the campus conversation and define what students love, hate and quietly circulate on WhatsApp.
15,000STORIES
2,650REPORTERS
75NEW REPORTERS SIGN-UP EVERY DAY
In 2015
PAID EDITORS
STUDENTS
1STAFF
4TEAMS
100REPORTERS
Durham boys throw epic Christmas dinner party
Stories
© 2016 The Tab
Which Love Actually character is your uni?
69,069 views 4,786 shares 90,879 views 607 shares
Why I don’t need consent lessons
94,208 views 7,488 shares
Best-dressed on campus this week
36,931 views 467 shares
We asked people in gym clothes if they were actrually going to the gym
101,306 views 5,217 shares
Union ban ex-student from talking about his experiences fighting ISIS
26,542 views 5,174 shares
UCL finalist launches cafe which will only employ homeless people
22,160 views 7,642 shares
166,894 views 6,744 shares55,124 views 801 shares 159,779 views 4,921 shares
39,034 views 5,424 shares
Reach every student in the UK
© 2016 The Tab
400,000FACEBOOK LIKES
+20% growth per month
3 millionMONTHLY UNIQUE USERS
100% YoY growth
Loyal audience discoveringnew stories on social every day
1 millionWEEKLY UNIQUE USERS
2:07MINUTES
Exceptionally high dwell time. Very engaged users.
Next generation of CEOs, doctors, lawyers and other high-earning professionals
88% ABC1VIA COMSCORE
90%19-24 YEARS
No wastage on student focused campaigns
20%FACEBOOK POST ENGAGEMENT
Understanding our audience
50 / 50MALE / FEMALE
Balanced audience reflects universal popularity
© 2016 The Tab
We have a specialist insights panel, Insider Insights, with a cohort of 1000 nationally representative students. Using this panel we can discover custom insights and enable our partners to better understand and more effectively market to students.
Unique data-‐driven insights
* students at universities in North-East and North-West only
£1,50071%Travel addicts go travelling
every yearaverage annual spend on travel
Food obsessed
80%make an effort to eat healthily
£5bnannual spend on groceries
Fashion focused
2.5%more likely to be heavy online shoppers
50%of student loan spent on clothing and accessories*
Brand conscious
73%say quality iskey factor in choosing brands
1.8xmore likely to own an Apple laptop
85%say brand experiences at university likely to influence choices in future + rephrase with making decisions
50% clicks on mobile banner adverts are accidental (Goldspot Media).
0.16% CTR on mobile display advertising Q3 2015 (DoubleClick)
A new genera=on of audience
© 2016 The Tab
Our audience are mobile-first social explorers. That’s why we’ve always been online only, mobile-first and distributed primarily through social, because that’s where our audience want us to be.
25%
75%SOCIAL
DIRECT AND SEARCH
Students love sharing The Tab’s stories with their friends on social. Brands can increase the cost efficiency and impact of brand marketing by creating shareable stories.
30%
70%
MOBILE
DESKTOP
Display advertising is ineffective on mobile,but branded content works on any device.
Sponsored Stories sit at the heart of every Brand Partnership.
The Tab’s in-house creative team work with brands and agencies to communicate a brand’s messaging and aspirations through original stories and inspire students to share.
The success of brand campaigns is measured by shares and pageviews.
On larger campaigns we work with Nielsen VIZU to measure increases in brand affinity and purchase intent.
Sponsored stories
© 2016 The Tab
In November 2015, The Tab’s in-house video production team started creating short, snappy, shareable videos designed for sharing on Facebook.
The Tab’s video stories (including classics like “We made Americans eat mince pies”) are now watched more than 10M times every month.
This team also works with brands to help them reach 100,000s of students on Facebook by creating Sponsored Social Video Stories.
Brands can also work with the Social Promotion team to target videos to reach specific demographics.
The success of video campaigns is measured by views, likes and shares.
Sponsored social video stories
© 2016 The Tab
© 2016 The Tab
Brands can promote Sponsored Stories on The Tab’s homepages and app reaching 25,000 students every day on desktop and on mobile and in app.
IT’S WAY MORE EFFECTIVE THAN TRADITIONAL MARKETING
2% average CTR is 10x higher than the industry standard for display advertising.
LOCAL TARGETING
Units can be used to reach every UK university or target specific universities.
NO EXTRA CHARGE
48 hour placement are included with every Sponsored Story.
Sponsored story units
© 2016 The Tab
Sponsored Stories and Sponsored Social Video Stories are posted across all of The Tab’s Facebook pages and Twitter accounts, instantly reaching more than 400,000 students.
Brands can also target audiences at specific universities or regions by posting on local Facebook pages, such as The Tab Durham.
The Tab’s in-house social experts pick the best time to post and use paid promotion on Facebook to reach an even wider audience.
Social Promotion is included in every Brand Partnership.
Social promo=on
© 2016 The Tab
The proof is in the partnershipsOur partners believe The Tab is a powerful platform to change the way students think and behave as consumers – because no-one knows students like students.
Interested?Case studies, proposals and more information on request.
020 3751 4540
Charlie Gardiner-Hill
COO
Nell Byron
Account Manager
Charlotte Anscombe
Marketing Director
Alexander Whyte
Commercial Director
Lizzie Thomson
Creative Editor
Alice Lovell
Account Director
Ollie Parsons
Creative Editor
Georgia Watson
Account Manager