Tablet Magazines & Their Ads: HewnTFD
-
Upload
texasadgrad -
Category
Technology
-
view
256 -
download
0
description
Transcript of Tablet Magazines & Their Ads: HewnTFD
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Tablet Magazines & Their Ads
Best Practices
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Why Tablets?
• 60% increase in tablet ownership• 91% read magazines • 70% of iPad owners spend at least 15
minutes with magazine content– 33% spend 31-60 minutes
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Why Their Ads?
• Advertising in interactive magazines – Far more "helpful or
interesting”– Least negative impact
on the reader experience
• 82% find interactive magazines more engaging
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Measurement
• Still in development• Can measure most forms of engagement– Impressions and click-through rates – User interactions rate and time spent – Video plays and completion rate– Eye-tracking and taps
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Buying & Selling
• No real standards in place• Multiple brands can be logistical challenge• Popular revenue model: Single
Sponsorships
Introduction
Reasoning
Measurement
Guidelines
Conclusion
http://vimeo.com/18932049
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Provide clear instructions.
• Clear calls to action & cues on how to engage
• When linking make it quick & don’t navigate too far
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Don’t repurpose media.
• Include compelling and unique experiences
• Exclusive to environment
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Tell a story.
• Leverage the available media to tell brand story
• Avoid showing it too often. It will bore consumers
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Introduction
Reasoning
Measurement
Guidelines
Conclusion
Help consumers move closer to buying.
• Tablet users more likely to make a purchase after seeing an ad
• Offer direct access, not just a homepage link
Introduction
Reasoning
Measurement
Guidelines
Conclusion
What’s Being Done Now?Built by the Factory
Introduction
Reasoning
Measurement
Guidelines
Conclusion
The bottom line:
Digital magazines can win and keep advertisers by creating interactive experiences for readers, not just delivering impressions and clicks.