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.