Guest Column: Best Practices for Advertising on Tablets
On April 3, 2010, the publishing ecosystem was changed forever. For magazines, the launch of the iPad signaled the exciting new era of interactive, innovative publications and new revenue opportunities. For agencies and advertisers, the launch of the iPad meant promise but also radical changes. This new medium certainly offered creatives the opportunity to enhance print ads with rich media, extended content and interactivity. It also opened the door for creatives to develop completely new kinds of engagement based on the functionality offered by tablets. But along with the good news heralded by the emergence of the tablet as a viable publishing platform came the bad and the really, really ugly!
When the iPad launched, the magazines that launched with the platform included relatively few advertisements. Initially, there was little correlation between the ads booked in the print editions and the ads included with the tablet editions. (Most of the early ads on tablets were specially designed for tablets and tremendously enhanced; these ads were typically a separate booking and single-sponsor.) However, as time passed, new tablets came to market and the demand for mobile computing increased dramatically. Digitimes predicts that tablet shipments for 2012 will grow by 60 percent (others predict as high as 90 percent), and as the market share for tablets increases, the demand to advertise in magazine tablet editions increases as well.
Some interesting figures about magazines on tablets and advertising come from media intelligence firm Kantar Media:
• Of the 150 magazines Kantar tracks, 110 now have tablet editions.
• Of those 110 tablet editions, 45 simply replicate the content of the print magazine on the tablet.
• The other 65 are now offering some kind of exclusive content on the tablet.
• 90 percent of the advertisers in the 110 print editions that have tablet editions advertise in both the print and tablet editions.
• Tablet ad impressions grew by 771 percent last year.
• However, approximately 50 percent of tablet ads are print replicas: They have no enhancements and are limited to the portrait, or vertical, orientation only.