Guest Column: Best Practices for Advertising on Tablets
IDEAlliance Digital Ad Lab: A Call to Action
The chaotic state of the tablet advertising supply chain became a “Call to Action” for IDEAlliance. Challenged by its eMedia21 Council to find solutions, IDEAlliance relaunched its Digital Ad Lab Initiative with a clear mission to develop best practices and specifications that can result in efficiencies for the tablet advertising supply chain. Kin wah Lam, director of digital development at Time Inc., is the chairman for this effort.
According to David Steinhardt, president and CEO of IDEAlliance, “Perhaps the most telling symptom of the chaos we are experiencing across the tablet advertising supply chain is the fact that we don’t even have a standard nomenclature to describe the specifications for placing an advertisement in a tablet magazine edition. Without a tablet advertising lingua franca that agencies and publishers both use to clearly communicate requirements, ad hoc efficiencies are the best we can ever accomplish.”
Standard Tablet Ad Types
A simple-but-necessary starting point is to standardize vocabulary for specifying ad types for tablet magazine editions. Through a collaborative effort between IDEAlliance and MPA, the Association of Magazine Media, a standard vocabulary for tablet ad types has been established. If you aren’t yet using these terms, you should adopt them as soon as you can.
Two types of tablet ads are produced directly from the print ad:
SFP (Straight From Print): Advertising content where the page on the screen looks exactly like (or is a replica of) the print page, with no interactive enhancements except for the active links.
SFPplus (Straight From Print Enhanced): Advertising content where the page on the screen looks exactly like the print page with some interactive enhancements (beyond activation of links).
A second class of tablet ads is made up of ads developed specifically for the tablet where the ad will be displayed. The two types are: