Can Digital Editions Be Sexy?
● "For app advertisers," notes Baker, "publishers can also more easily 'go in' and help them change messaging if their banner ad tracking shows the ad isn't working."
According to a recent article on PaidContent.org, Condé Nast also is focusing on the importance of metrics to share with its advertising clients. "Condé Nast and its digital magazine partner Adobe offered a unspecified group of 'key advertisers" a look at some new metrics designed by the software company's analytics unit, Omniture, that promises to show levels of distribution, audience exposure and engagement."
Earlier this year, Condé Nast announced that it was scaling back on mobile apps for smartphones, and instead would focus more on products for tablets. "Condé Nast, which was one of the earliest publishers to try magazines for the iPhone, has since abandoned the small screen for its replicas and has created tablet apps editions of Wired, GQ, Vanity Fair, The New Yorker, Glamour, Golf Digest, Self and Allure," reported PaidContent.org. "… The goal of this metrics project is to prove that the scale is there, and even if it still is a long way from the kind of audience numbers that print has, the tablet versions can offer an array of other touch points that ink and paper can't match."
Among the metrics that Condé Nast and its partner Adobe aim to examine are: "total ad readers (the number of people who have looked at an ad in a magazine app at least once) and total number of exposures per ad (how many times a digital ad was seen)," according to PaidContent.org.
"The current reporting standard of distribution for digital magazines and newsletters is net deliveries," states a report released in July by the BPA, called "BPA Worldwide Audience Metrics for Multiple Media Channels." "As distribution is tied to an e-mail address, the presumption is that there is a one-to-one relationship with an individual. Again, this is not a perfect correlation since an individual may have more than one e-mail address to receive materials. Further, there is no way to account for pass along," the report states.