January 28, 2011
As winter continues its frozen grip on the northern hemisphere, it’s never too early to think about a round of 18 holes — or at least about buying golf gear. Luckily this week Golf Digest launched its annual buyers’ guide, the “2011 Hot List”. Chock full with rotatable clubs and interactive ratings you just might feel compelled to buy a driver with eCommerce integration enabled through the Web view functionality. Or, if the pocketbook is a little thin, you can just Tweet about your favorite clubs. Other features to check out include the step-by-step instruction Golf Digest is renowned for (now enhanced via slideshows), as well as a “Favorites” section that aggregates the clubs you’ve marked as cool throughout your buyers’ guide journey.
Check it out on the App Store at http://itunes.apple.com/app/id411015672?mt=8
January 24, 2011
I’ve written a lot on this blog about the new opportunities digital magazines offer – especially for the editorial side of a publishing house. Today, it’s advertising’s turn to take the stage. We’re releasing results of a research study that finds interactive advertising in digital magazines can more effectively engage readers and create stronger purchase intention than similar static ads in print. The result is a new brand advertising paradigm where advertisers can engage consumers with a brand in the immersive context of a digital magazine – in contrast to the interruptive, templatized, and commoditized nature of current digital display ad inventory.
Titled “Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness,” (PDF – 260KB) and conducted by Alex Wang, Ph.D. (Univ. of Connecticut) the study exposed participants ages 18 to 32 to print or iPad versions of advertisements featured in a past issue of a digital magazine. It then surveyed them to measure perceived interactivity, perceived engagement, message involvement, attitude towards the ads, and purchase intent, and compared the results. Overall, the research discovered that readers are more likely to engage with interactive than static ads, as well as have a more favorable attitude to the ad and greater purchase intent. See a summary of the results below; participants responded using a scale from 1-9 and considered both all ads in the magazine, as well as a specific ad presented to them.
The study also found clear statistical connections among the five measured categories in the experiment. By using interactivity such as motion graphics, sound, slideshows and animation, advertisers can engage readers and create favorable attitudes towards their brands. Once engaged, readers are then more likely to interact with the ad, resulting in a higher probability that they will purchase the product or service being promoted.
As I mentioned earlier, this immersive advertising experience represents a new paradigm for brand advertisers. Because users are immersed in the digital magazine experience, they view the ad much in the same manner they would if they were flipping through the print pages of a magazine; the ad essentially becomes part of the content itself. Contrast this with current digital advertising inventory—undifferentiated ad space that increasingly interrupts the reading experience (sound like page takeover ads?).
In addition to our findings in the lab on digital magazine ad engagement, publishers and advertisers are seeing real-world results. View a short video below on major brand advertisers in Martha Stewart Living – including Tiffany & Co., Macy’s, FedEx, Nestle and more – experienced an increase in brand awareness by using interactive ads in the digital edition.
So, what does all this mean for advertisers and publishers? First, tablet devices enable an enhanced brand advertising experience in digital magazines because they immerse the reader in a highly designed advertising/editorial context and then extend that with engaging interactive features. This, in turn, drives consumer engagement and purchase intent (evidenced by the study and by real-world results), as well as enables publishers to monetize this ad inventory at premium CPMs, and not the lower CPMs available for current digital inventory. Finally, publishers using Digital Publishing Suite have access to analytics as part of the solution’s integration with Adobe Online Marketing Suite (Omniture). This delivers actionable insight into how readers engage with editorial and advertising content — including time spent with specific interactive features – that helps publishers and advertisers tailor content for maximum results.
For more information
- Download the Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness study (PDF – 260KB)
January 18, 2011
In previous years, I would accumulate stacks of the pocket-sized Reader’s Digest magazine all over the house. Today, for the first time, I can keep my issues all in one place with the launch of new the Reader’s Digest app, published using Digital Publishing Suite. With the world’s largest paid circulation, Reader’s Digest reach is extensive. Globally, Reader’s Digest reaches 60 million readers and the publication is available in 21 languages.
In this new iPad edition, the magazine extends the full editorial content of the printed version by including iPad-only photos and video interviews. The March version will include a trend we’ve seen with other publications and use Web view functionality to pull automatically updated content from the Reader’s Digest Web site into the app. However, my favorite feature in this month’s edition is the interactive “Word Power” article that tests vocabulary in an interactive quiz with instant feedback. For the record, I scored at the level of a “wordsmith,” which is not quite an “etymologist,” but then again, I’m not a “wordmonger” either.
Our systems integrator partner Managing Editor Inc. (MEI) led the effort to create the digital edition in conjunction with Reader’s Digest managing editor Ann Powell. Reader’s Digest took advantage of tight integration between the vjoon K4 editorial workflow system and Adobe Digital Publishing Suite to speed up the production process. Using vJoon K4, Reader’s Digest was able to automate article and issue export to the .folio file format and upload to the Distribution Service of Digital Publishing Suite.