Ad of the Week: REI in Backpacker

By Teresa Demel

As part of my job, I read a lot of magazines built with Digital Publishing Suite. (I know, I know… rough life.) I often stumble across great ads worth sharing, and you will sometimes see an “Ad of the Week” in your feed instead of an “App of the Week.”

For publishers, advertisements are an important revenue stream. For advertisers, their placement and value are carefully scrutinized to maximize return on investment. Ads built in Digital Publishing Suite apps can be extremely high value for both parties when executed well.

REI ad using the Scratch-off Effect

The REI advertisements built into Digital Publishing Suite are both targeted and engaging. REI, a supplier of outdoor gear, sponsored the “Gear Guide” issue of Backpacker, a surefire way to reach the target demographic: people passionate about exploring the outdoors. They use interactivity in order to not only lengthen the amount of time that readers spend in the ad, but also provide moments of joy and entertainment.

Check out three ads featured in this video

  • Watch a video introduction with a personal message from the people at REI describing why they are sponsoring this issue.
  • Swipe the snow off the page to reveal an REI ad underneath. The designers used the scratch-off effect to create this interactivity.
  • Rotate your iPad to change your perspective of a man standing on a cliff. This is the parallax effect in action, built with three jpeg layers and javascript, utilizing the iPad’s gyroscope.

A tutorial for the scratch-off effect is available in DPS Cookbooks. There is a great discussion in the DPS forum on creating the parallax effect. If you have found any other helpful tutorials on these effects, please post them in the comments below.

Watch the Ad of the Week video here:

Share
Ad of the Week, Corporate Publishing, Enterprise Features

Comments

  • By AJ - 7:15 PM on November 28, 2012  

    Great video on these incredible effects.
    Thank you Teresa

    Can you recommend some top magazines to read for inspiration on designing with DPS?