September 3, 2013
By Teresa Demel
DIY home improvement projects and Martha Stewart go hand-in-hand. Therefore, it makes perfect sense for Home Depot to advertise in Martha Stewart magazine. The trickier part is making it fit into the editorial of the magazine, which Home Depot nicely executes with DPS interactivity.
Home Depot uses DPS in the following ways:
- The image sequence feature extends the view of a room beyond the standard page size.
- Buttons and multistate objects/slideshows allow readers to tap through “Get this look,” “Picking your palette,” “Tricks of the trade,” and “Shop now.”
Martha Stewart fans lean on her advice when decorating their homes. The Home Depot ads fit into the editorial because they don’t just advertise paint and encourage readers to shop online. They also provide advice on how to choose the right colors and brushes, consistent with the voice of Martha Stewart magazine.
- Watch the Ad of the Week – Home Depot in Martha Stewart video on Adobe TV
- Download Martha Stewart on iTunes
August 9, 2013
By Teresa Demel
Buick sponsored a full issue of House and Home magazine. Each ad walks the reader through the Buick shopping experience, from learning about features, trying out colors, viewing videos, and visiting the web page for further learning. By sponsoring a full issue, it can communicate a multifaceted message to readers.
Buick uses Digital Publishing Suite to connect with readers in the following ways:
- It features the Buick Verano in the context of an article on understated luxury, using buttons and multistate objects/slideshows to provide detail on Buick’s luxurious features
- Buttons and multistate objects allow readers to change the color of the interior and exterior of Buick Verano so they can see which color best fits their style
- Auto-play video show readers the smooth driving experience of the Buick Verano
- Web overlays link to the Buick website, allowing readers to further research the car before heading into the dealership
June 26, 2013
By Teresa Demel
It’s Agency Spotlight Week on the Digital Publishing Suite blog! This week, we are highlighting how advertising and creative agencies use DPS to strategically position clients in the mobile space. We will share case studies, a guest blog, and an opinion paper on digital advertising. DPS allows agencies to quickly deliver and flexibly adapt mobile content for their clients, running full speed ahead of the competition. In addition, they are building advertisements in digital publications that merge the best of print and digital, with targeted placement, cutting edge interactivity, and integration with e-commerce.
This week I am featuring a series of Lexus ads that appeared in Motor Trend’s June 2012 issue. I love these ads for several reasons. They tell a story, and that story is relevant to Motor Trend’s car enthusiasts – people who want to learn about what’s next in the auto industry. In addition, they structured the series so that each ad sequentially builds upon the last one.
At the DPS Summit in May, Conde Nast’s Sean Bumgarner and Christopher Reynolds showed that most people read a digital magazine from front to back – just as we do in print. This is relevant to an advertiser sponsoring a full issue. Each ad can pull readers through the purchasing funnel as the reading experience progresses.
In this video I show:
- Top of funnel, part 1: An ad that introduces the Lexus GS with a video overlay. The car busts through heavy metal, gets introduced, and reveals its sleek exterior.
- Top of funnel, part 2: The next ad is a video overlay as well, but this time provides more detail. It introduces the Lexus GS Enform App Suite, showing the digital information available on the car’s dashboard.
- Top of funnel, part 3: The next ad has a photo gallery so that readers can flip through photos of the car, viewing it from multiple angles. Lexus used HTML so that the slideshow appeared as a scrolling frame with “snap-to” for each photo.
- Consideration phase: Using a web overlay, readers can link out to the Lexus website to learn more about the car.
May 1, 2013
By Teresa Demel
If you want to find a plethora of innovative and interactive advertisements built with Digital Publishing Suite, download Bullett Magazine for iPad. In fact, Bullett will be speaking in partnership with Levi’s about advertising in digital publications at the upcoming Digital Publishing Summit. (Register here.) This week, I’m featuring two Levi’s ads from their Future issue. One of the ads is for women, and one is for men. The ads educate Bullett’s hip audience about the Levi’s brand its latest designs.
Let me dig a little deeper into why I love a well-designed DPS ad. When executed properly, the ad hits the sweet spot of print and digital:
- The ad has the beautiful and thoughtful layout of print. It owns a full page of real estate (at least) and doesn’t try to distract from editorial content. Rather, it fits in as I’m flipping through the publication.
- It has the interaction and control made available in digital. If I’m interested, I can choose to drill deeper and deeper to learn more about the product. In this case, I can buy it right away. As a wise professor said to me, “People hate advertising, but they love shopping.”
In this ad of the week video, the opening page describes background about the Levi’s brand, fabrics, and construction. Scrolling down, I can learn more about the product. In the women’s ad, it uses a nested overlay – with buttons and slideshows embedded in a scrolling frame, so that I can flip through thumbnails of their clothing, and when I tap on a thumbnail that intrigues me, I can see a larger image of the product… and then buy it. The men’s ad has a similar format, allowing readers to zoom in on product details and ultimately purchase Levi’s clothing.
- Check out the Levi’s in Bullett ad of the week video to see how your brand can use Digital Publishing Suite to educate your audience about the brand.
- Register for the Digital Publishing Suite Summit in New York City to hear Levi’s and Bullett discuss advertising in digital publications.
- Download Bullett for iPad.
March 7, 2013
By Teresa Demel
Unless you have you been hibernating for the last six months, you know that Microsoft has been heavily advertising both Windows 8 and the Surface tablet. The Centre for Brand Analysis shows that Microsoft’s brand ranking of the Official Top Consumer Superbrands has leaped from 45th to 3rd place since 2012. The ads are not only compelling and fresh, but they are everywhere… including on the iPad.
This week I am featuring two ads from Microsoft. Windows 8 is featured in the January issue of WIRED. Subscribers get to interact with the Windows 8 interface, made possible by HTML animation.
When the February issue showed up in Newsstand, subscribers got a taste of the Surface. One of the more rare and fun overlays used by DPS customers is the image sequence overlay. In the February ad, WIRED’s technophile audience gets to rotate the Surface 360 degrees and see it from all sides – including how the stand works. In addition, the ad includes a snappy video, showcasing the different colors of Surface keyboards available. Both of these forms of interactivity mirror the first steps in shopping for hardware and answer some basic questions: What does it look like? How does that detachable keyboard work, anyway? Can it stand up so that I can watch movies? Will it match my shoes? (Okay, maybe not that last one.)
- Download any issue of WIRED to see compelling ads targeted to its technologically savvy audience.
- Watch the Microsoft ad of the week video on Adobe TV.
November 20, 2012
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.
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.