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Tablet Magazine Advertising Insights

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Kantar Media Tablet Magazine Advertising Insights

Kantar Media Tablet Magazine Advertising Insights

Published in: Marketing, Technology, Business

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  • 1. TABLET MAGAZINE ADVERTISING: INSIGHTS FROM KANTAR MEDIA November 13, 2013 www.KantarMediaNA.com © 2013 Kantar Media
  • 2. TRACKING THE FOOTPRINT OF MAGAZINE BRANDS
  • 3. Kantar Media A World Leader in Marketing, Media and Advertising Information #1 worldwide in advertising monitoring (adex and creatives) #1 worldwide in single source market research with TGI #1 worldwide in news monitoring The ONLY provider of PIB® Data and the trusted source for all multimedia advertising intelligence across print, web tablet platforms www.KantarMediaNA.com © 2013 Kantar Media 4
  • 4. A Magazine Brand As A Three-Leg Stool MAGAZINE BRAND • • • Multiple points of engagement with advertisers A more complete view of business performance than print alone A framework for changing the conversation WEB TABLET www.KantarMediaNA.com PRINT © 2013 Kantar Media 5
  • 5. Kantar Media’s Magazine Brand Footprint GROWTH IN ADVERTISED BRANDS (Base = 58 Magazine franchises) Jan-Sep 2013 Jan-Sep 2012 % Change ‘13 vs ‘12 Print 5,809 6,019 -3.5% Web Sites 13,478 12,984 3.8% Tablet Apps 4,032 3,784 6.6% Platform www.KantarMediaNA.com © 2013 Kantar Media 6
  • 6. Kantar Media’s Magazine Brand Footprint LIFT FROM ADDITIONAL PLATFORMS: JAN. – SEPT. ‘13 (Base = 58 Magazine franchises) # of Brands, Unduplicated Index Print 5,809 100 Print + Web 17,157 295 Print + Web + Tablet 17,339 298 Platforms www.KantarMediaNA.com © 2013 Kantar Media 7
  • 7. MAGAZINE APP ADVERTISING IN TABLETS
  • 8. Taking Advantage of the Tablet Revolution Innovation Begins to Emerge for Magazine Apps • • Tablet magazine content is moving away from ‘print replica’ Readers are being moved to enhanced interactive experiences INTERACTIVE GRAPHICS, EMBEDDED VIDEOS, WELL-FASHIONED NAVIGATION TOOLS • • As digital editorial products have evolved, ad formats and strategies are also changing However, much of the advertising has still not been fully optimized for tablet technology www.KantarMediaNA.com © 2013 Kantar Media 9
  • 9. Dimensions of Tablet Growth More Users and More Usage www.KantarMediaNA.com © 2013 Kantar Media 10
  • 10. Dimensions of App Growth The Digital Newsstand Is Expanding www.KantarMediaNA.com © 2013 Kantar Media 11
  • 11. Paving the Way on Tablet Advertising Insights Kantar Media’s Approach • • Monitoring advertising in consumer magazine iPad apps since Jan. 2012 Trend analysis of our data: – Jan-Sept 2012 versus Jan-Sept 2013 – 70 tablet magazines – More than 47,000 ads • Insights – Advertising volume – Use of interactive elements in ad units – “Early Adopter” brands who are paving the way – Examples of innovative ad creative www.KantarMediaNA.com © 2013 Kantar Media 12
  • 12. Terms and Definitions • • UNITS: Tablet advertising space is currently measured and reported in “units”. Each ad, single screen or multi-screen, is counted as one unit BRANDS: “Who is advertising”. A business line within a parent advertising company − • E.g., Pantene and Tide are BRANDS of P&G HOUSE/AFFILIATE ADS: Advertising placed by the publisher or its affiliates. Both have been excluded from this analysis www.KantarMediaNA.com © 2013 Kantar Media 13
  • 13. Monitoring Tablet Advertising How We Measure It www.KantarMediaNA.com © 2013 Kantar Media 14
  • 14. TABLET AD VOLUME
  • 15. More Tablet Ad Units… # Of Units (Base = 70 apps) +21% 25,835 21,413 Jan-Sep '12 Jan-Sep '13 www.KantarMediaNA.com © 2013 Kantar Media 16
  • 16. ….From A Growing Number of BRANDS # of BRANDS (Base = 70 apps) 4,563 +6% 4,300 Jan-Sep '12 Jan-Sep '13 www.KantarMediaNA.com © 2013 Kantar Media 17
  • 17. “Tablet Exclusive” BRANDS Are Few, But Increasing … # of BRANDS In Tablet Apps & NOT in Any Print Editions (Base = 70 properties) 291 239 Jan-Sep '12 +22% Jan-Sep '13 www.KantarMediaNA.com © 2013 Kantar Media 18
  • 18. TRENDS IN BRANDS’ USE OF INTERACTIVITY
  • 19. BRANDS’ Use of Tablet Interactivity • • Fewer than 5% of tablet ad units have interactive features (Jan-Sep 2013) Profile of interactive tablet ads is evolving towards more advanced formats www.KantarMediaNA.com © 2013 Kantar Media 20
  • 20. Key Interactive Tablet Attributes Some key interactive attributes are appearing in more interactive ads: • • • • A select group of BRANDS are creating interactive ad units designed for the tablet Tap to Interact is the most used interactive feature All Interactive Ad Units Digital video has doubled its share YOY and is the fastest growing form of interactivity Orientation-based ads are ‘entry level’ interactivity and are being supplanted Buy Now 23% 36% 15% 2% Orientation-based ads / movement 25% 19% Learn More 54% 12% Digital Video 100.0% 46% Tap to Interact 100.0% <1% Note: Sum of percentages exceeds 100% because some ads have multiple interactive features www.KantarMediaNA.com © 2013 Kantar Media 21
  • 21. TRENDS IN BRANDS
  • 22. Tablet Ad Volume: The Leading BRANDS TOP FIVE BRANDS RANKED BY # NUMBER OF TABLET AD UNITS Jan. – Sept. ‘13 UNITS Jan. – Sept. ‘12 UNITS % CHG 1 Geico 306 222 38% 2 Pantene Pro-V 152 79 92% 3 Microsoft Windows 146 0 --- 4 AT&T Wireless 119 103 16% 5 Progressive 109 77 42% BRAND www.KantarMediaNA.com © 2013 Kantar Media 23
  • 23. Early Adopters That Are Leveraging Interactivity TOP FIVE BRANDS USING INTRCT. FEATURES JAN.-SEPT. 2013 RANK 1 2 BRAND TOTAL OF ALL BRANDS Avis Rent-A-Car Accenture Conslt. Svc. 3 4 5 UNITS W/ INTRCTV. FEATURES TOTAL UNITS INTRCTV. % SHARE 1,098 59 45 3,080 63 45 36% 94% 100% 42 40 40 42 57 41 100% 70% 98% IMD Business School Charles Schwab Northern Trust Bank • A large number of total tablet units • A large proportion with interactivity www.KantarMediaNA.com © 2013 Kantar Media 24
  • 24. Tablet-Exclusive BRANDS Favor Interactivity TOP FIVE TABLET-EXCLUSIVE BRANDS: JAN. – SEPT. 2013 RANK 1 2 BRAND CKGSB Cheung Kong Graduate School Of Bus. IESE Business School 3 4 5 HSBC Comm. Banking Corp. University of PA Luxembourg Sch. of Finance UNITS W/ INTRCTV. FEATURES 36 TOTAL UNITS 53 INTRCTV. % SHARE 68% 18 18 100% 15 14 12 15 21 12 100% 67% 100% www.KantarMediaNA.com © 2013 Kantar Media 25
  • 25. INNOVATIVE CREATIVE ADS: A SAMPLER
  • 26. Exploring Tablet Creatives SHELL OIL COMPANY Sept ’13: National Geo/Shell/Shell Oil Co: Corp Promo Interactive Characteristics • Digital video • Learn more www.KantarMediaNA.com © 2013 Kantar Media 27
  • 27. Exploring Tablet Creatives SIEMENS AG Sept’13: Economist/Siemens/SiemensAg: Corp Promo Interactive Characteristics • Tap to Interact • Digital Video www.KantarMediaNA.com © 2013 Kantar Media 28
  • 28. Exploring Tablet Creatives MERCEDES Sept’13: US Weekly/Mercedes/Mercedes Ad Bursting Through the Page of Reading Material Interactive Characteristics • Digital Video www.KantarMediaNA.com © 2013 Kantar Media 29
  • 29. Recap of Key Insights 1) The three legged stool – a wider and deeper footprint with advertisers 2) More tablet ad units and more Brands 3) Fewer than 5% of tablet ad units currently have interactive features 4) Entry-level interactivity giving way to more advanced forms 5) A group of leading edge Brands which are aggressively exploiting tablet technology © 2013 Kantar Media 30
  • 30. Conclusion • • • • The value of a Magazine Brand spans multiple channels – print, web, tablet Magazine tablet apps are an evolving platform – both for advertisers and readers Advertiser’s integration of tablet technology into ad creative is still nascent but innovative strategies and uses are appearing Monitoring, measuring and analyzing consumer magazine media brands across Kantar Media’s Magazine Footprint offers the most accurate representation of magazine media and represents its true vitality www.KantarMediaNA.com © 2013 Kantar Media 31
  • 31. A BUYERS PERSPECTIVE
  • 32. A Buyer’s Perspective 1) WHAT IS NEXT? 2) Do you find that the lack of advertisers taking full advantage of the Tablet Technology’s engagement opportunities is because of lack of agency expertise in creating “interactive” ads, advertiser unwillingness to dip their toe in the water, or both. In your opinion, do you think that “interactivity” features in tablet advertising will grow a lot by this time next year? 3) What “interactive” features do you think may be the next “big thing”? 4) What is the process for determining: − − 5) Which particular Mag App advertisers participate in? Whether you will use ads that are straight-from-print or are created specifically for the tablet apps? How do you think magazine brands should price advertising in their tablet apps? www.KantarMediaNA.com © 2013 Kantar Media 34
  • 33. Want to Know More? Jon Swallen CRO Kantar Media Jon.Swallen@KantarMedia.com www.KantarMediaNA.com Megan Doherty VP, Director, Print BPN Megan.Doherty@BPNWW.com www.BPNWW.com @KantarMedia_NA www.KantarMediaNA.com © 2013 Kantar Media

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