Your SlideShare is downloading. ×
D       o you remember when the first tablet wasbrought to market? It’s hard to recall a time when                        ...
Analytic ApproachOver the past two years, tablet applications have             We conducted our analysis on magazine ads t...
Observations1. Tablet Advertisers Are Current                            3. Missing In Action: Rx Advertising      Custome...
5. Have You Seen Our Latest App?Advertisements promoting an in-house app download,such as the In Style and Popular Mechani...
6.   Most Ads Are Not Sensitive to Tablet     OrientationLess than half of the iPad publications provided bothportrait and...
7. Change The Orientation, Change     The CreativeThough most magazine app ads were not affectedby change in tablet orient...
8. Tablet Ads With Additional Product      InformationWhile most magazine tablet ads lack advancedinteractive features, th...
9. Rich Media Tablet AdsWe rarely came across ads with deeper interactiveelements. However, when we did see them, theyappe...
10. Auto Advertisers Leverage Rich       MediaSome of the deepest rich media functionality wasobserved in automotive adver...
SummaryThrough our examination of tablet ad creative, we’ve                                                            Abo...
Top 10 Insights for Magazine Tablet Advertising by Kantar Media
Top 10 Insights for Magazine Tablet Advertising by Kantar Media
Upcoming SlideShare
Loading in...5
×

Top 10 Insights for Magazine Tablet Advertising by Kantar Media

4,028

Published on

Top 10 Insights for Magazine Tablet Advertising by Kantar Media

Published in: Technology, Business

Transcript of "Top 10 Insights for Magazine Tablet Advertising by Kantar Media"

  1. 1. D o you remember when the first tablet wasbrought to market? It’s hard to recall a time when • Methods for identifying, collecting and coding ad messages appearing in iPad appstablets weren’t on our minds. But believe it or not,the first tablet came to be only a mere two years • Taking an inventory of iPad applications from media content providers – magazines, newspapers, TVago, when Apple released the iPad on April 3, 2010 networks and gamesand sold 3 million units within 80 days, according tocompany reports. Through the end of 2011, Apple • Analyzing the creative content of ad messageshas sold more than 80 million iPads worldwide and appearing in a diverse sample of apps fromhas maintained a pretty commanding market share. magazine publishersThe continued rapid uptake of tablets among U.S. For our first exploration, we’ve focused our energyconsumers is reflected in the projection of 54.8 on findings on the last two items. Our goal is tomillion tablet users by the end of 2012—that’s nearly present a snapshot at a moment in time. Given how18 percent of the total population1. By the end of rapidly the tablet ad landscape is evolving, and in2014, the number is predicted to reach 89.5 million our effort to deliver you clarity, we caution againstand then increase to 112.5 million users by the end extrapolating these findings into the future.of 2016, or roughly one-third of the population2. Sowhat are the implications of this rapid multiplicationon your business model? As the tablet technologyhas revolutionized consumer behavior, it hasgenerated significant interest among media ownersas a new platform for distributing content to audiences.And wherever there’s a media audience, there’s acorresponding opportunity for advertisers. So it’s nosurprise that marketers are also enthusiasticallyexploring how to take advantage of tablets as acommercial message channel.Kantar Media’s commitment to provide strategicadvertising intelligence for emerging digital mediahas led to our multidimensional internal researchand development program around tablets. Our initialfocus is on the hub of the market, the beloved iPad,with the first phase R&D focused on:1 EMarketer. March 7 2012. <http://www.emarketer.com/Article.aspx?R=1008886>.2 Forrester. March 6 2012. <http://www.forrester.com/home#/US+Consumer+Tablet+Forecast+Update+2011+To+2016/quickscan/-/E-RES61458>.© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 1
  2. 2. Analytic ApproachOver the past two years, tablet applications have We conducted our analysis on magazine ads thatdeveloped as extensions of many traditional media ran throughout the January 2012 and February 2012types—television, newspaper, magazine, and games, editions in a subset of 52 publications containingto name a few. Since November 2011, we have been both print and iPad tablet ads.conducting and updating an inventory of tablet offeringsfrom these media channels and have found the highest Magazine Publications Included In This Analysisvolume within the magazine sector. Allure PeopleBecause magazines currently account for so many Automobile Magazine Popular Mechanicsof the media apps on iPads, we chose to begin our Better Homes & Gardens Popular Photographyinitial phase of research and development within this Bride’s Popular Sciencesector. Kantar Media has continuously monitored Car And Driver Preventionapproximately 150 magazines, selected based on Coastal Living Reader’s Digest Elle Real Simpletop print revenue, top digital spend, and top grossing Entertainment Weekly Road & Trackmagazine iTunes apps. We’ve scanned these 150 Entrepreneur Runners Worldproperties for the presence of corresponding tablet Esquire Selfversions, and as of February 2012, 110 of them had Essence Seventeenan iPad app, 65 of which had iPad-specific editions Family Fun Shape Magazinewith exclusive digital content. We’ve also identified Field & Stream Southern Living42 magazine apps that provide the publication in Fitness Sports Illustrated Food & Wine Sunsetother versions, including digital print replicas, iPhone Fortune Taste Of Homeversion, newsfeed format, Zinio Magazine Reader, Glamour This Old Houseor a Magazine Reader App exclusively. Golf Digest Time GQ Travel+LeisureNot only have magazines sparked a proportionately In Style Vanity Fairhigh number of active early adapters of tablet ads, Martha Stewart Living Wiredbut they’ve done so at a remarkably rapid pace. Back Men’s Health Moneyin November 2011, 88 media properties had iPad apps, Motor Trend43 of which had iPad-specific editions with exclusive National Geographiccontent. Between November 2011 and March 2012, National Geographic Traveler22 new magazines released iPad-specific apps, New Yorkerbringing our collection of iPad apps and iPad-specific Newsweekeditions to its current count of 110 and 65 respectively—an O-The Oprah Magazineindication that the magazine tablet app market con- Outside Magazine Parentstinues to dynamically grow and evolve. Source: Kantar Media© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 2
  3. 3. Observations1. Tablet Advertisers Are Current 3. Missing In Action: Rx Advertising Customers Pharmaceutical is a top five ad category for theWithin the universe of advertisers appearing in magazine industry and is very common in themagazines’ iPad editions, more than 90 percent also publications that were part of our analysis. With thatran ads in corresponding print editions. We interpret said, prescription drug advertising was notably absentthis high duplication rate as the established base of from the iPad editions, with only a few placementsprint edition advertisers serving as low hanging fruit observed. This may be due to the strict requirementsfor initial experiments. For the publisher, it is good pharmaceutical marketers face to provide detailedbusiness sense to take new ideas and opportunities disclosure information about their medications.to existing customers and build on that relationship.2. A Lighter Ad Load in Tablets 4. Print Edition Creatives Are Repurposed For TabletsIn aggregate, the iPad editions carried fewer adoccurrences than the print versions. The average ratio Our comparison of print and tablet magazinewas about 60 percent but for individual titles this advertisements revealed that the majority of thevalue ranged from less than 10 percent to over 150 tablet magazine ads were near replicas of their printpercent. Considering that iPad magazine apps are counterparts. In general, most magazine tablet adsat an early testing stage and a developed ad were repurposed print creatives without elaboratemarketplace is still over the horizon, we regard these animations or advanced interactive features, otherproportions as an interesting curiosity rather than a than links to the advertisers’ websites or social mediaharbinger. Coupled with the previous observation, it pages like Facebook, Twitter, and LinkedIn.will be interesting to see if the tablet advertiser rosterroutinely mimics the print edition or if magazine tablet Tablet ads with deeper interactive elements wereapps evolve into a separate opportunity. observed, but primarily in magazine publications such as Wired or Popular Science that target a more tech-savvy audience.© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 3
  4. 4. 5. Have You Seen Our Latest App?Advertisements promoting an in-house app download,such as the In Style and Popular Mechanics adsbelow, were common across all types of iPadpublications. Source: Kantar Media© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 4
  5. 5. 6. Most Ads Are Not Sensitive to Tablet OrientationLess than half of the iPad publications provided bothportrait and landscape orientation for ad creatives.More often than not, the orientation of the ad didnot change when the tablet was rotated. The vastmajority of orientation-based creatives contained thesame product, text and image, with only slightvariations in positioning and cropping. In some caseslike the Land Rover ad below, you must scroll orswipe to view the full ad. Source: Kantar Media© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 5
  6. 6. 7. Change The Orientation, Change The CreativeThough most magazine app ads were not affectedby change in tablet orientation, we did encounter asmall number of orientation-based ads that had avisible variation in messaging, advertiser or product.One example is this Honda CR-V ad. The headline,background artwork and product shot all changedwhen the iPad was rotated from portrait to landscapeorientation. Source: Kantar Media© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 6
  7. 7. 8. Tablet Ads With Additional Product InformationWhile most magazine tablet ads lack advancedinteractive features, there was a small group thatcontained overlays to view additional productinformation. Embedded in the Converse ad below aretwo calls to action: a tap for product details and a shopnow step which redirected users to a Bloomingdale’sshopping page. Source: Kantar Media© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 7
  8. 8. 9. Rich Media Tablet AdsWe rarely came across ads with deeper interactiveelements. However, when we did see them, theyappeared primarily in publications targeting moretech-savvy audiences. We found a limited number ofads containing interactive games or digital video(always user-initiated). This American Airlinescreative, which ran in Wired Magazine’s tablet app,contains a link to a digital video.The Tic Tac ad is another striking example of interactivetablet ads. In this movement-based creative, musicplays when the user shakes the iPad. Source: Kantar Media© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 8
  9. 9. 10. Auto Advertisers Leverage Rich MediaSome of the deepest rich media functionality wasobserved in automotive advertisements. WiredMagazine ran a Scion ad which allows readers accessto image galleries, video, animation and movement-based features (lift, rotate, shake, etc.). Source: Kantar Media© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 9
  10. 10. SummaryThrough our examination of tablet ad creative, we’ve About Kantar Mediaseen a number of patterns that point to a key role fortablets in the future advertising to come. While many Kantar Media provides strategic advice and competitiveof the analyzed tablet ads were recycled versions of intelligence to the world’s leading brands, publishers,print ads, unaffected by tablet orientation, there were agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. Thisalso a handful of tablet advertisers who demonstrated includes analysis of paid media opportunities; counsel oncreative leadership in spearheading interactive, distinct brand reputation, corporate management and consumeropportunities within the medium. engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar MediaOur analysis of creative trends in tablet advertising is provides clients with a broad range of insights frombased on our monitoring of the tradigital marketplace. audience research, competitive intelligence, vital consumerIf you’d like to know more on the tablet spectrum, behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work withplease contact: 22,000 companies tracking 3 million brands in 50 countries.Leslie Darling, SVP of Digital Innovation at www.KantarMediaNA.com212.991.6128 or leslie.darling@kantarmedia.com.© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 10

×