The
evolution of the publishing industry, due in large part to the rapid rise of
consumer interest in digital, has left publishers questioning how to focus
efforts on digital publishing without losing their valued advertisers and
sponsors. It’s a common concern we hear among publishers – the fear of
advertising dollars being lost with a move to digital. But current research shows this digital shift can actually help
publishers exceed their advertising goals.
The Power of Analytics
The
leading enterprise digital publishing solution, Adobe Digital Publishing Suite
(Adobe DPS), leads the pack for several reasons, but a main differentiating
factor is the built-in analytics that comes with an Adobe DPS enterprise
license – a huge win for publishers and advertisers.
Enabling
Adobe DPS license owners to track downloads, number of readers and click
through rates for interactive content is extremely valuable. Publishers can
support their advertising rates with substantial numbers and can relay the
level of success of ads within their digital publications to the respective
advertisers. It’s important to note that with Adobe DPS all analytics are
tracked even while a reader is accessing publication content offline. This
leaves no missing pieces – all interactions with content are tracked and
measured.
Take
it from Rory O’Flynn, executive director of digital research at Time, Inc.
O’Flynn commented on Time’s experience with advertising and Adobe DPS,
“Time
Inc. is focused on a dual revenue model. Consumers pay to see our content and
advertisers pay to put their messages in front of our consumers in the app
environment. To be truly successful, we need to optimize the experience for
advertisers and consumers, and thanks to DPS and Adobe Analytics, we have been
able to design our measurement initiatives to optimize both sides of that
spectrum.”
Get Users to Engage with Interactive Ads
As
publishers continue to race to get their content on mobile devices for
consumers, advertisers need to step up to create memorable ads that rise above
the clutter. An obvious opportunity made available with Adobe DPS is adding
interactive features to advertisements in a digital publication. In a webinar
hosted by Adobe, GIE Media’s success with interactive ads in Adobe DPS
publications was highlighted. GIE Media has seen their interactive ads deliver
a 4x longer viewing time and a 6x higher click through rate to an advertisers
website compared to static ads.
Advertisers have several options to include interactive features in their advertisements. A static ad can be upgraded by:
- Linking out to a website or product page
- Embedding a video to showcase a new service or testimonial
- Prompting users to engage with other types of interactive content like 360-degree views and slideshows
A
critical step for publishers moving into the digital space is to ensure they
educate their advertisers about what this shift means and the new opportunity
it presents them. Publishers also need
to shift their mindset and create new tiers or levels of advertising options to
offer or upsell to advertisers that includes these new digital opportunities.
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