Interactivity is the Core Reason Marketers Advertise in iPad style Interactive Digital Magazines

A new survey on digital magazine advertising success stories reveals why some win advertisers where many fail.

Engaging readers in interactive experiences, not just click-throughs, is the main reason marketers advertise in interactive digital magazines, according to the findings of a new survey conducted by publishing industry consultant Josh Gordon.

The study, "The Case for Advertising in Interactive Digital Magazines, " is the first to survey only the readers of interactive digital magazines, and not include digital replicas of print magazines, which are the majority of digital magazines today.

According to Gordon, "The publishers of the interactive digital magazines we studied have retooled the magazine format and magazine advertising into a form perfect for the iPad and other e-reading devices." When the ads in these interactive digital magazines were compared to ads in other media, they showed much higher levels of interactivity because they combine three characteristics: the active reading of a magazine-style experience, much larger ad sizes, and an interactive digital environment. Says Gary Strauss, publisher of the interactive digital magazine, Sporting News Today, "Your ad is seen as a full page digital ad facing a full page of digital editorial. It lays out like a print magazine, but with all of the advantages of digital. When full page edit faces a full page advertisement, the ad is going to be seen."

The result is an environment where advertisers can present ads with a much higher level of interactivity compared with other online advertising media.

The survey found:

•When interactive digital magazine readers were asked to compare their reading experience with "websites of similar content," 83% picked interactive magazines as being "more engaging," compared with 17% who picked websites.

•When asked which media they were more likely to ignore ads on, 30% picked the ads in interactive digital magazines, while 70% picked the ads in "websites of similar content."

•Even though the ads in interactive digital magazines are much larger, they are better received by media users. When asked which electronic media had ads that were "helpful or interesting," the top score went to interactive digital magazines at 63.2%. After that came television at 53.8%, radio at 34.8%, e-mail advertising at 22.4%, ads on e-mail newsletters at 20.6%, website banner ads at 16.4%, and website pop-up ads at 2.4%.

One reason the ads are so well received is that advertisers who use them to greatest advantage are creating interactive ads that combine video, Flash animation, opt-ins for more content, contests, special offers, and links to e-commerce landing pages. A recent ad for a new motion picture in the digital interactive magazine VIVmag had a click-to-play video from the movie, a link to buy a theater ticket, and an offer to join a club for future ticket sales.

The study also found that highly interactive editorial leads readers to interact with a publication's advertising. As they become accustomed to clicking to view editorial videos or extra content, readers will also click to view an advertiser's video or content. The publications in this study included articles offering multiple interactive opportunities. For example, a recent issue of Grand magazine featured an article on a country singer that contained a performance video, social media sharing tools, and links to a schedule of the artist's concert tours.

The study, which pooled the circulations of eight different interactive digital magazines, is based on 5,612 completed questionnaires. The publications included: PopSci Genius Guide, VIVmag, Premier Guitar, Winding Road, Grand, HipCompass Escapes, HorseLink, and Outside's Go! The study was sponsored by Nxtbook Media, a digital magazine service company, and VIVmag, the first all digital women's lifestyle magazine.

Download the study 

Comments

[scott dixon]

Very intersting study Josh. It causes me to rethink my earlier thoughts on the value of Digital magazines. Scott

[Nursing pajamas]

indeed, very interesting topic and excellent tips there! i'm now downloading the study of it. yay! thanks anyways. love it!

[replica oakley sunglasses]

Welcome to high quality
replica oakley sunglasses
fake oakley sunglasses
cheapest oakley sunglasses

oakley sunglasses wholesale
Polarized oakley sunglasses

online!Our company is oakley sunglasses manufacturer & supplier,fake oakley sunglasses we have been
in replica oakley sunglasses wholesale for 8 years.there u can get the cheapest price in our company sites,waiting for u visiting.oakley
Polarized Sunglasses,fake oakley ray ban sunglasses
foakleys,replica sunglasses
fake oakleys
cheap oakley sunglasses
http://www.oakleysunglasses-wholesale.com

[jason]

Interesting argument i will have to study more on the subject to really understand your thinking. I would like to say thanks for the insight.

[coach bags]

Yeah, you're right.*

[Sale Purses]

This is such an important topic, thank you so much for sharing.

[all women stalk]

Do you have all the sunglasses around the world inside your backpack? that was really nice staff when sunny days comes. I'll 1 of those when summer comes, I'll buy a set of sunglasses and RayBan two. isn't it cool? I like oakley but only the original items. thank you for sharing your staff.

[cheap handbags wholesale]

www.goodincart.com

[wholesale hitman]

I enjoyed reading your article. It makes a lot of sense.

-mikee

[nike shox]

Happy New Year everyone! .P. is the bridge between the publishing industry and the art world, and transmitting information and meaning between the two has been an ongoing learning experience. D.A.P. is first and foremost a community of culture workers and we are proud to work with you all.

[cheap international calls]

Technology has gone so far. Even magazines are being digital. Brought by social media the spreading of news all around the globe have never been this easy. But to actually think, important news are sometimes taken for granted. Attention given to social media sites is getting numbered compared to this.

[used bucket truck for sale]

very very true. The more interactive your marketing can be, the better conversions and user experience you will get. Currently, the hard part is finding the right mix of interactivity and personalization without being too intrusive regarding privacy. Good article, the demo image really explains a lot.

[used dum containers]

This is pretty interesting. I was looking for something but found your blog instead through Bing. I love blogging. Anyways, just wanted to drop by and say hi. I have subscribed to your site and I am looking forward to the updates. Thanks

[Nike Shox]

Your article looks good, I like bits and pieces of daily life, like a movie.

[generic cialis]

I can say that the digital magazines are the best today, we do not have to go away to get it , you can turn on the computer and read the magazines online!!22dd

[ipad ads]

outstanding study... just finished downloading the study and the contents are really interesting.

[arizona dui lawyers]

I also heard a lot of testimonials too, about them getting positive results.

[גני אירועים]

First to identify only the readers of interactive digital magazines, and does not contain digital replicas of print magazines, which are part of today's digital magazine.

[DUI Attorney]

Even if Apple's visionary co-founder is gone, Steve is still a part of this changes. Ipad Ad.

[hermes birkin bags]

Good article, the demo image really explains a lot.

[Hermes Kelly Bag]

Nice post. Thank you for taking the time to publish this information very useful! I’m still waiting for more interesting and useful thoughts from your side in your next post thanks!