innovat innovation in magazine media the i ons i...
TRANSCRIPT
![Page 1: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/1.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
![Page 2: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/2.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THE BEST
DAMN MAGAZINE
MEDIA INNOVATIONS
IN THE
WORLD
![Page 3: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/3.jpg)
FROM PROGNOSTICATIONS
TO PRESCRIPTION
![Page 4: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/4.jpg)
5 KEYS TO SUCCESS
ALL ROUTES TAKE YOU THROUGH ONE
OF THESE ROADS
![Page 5: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/5.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
1. Mobile is the dominant platform
2. Video the dominant mode
3. Native advertising will be the dominant vehicle
4. Programmatic will be dominant method
5. Data will dominate decisions
![Page 6: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/6.jpg)
FROM PRESCRIPTION
TO PLAN OF ACTION
![Page 7: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/7.jpg)
THINK DIFFERENTLY FROM DEMAND POINT
OF VIEW RATHER THAN SUPPLY
![Page 8: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/8.jpg)
YOUR AUDIENCE IS DEMANDING
SOMETHING ELSE YOU MUST CHANGE
![Page 9: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/9.jpg)
AUDIENCE FIRST CHANGE STRATEGY
![Page 10: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/10.jpg)
IF YOU ACCEPT CHANGE
YOU NEVER GROW OLD
![Page 11: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/11.jpg)
IT IS ONLY WHEN YOU DROP YESTERDAY’S
ASSUMPTIONS YOU CAN GLIMPSE
TOMORROW’S POSSIBILITIES
![Page 12: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/12.jpg)
TIME TO UNLEARN WHAT YOU THINK YOU
KNEW TIME TO THINK
INNOVATION
![Page 13: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/13.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Will it kill or save your brand?
18 pages; 5,427 words
NATIVE ADVERTISING
![Page 14: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/14.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
STOP ARGUING
ABOUT IT.
IT’S HERE
TO STAY.
![Page 15: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/15.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
NATIVE GREW
21% LAST
YEAR.DESKTOP
GREW 1%
![Page 16: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/16.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
PUBLISHERS 20% used
native in 2014
Another 25% in ’15
![Page 17: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/17.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
ADVERTISERS: 55% brand
affinity lift88% lift in
intent to purchase
(BuzzFeed; US$120m/year)
![Page 18: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/18.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
: READERS:
70% want ad stories
But do NOT hoodwink us
90% accept
native
![Page 19: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/19.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THE RISK: BAD EXPERIENCE?
58% never use site again
Half tell friends30-60% exact
revenge
![Page 20: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/20.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
CRITICS: Doesn’t work
Damages brandIt amounts to hoodwinkingAnd whoring
![Page 21: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/21.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
But bad native is just bad
execution…
![Page 22: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/22.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Great native
is as good as editorial
![Page 23: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/23.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
BEST PRACTICES: Label it clearly
Hire great writersHouse them
separatelyInsist on veto
![Page 24: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/24.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK: The 5 principals of
great native ads7 great native ads
9 companies who can help
![Page 25: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/25.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Is it stupid not to have a strategy?
12 pages; 5,229 words
MOBILE ADVERTISING
![Page 26: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/26.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
NO MOBILE STRATEGY?
SUICIDAL
![Page 27: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/27.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
MOBILE IS EVERYWHERE
![Page 28: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/28.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• 50% of world population have mobile devices
• 25% smartphones • Users check 221
times a day
![Page 29: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/29.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Of all web pages
served globally: 40% are
to mobile
![Page 30: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/30.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THREE COMPELLING
REASONS FOR A MOBILE
STRATEGY
![Page 31: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/31.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
1. REVENUE
![Page 32: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/32.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• $64b global in ’15, up 60%
• $159b by 2018, or 22.3% of global ad spending
![Page 33: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/33.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• Without a mobile-friendly site or mobile responsive ad formats, you will not get much or any mobile revenue
![Page 34: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/34.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
2. GOOGLE
![Page 35: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/35.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• Search drives 64% of all traffic
• For the first time, more mobile Google search (9.6b) than desktop (8.3b) last Nov.
![Page 36: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/36.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
3. CONSUMER PERCEPTION
![Page 37: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/37.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• 80-99% of adults surveyed in 6 countries (China, Germany, US, UK, Brazil, India) go to a competitor’s site after bad mobile experience
![Page 38: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/38.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK 8 mobile
advertising best practices
13 most innovative mobile ads
The best mobile video ads
![Page 39: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/39.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Get onboard, or get run over
11 pages; 4,096 words
PROGRAMMATIC ADVERTISING
![Page 40: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/40.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
AGAIN, NO DOUBT:
PROGRAMMATIC IS HERE
TO STAY
![Page 41: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/41.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“It is doing for the ad world what the
automated assembly line did
for the automobile manufacturing
industry.” — former agency executive Richard Tso
![Page 42: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/42.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“Helping ad buyers find the right
audience at the right price at the
right time.” — BusinessInsider’s 2014
Programmatic Advertising Report
![Page 43: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/43.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
U.S. programmatic: $15 billion —
For first time, more than 50% of all digital
display ad dollars; In 2016: it’ll be 66%
— eMarketer
![Page 44: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/44.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
:
EVERYONE IS USING IT
![Page 45: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/45.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• 75% of advertisers use it to buy display ads
• 50% use it to buy mobile & video ads
• American Express switched 100% of its digital ad spend to programmatic
• Proctor & Gamble: converted 70%
![Page 46: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/46.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
UNPRECEDENTED POWER
![Page 47: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/47.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Leverages rich consumer behaviour
data (which you never had before) to guide
marketing strategies in personalised ways that
offer a much greater chance of advertising
campaign success
![Page 48: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/48.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
CONSUMERS SIGNALING
BACK TO BRANDS:
![Page 49: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/49.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
FREES SALES
PEOPLE FROM
GRUNT WORK
![Page 50: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/50.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT DOES NOT ELIMINATE
JOBS
![Page 51: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/51.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT DOES NOT LOWER
CPMs
![Page 52: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/52.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK: Private networks
to protect your CPMs
How to handle transparency
The learning curve
![Page 53: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/53.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
You might think it doesn’t affect you…
18 pages; 5,947 words
DIGITAL AD FRAUD
![Page 54: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/54.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT AFFECTS EVERYONE
![Page 55: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/55.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“The surprise [in the ANA study results]
was the ubiquity of the fraud. It is not just no-
name websites; it also affects premium
publishers.” — Assoc. of National Advertisers
(ANA) vp Bill Duggan
![Page 56: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/56.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“We have reached a crisis point: 36% of
traffic today is generated by
machines, not humans.”
— Interactive Advertising Bureau (IAB) Board of Directors president Vivek Shah
![Page 57: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/57.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
10-60% OF ALL DIGITAL
ADVERTISING IS FRAUDULENT
![Page 58: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/58.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
COSTING THE INDUSTRY:
$4.5M/HOUR $6.3B/YEAR
![Page 59: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/59.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
25% of all VIDEO ad impressions
are fraudulent (viewed by bots)
![Page 60: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/60.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Over 10% of all digital DISPLAY
impressions are fraudulent
![Page 61: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/61.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
50% of all THIRD-PARTY
traffic purchased by publishers is
fraudulent
![Page 62: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/62.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
ADVERTISERS GET PORN
SITES NOT
PUBLISHERS SITES — BusinessInsider
![Page 63: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/63.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
BOTS ACT LIKE HUMANS
![Page 64: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/64.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
9 TYPES OF AD FRAUD
![Page 65: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/65.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Ad Impression Fraud (CPM) Hidden ad impressions Fake sites Video ad fraud Paid traffic fraud Ad re-targeting fraud Search Ad Fraud (CPC) Affiliate Ad Fraud (CPA) Lead Fraud (CPL) Ad Injection Fraud Domain Spoofing Fraud CMS Fraud Retargeting Fraud Traffic Audience Extension Fraud
![Page 66: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/66.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
HOW DO THEY
MAKE MONEY?
![Page 67: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/67.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• Selling fraudulent ad impressions
• Selling fraudulent traffic
• Selling their ads on other publishers’ sites
• Sending fraudulent traffic for affiliate commission
• Creating fraudulent sites that look legitimate and selling advertising on those sites
![Page 68: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/68.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
WATCH AN INFECTED
BOT IN ACTION
![Page 69: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/69.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
HOW TO BEAT
THEM?
![Page 70: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/70.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Authorize 3rd-party traffic validation technology Request transparency for sourced traffic Use third-party monitoring Apply day-parting Buy only from companies who will give you the name to be on the cheque
![Page 71: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/71.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
FRAUD STRIKES
AT THE HEART
OF OUR BUSINESS
![Page 72: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/72.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
ADVERTISING IS BASED
ON TRUST AND RESULTS
![Page 73: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/73.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
AD FRAUD WRECKS
EVERY PART OF THAT
EQUATION
![Page 74: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/74.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK Strategies
to detect & prevent fraud
‘Friends in the Fight’Mobile ad fraud
![Page 75: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/75.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Is the importance of mobile exaggerated? 15 pages; 7,788 words
MOBILE
![Page 76: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/76.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THIS REALLY
IS THE YEAR
OF MOBILE
![Page 77: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/77.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
![Page 78: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/78.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT’S THE SEVENTH
MASS MEDIA
![Page 79: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/79.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“If you think of mobile not as a small screen but as the
7th form of mass media, then the differences
between it and the PC are like the differences
between radio and print.” — Luke Wroblewski, CEO of app developer
Input Factory, told Digiday
![Page 80: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/80.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
EVERYTHING IS DIFFERENT
![Page 81: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/81.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Different set of audience expectations
Different environment
Different editorial, advertising, ecommerce tools & mindsets
![Page 82: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/82.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“This is a mobile mind shift, not just ‘mobile first’. It is a
complete change in the psychology of consumers.
The expectation that any desired information or
service is available, on any appropriate device, in
context, at your moment of need.”
— Forrester Research senior vice president Josh Bernoff
![Page 83: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/83.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
CONTENT MUST BE:
Quick Concise
Constant Readable, useable
on small screen
![Page 84: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/84.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
PUBLISHERS ARE MISSING THE
SIGNALS
![Page 85: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/85.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“Traditional publishers are dangerously
slow to adapt [and] recognise
mobile publishing is as different from
print-to-web publishing as television is from
cave drawings.” — Media consultant Alan Mutter
writing in Editor & Publisher
![Page 86: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/86.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“If you’re in a meeting and
mobile isn’t mentioned in the first ten minutes,
leave. It’s that important.”
— Jeff Moriarty, chief digital officer, Johnston Press, in Digiday
![Page 87: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/87.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THE BIG CHALLENGE:
ADVERTISING
![Page 88: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/88.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
OH, BY THE WAY: BE MOBILE
FRIENDLY BY 21 APRIL
OR CONSIDER A NEW LINE
OF WORK
![Page 89: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/89.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
![Page 90: INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I ...d1ri6y1vinkzt0.cloudfront.net/media/documents/33d21ea7-e309-4d2… · Mobile is the dominant platform 2. Video the dominant mode](https://reader036.vdocuments.site/reader036/viewer/2022071014/5fcd49002354383a2929b450/html5/thumbnails/90.jpg)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK How to tell if
Google likes you11 mobile edit. tips
Native apps or mobile web?