tablet magazine advertising insights

TABLET MAGAZINE ADVERTISING: INSIGHTS FROM KANTAR MEDIA November 13, 2013

www.KantarMediaNA.com © 2013 Kantar Media

TRACKING THE FOOTPRINT OF MAGAZINE BRANDS

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 multi-

media advertising intelligence across

print, web tablet platforms

4 © 2013 Kantar Media www.KantarMediaNA.com

A Magazine Brand As A Three-Leg Stool

5

• Multiple points of engagement with

advertisers

• A more complete view of business performance than print alone

• A framework for changing the

conversation

MAGAZINE BRAND

WEB PRINT

TABLET

www.KantarMediaNA.com © 2013 Kantar Media

Platform 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%

Kantar Media’s Magazine Brand Footprint

6 © 2013 Kantar Media

GROWTH IN ADVERTISED BRANDS (Base = 58 Magazine franchises)

www.KantarMediaNA.com

Platforms # of Brands,

Unduplicated Index

Print 5,809 100

Print + Web 17,157 295

Print + Web +

Tablet 17,339 298


LIFT FROM ADDITIONAL PLATFORMS: JAN. – SEPT. ‘13 (Base = 58 Magazine franchises)

Kantar Media’s Magazine Brand Footprint


MAGAZINE APP ADVERTISING IN TABLETS

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

• 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

INTERACTIVE GRAPHICS,

EMBEDDED VIDEOS, WELL-FASHIONED

NAVIGATION TOOLS

Dimensions of Tablet Growth

More Users and More Usage


Dimensions of App Growth

The Digital Newsstand Is Expanding


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

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



Monitoring Tablet Advertising How We Measure It


TABLET AD VOLUME

More Tablet Ad Units…


21,413

25,835

Jan-Sep '12 Jan-Sep '13

# Of Units (Base = 70 apps)

+21%

….From A Growing Number of BRANDS


4,300

4,563


# of BRANDS (Base = 70 apps)

+6%

“Tablet Exclusive” BRANDS Are Few, But Increasing

…


239

291


+22%

# of BRANDS In Tablet Apps & NOT in Any

Print Editions (Base = 70 properties)


TRENDS IN BRANDS’ USE OF INTERACTIVITY

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


Key Interactive Tablet Attributes

• A select group of BRANDS are

creating interactive ad units

designed for the tablet

• Tap to Interact is the most

used interactive feature

• 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

Note: Sum of percentages exceeds 100% because some ads have multiple interactive features

All Interactive Ad Units 100.0% 100.0%

Tap to Interact 46% 54%

Digital Video 12% 25%

Learn More 19% 23%

Orientation-based ads

/ movement 36% 15%

Buy Now 2% <1%


Some key interactive attributes are appearing in more interactive ads:


TRENDS IN BRANDS

Tablet Ad Volume: The Leading BRANDS


TOP FIVE BRANDS RANKED BY # NUMBER OF TABLET AD UNITS

BRAND

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%


Early Adopters That Are Leveraging Interactivity


TOP FIVE BRANDS USING INTRCT. FEATURES JAN.-SEPT. 2013

RANK

BRAND

UNITS W/

INTRCTV.

FEATURES

TOTAL

UNITS

INTRCTV. %

SHARE

TOTAL OF ALL BRANDS 1,098 3,080 36%

1 Avis Rent-A-Car 59 63 94%

2 Accenture Conslt. Svc. 45 45 100%

3 IMD Business School 42 42 100%

4 Charles Schwab 40 57 70%

5 Northern Trust Bank 40 41 98%

• A large number of total tablet units • A large proportion with interactivity


Tablet-Exclusive BRANDS Favor Interactivity


TOP FIVE TABLET-EXCLUSIVE BRANDS: JAN. – SEPT. 2013

RANK BRAND

UNITS W/

INTRCTV.

FEATURES

TOTAL UNITS

INTRCTV.

% SHARE

1

CKGSB Cheung Kong

Graduate School Of Bus.

36 53 68%

2 IESE Business School 18 18 100%

3 HSBC Comm. Banking Corp. 15 15 100%

4 University of PA 14 21 67%

5 Luxembourg Sch. of Finance 12 12 100%


INNOVATIVE CREATIVE ADS: A SAMPLER

Exploring Tablet Creatives


Sept ’13: National Geo/Shell/Shell Oil Co:

Corp Promo

SHELL OIL COMPANY


Interactive Characteristics

• Digital video

• Learn more



SIEMENS AG



• Tap to Interact

• Digital Video

Sept’13: Economist/Siemens/SiemensAg:

Corp Promo



MERCEDES



• Digital Video

Sept’13: US Weekly/Mercedes/Mercedes Ad Bursting Through the Page of Reading Material

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

Recap of Key Insights


• 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

Conclusion


A BUYERS PERSPECTIVE

1) 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.

A Buyer’s Perspective


2) 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:

− 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?

5) How do you think magazine brands should price advertising in their

tablet apps?

WHAT

IS NEXT?

Jon Swallen

CRO

Kantar Media

[email protected] www.KantarMediaNA.com

Want to Know More?

© 2013 Kantar Media

Megan Doherty

VP, Director, Print

BPN

[email protected]

www.BPNWW.com


@KantarMedia_NA

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