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Kantar Media Top 10 Insights for Magazine Tablet Advertising

Kantar Media Top 10 Insights for Magazine Tablet Advertising

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Published by Kantar Media
Top 10 Insights for Magazine Tablet Advertising
Top 10 Insights for Magazine Tablet Advertising

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Published by: Kantar Media on Apr 03, 2012
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© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 1
D
o you remember when the rst tablet wasbrought to market? It’s hard to recall a time whentablets weren’t on our minds. But believe it or not,the rst tablet came to be only a mere two yearsago, when Apple released the iPad on April 3, 2010and sold 3 million units within 80 days, according tocompany reports. Through the end of 2011, Applehas sold more than 80 million iPads worldwide andhas maintained a pretty commanding market share.The continued rapid uptake of tablets among U.S.consumers is reected in the projection of 54.8million tablet users by the end of 2012—that’s nearly18 percent of the total population
1
. By the end of 2014, the number is predicted to reach 89.5 millionand then increase to 112.5 million users by the endof 2016, or roughly one-third of the population
2
. Sowhat are the implications of this rapid multiplicationon your business model? As the tablet technologyhas revolutionized consumer behavior, it hasgenerated signicant 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 rst phase R&D focused on:
 
Methods for identifying, collecting and coding admessages appearing in iPad apps
Taking an inventory of iPad applications from mediacontent providers – magazines, newspapers, TVnetworks and games
Analyzing the creative content of ad messagesappearing in a diverse sample of apps frommagazine publishers
For our rst exploration, we’ve focused our energyon ndings on the last two items. Our goal is topresent a snapshot at a moment in time. Given howrapidly the tablet ad landscape is evolving, and inour effort to deliver you clarity, we caution againstextrapolating these ndings into the future.
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>.
D
 
© Kantar Media - Top 10 Insights for Magazine Tablet Advertising 2
Analytic Approach
Over the past two years, tablet applications havedeveloped as extensions of many traditional mediatypes—television, newspaper, magazine, and games,to name a few. Since November 2011, we have beenconducting and updating an inventory of tablet offeringsfrom these media channels and have found the highestvolume within the magazine sector.Because magazines currently account for so manyof the media apps on iPads, we chose to begin our initial phase of research and development within thissector. Kantar Media has continuously monitoredapproximately 150 magazines, selected based ontop print revenue, top digital spend, and top grossingmagazine iTunes apps. We’ve scanned these 150properties for the presence of corresponding tabletversions, and as of February 2012, 110 of them hadan iPad app, 65 of which had iPad-specic editionswith exclusive digital content. We’ve also identied42 magazine apps that provide the publication inother versions, including digital print replicas, iPhoneversion, newsfeed format, Zinio Magazine Reader,or a Magazine Reader App exclusively.Not only have magazines sparked a proportionatelyhigh number of active early adapters of tablet ads,but they’ve done so at a remarkably rapid pace. Backin November 2011, 88 media properties had iPad apps,43 of which had iPad-specic editions with exclusivecontent. Between November 2011 and March 2012,22 new magazines released iPad-specic apps,bringing our collection of iPad apps and iPad-speciceditions to its current count of 110 and 65 respectively—anindication that the magazine tablet app market con-tinues to dynamically grow and evolve.We conducted our analysis on magazine ads thatran throughout the January 2012 and February 2012editions in a subset of 52 publications containingboth print and iPad tablet ads.
Magazine Publications Included In This Analysis
 Allure Automobile MagazineBetter Homes & GardensBride’sCar And Driver Coastal LivingElleEntertainment WeeklyEntrepreneur EsquireEssenceFamily FunField & StreamFitnessFood & Wine
Fortune
Glamour Golf DigestGQIn StyleMartha Stewart LivingMen’s HealthMoneyMotor TrendNational GeographicNational Geographic Traveler New Yorker NewsweekO-The Oprah MagazineOutside MagazineParentsPeoplePopular MechanicsPopular PhotographyPopular SciencePreventionReader’s DigestReal SimpleRoad & TrackRunners WorldSelf SeventeenShape MagazineSouthern LivingSports IllustratedSunsetTaste Of HomeThis Old HouseTimeTravel+LeisureVanity Fair Wired
Source: Kantar Media

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