TABLET MAGAZINE ADVERTISING: INSIGHTS FROM KANTAR MEDIA November 13, 2013
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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)
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The ONLY provider of PIB® Data
and the trusted source for all multi-
media advertising intelligence across
print, web tablet platforms
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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
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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
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GROWTH IN ADVERTISED BRANDS (Base = 58 Magazine franchises)
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Platforms # of Brands,
Unduplicated Index
Print 5,809 100
Print + Web 17,157 295
Print + Web +
Tablet 17,339 298
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LIFT FROM ADDITIONAL PLATFORMS: JAN. – SEPT. ‘13 (Base = 58 Magazine franchises)
Kantar Media’s Magazine Brand Footprint
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MAGAZINE APP ADVERTISING IN TABLETS
Taking Advantage of the Tablet Revolution
Innovation Begins to Emerge for Magazine Apps
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• 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
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Dimensions of App Growth
The Digital Newsstand Is Expanding
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Paving the Way on Tablet Advertising Insights
Kantar Media’s Approach
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• 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
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• 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
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Monitoring Tablet Advertising How We Measure It
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TABLET AD VOLUME
More Tablet Ad Units…
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21,413
25,835
Jan-Sep '12 Jan-Sep '13
# Of Units (Base = 70 apps)
+21%
….From A Growing Number of BRANDS
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4,300
4,563
Jan-Sep '12 Jan-Sep '13
# of BRANDS (Base = 70 apps)
+6%
“Tablet Exclusive” BRANDS Are Few, But Increasing
…
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239
291
Jan-Sep '12 Jan-Sep '13
+22%
# of BRANDS In Tablet Apps & NOT in Any
Print Editions (Base = 70 properties)
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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
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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%
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Some key interactive attributes are appearing in more interactive ads:
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TRENDS IN BRANDS
Tablet Ad Volume: The Leading BRANDS
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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%
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Early Adopters That Are Leveraging Interactivity
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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
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Tablet-Exclusive BRANDS Favor Interactivity
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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%
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INNOVATIVE CREATIVE ADS: A SAMPLER
Exploring Tablet Creatives
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Sept ’13: National Geo/Shell/Shell Oil Co:
Corp Promo
SHELL OIL COMPANY
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Interactive Characteristics
• Digital video
• Learn more
Exploring Tablet Creatives
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SIEMENS AG
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Interactive Characteristics
• Tap to Interact
• Digital Video
Sept’13: Economist/Siemens/SiemensAg:
Corp Promo
Exploring Tablet Creatives
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MERCEDES
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Interactive Characteristics
• 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
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• 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
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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
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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
www.BPNWW.com
www.KantarMediaNA.com
@KantarMedia_NA