Conde Nast offers advertisers tablet metrics
By Nick Batten, mediaweek.co.uk, Friday, 25 May 2012 11:30AM
Conde Nast is to provide advertisers with ad-specific metrics for its UK tablet editions, from June 2012 issues onwards.
The magazine publisher claims to be the first UK publisher to do this.
The venture, which is in collaboration with Adobe, will offer issue specific data eight weeks after the sale date.
This distribution and exposure data will cover circulation (paid digital subscriptions and digital single copy sales), engagement (total content views and average views per page) and ad performance.
The data will be available to all advertisers who have placed ads incorporating a web link or who have taken a premium ad opportunity.
Nicholas Coleridge, managing director of Condé Nast, said: "This is an important step, and one which will become increasingly significant as consumer scale from more brands on more devices continues to increase."
In addition, Condé Nast has just completed an in-app survey of the May issues of GQ and Wired.
Top line findings reveal that 84% of GQ readers and 82% of Wired readers say they are more likely to pay attention to ads that are interactive/moving and 91% of GQ readers and 89% of Wired readers strongly agree/agree they spend more time with an ad if they can engage with it in some way.
Four fifths of GQ readers remembered a Burberry ad and 76% of Wired readers recalled an Audi ad in the May app. GQ app users spent on average two hours 45 minutes with the issue, while Wired app users spent two hours 52 minutes, on average.
GQ, Wired and Vanity Fair are all available monthly as iPad apps with Vogue monthly from the September 2012 issue. All 13 magazines published by the British company are now available digitally.
GQ and Wired have both been internationally acclaimed by iMonitor, recognised as the world’s leading app review ranking body.
Condé Nast claims it is working towards the release of more detailed tablet metrics for premium advertisers later in the year.
In addition, Condé Nast is investing further in brand understanding with ambition to survey "print power", to gain a 360-degree insight into audience engagement with our magazines in print and online, to complement digital analytics.
The results of a Glamour survey by YouGov will be made public in September 2012, including a significant examination of the digital and social media behaviour of the younger female Glamour audience.
Follow Nick Batten on Twitter @NickBatten2
This article was first published on mediaweek.co.uk
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