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BizReport : Advertising archives : April 05, 2010

Digi-Mag ads viewed longer

If you're looking for a longer engagement time from ads, you may want to research advertising in the digital editions of magazines. According to a recent survey by Josh Gordon with Smarter Media Sales ads on digital magazines were viewed longer than ads viewed within other electronic mediums.

by Kristina Knight

The survey found that consumers were less likely (70%) to ignore ads in digital magazines than ads on other sites. Researchers also found that overall digi-mag site engagement was two to four times higher (between 20 to 30 minutes) than time spent on other websites. On average, this survey found that consumers were staying on-site for about eight minutes (non-digital magazine sites).

Consumers responded:

• Digi-mag ads seen as less intrusive (71%)
• Digi-mag ads easier to read (80%)
• Digi-mag ads were more authoritative, credible or trustworthy
• Digi-mag ads were seen as 'inviting involvement' (80%)

Why are ads within digital magazines more engaging? Remember that digital magazine ad content is usually geared toward the reader-base, just as the ads in physical magazines are. For instance, readers of "Seventeen" magazine is geared to teens and twenty-somethings and if filled with fashion and lifestyle advice. The magazine is also filled with ads for products and brands filling that category. You won't see an ad placed within "Seventeen" for men's hair re-growth treatments wouldn't engage.

The same is true with digital magazines. Ads within magazines are geared for specific demographics so the consumers are more likely to engage. Whereas with general content websites the ads and content are geared for a more diversified audience and so ads may get lost in the shuffle as consumers who aren't necessarily interested in Product A are shown that ad because of the content of that specific page.

Tags: digital magazines, Josh Gordon, online advertising, online content, online magazines, Smarter Media Sales

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