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BizReport : Advertising : October 11, 2011
Mobile content consumption up, new release offers digital ad options
Readership may be changing how they read - online or via tablet vs. actual paper - but that isn't stopping advertisers from pushing ad dollars into the print marketplace. A new release from Issuu, called Adpages, may help those brands trying to reach print readers.
The Adpages tool allows brands to distribute print materials - ads, information sheets, etc. - through digital channels using the Issuu platform. Issuu is one of the leading magazine, catalog and newspaper digital publishing channels; company information shows 3.2 billion impressions per month. That kind of reach can have a huge impact for advertisers. The tool is set up to open the original print materials in a new digital window.
"It's the dawn of a new era for publishers and marketers," said Mik Strøyberg, Head of Consumer Engagement for Issuu. "Instead of reinventing the wheel with a separate and costly digital media strategy, publishers can use Issuu Adpages to convert existing print promotions into a rich media experience for the target audience viewing their publications on the powerful Issuu platform."
According to comScore data mobile devices, specifically smartphones and tablets, are driving just under 10% of digital traffic; much of this traffic is to newspaper, magazine and other content sites as well as shopping hubs. Apple (iOS) devices are driving the bulk of traffic.
"The popularization of smartphones and the introduction of tablets and other web-enabled devices - collectively termed 'connected devices' - have contributed to an explosion in digital media consumption. As these devices gain adoption, we have also seen the rise of the 'digital omnivores' - consumers who access content through several touchpoints during the course of their daily digital lives," said Mark Donovan, comScore senior vice president of mobile. "In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences."
In the US two-thirds of non-computer online traffic is coming from mobile devices; one-third of that traffic is connecting via WiFi. More than 115 million US consumers are now considering 'mobile'.
Tags: Adpages, comScore, content consumptions, digital advertising, digital content, Issuu, print advertising
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