By Chris Sturk • 08/02/2012
If digital advertising goes along with your digital magazine publishing activities, you may want to consider these predictions
With all the technology available within the marketplace, it’s easy to wonder which advertising formats will garner the most attention in years to come. Advertisers and publishers alike want to pay attention to the ad formats that are most desirable, to create engage and generate revenue.
I see tablet ads that focus on engagement, while taking advantage of the functionality from tablets, being valued by both advertisers and tablet users. And we have already heard that these ads are favorable with tablet users, as 24 percent of tablet users click on ads while using tablet apps. This engagement has led to additional purchases 29 percent of the time.
Tablet ads are one area for digital publishers to consider, but they are of course only designed for tablets. There is still a large opportunity with advertisements that are web-based, or at least very visible throughout web properties.
Recently, Peter Minnium of the Interactive Advertising Bureau said he believes half of digital video ads will be interactive. Minnium is in charge of the IAB’s Rising Stars Initiative for video, which makes it understandable why he feels so strongly about the future of interactive video. The program, which calls on producers to create digital video advertising content, has been well accepted. As of July 31st, at least 50 submissions were received by IAB.
How would interactive video content look?
According to MediaPost, there are a few options on how interactive video ads may look. Here are a few suggestions:
-A toolbar with icons for different apps on the bottom or side of the screen
-Ads that allow tapping or swiping for additional information like store locations or coupons
-Video interlays where video is present on part of the screen and interaction can take place on a different part of the screen.
Do you think videos will become more interactive? Does this possibility excite you? Please share your thoughts below.
Posted in Digital Magazine Publishing