Why monitoring worldwide publishing markets is worth it for multi-platform publishing companies; plus, which ads are best for recall?
Worldwide publishing represents a daunting proposition for digital magazines: Audience development and digital advertising is tough enough domestically, and it’s called the World Wide Web for a reason, so why invest resources in opening up international markets already occupied by homegrown media companies? Why hire native speakers or translators to serve up content to readers in Latin America or the Netherlands?
Because there’s plenty to go around as device usage continues to climb and advertising demand proliferates.
eMarketer delivers the data that makes worldwide publishing a more compelling option for stateside digital magazines. Let’s take a look some of their recent articles.
Tablet Penetration Is on the Rise in Western Europe …
Tablet statistics are looking good in Western Europe, eMarketer reports: The tablet population will grow by 11% this year, and 40% of owners will be using them monthly.
… Especially in the Netherlands
The Netherlands now sees 80% of Internet users 13 or older owning a smartphone, eMarketer reports based on a study from GfK. In addition, more people own a tablet than do a desktop computer. Among Internet users, 65% own a tablet, while 60% own a desktop. This is big news for multi-platform publishing companies looking to diversify their interests.
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Meanwhile, Latin America Has Emerged as a Leading Digital Advertising Market
Wherever Worldwide Publishing Might Take You, What Kind of Ad Works?
The million-dollar question, literally. Well, the answer, according to Undertone and Ipsos Connected and reported by eMarketer, is full-screen interactive ads, which consistently edged standard and Rising Star ads by considerable margins when it comes to consumer recall. This trend holds true on smartphones and tablets. Do you have web design in place to support full-screen interactive ads?
Are you embarking on a worldwide publishing adventure? Send us a postcard in the comments!
To read more about worldwide publishing trends in the news, visit eMarketer.