min online repohttp:rting: For magazine veterans watching the magazine app space evolve on tablets
there are no surprises in Kantar Media’s new survey of advertising on
the platform. Magazine app publishers generally
are relying on their current client base, tending to repurpose print
ads without enhancement and running fewer ads in apps overall. But
Kantar is offering a comprehensive overview of the state of the market
across scores of titles.
As expected, more than 90% of ads appear in tablet magazine apps
correspond with ads also in the print title. For now, at least, the
tablet is not helping publishers expand their advertising base, the
metric suggests. On average the apps ran only about 60% of the number of
ads as their print counterparts, although Kantar says that average
represents a wide range. In come cases the apps saw only 10% of the ads
of the print version and in other cases the apps carried as high as 150%
of the ad load.
Among the ad categories most notably absent from tablet editions in
pharma. Very few ads for prescription drugs were found in tablet mags.
//www.minonline.com/news/iPad-Ad-Lag-Mag-Apps-Still-Lack-Advertising_20284.html
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