The Future of Publishing and Advertising

  |  January 28, 2011   |  Comments

As people change the way they consume content, they're also creating new opportunities for advertising. Here's how.

No one knows exactly when the first advertisement was published on a printing press. We do know: In 1609, a British newspaper published an ad for migration opportunities to America. For hundreds of years, ads and print went hand and hand. Then came the Internet. AT&T was the first to pay HotWired to display the first ever online ad; a 468 x 60 banner that came to life on October 25, 1994.

first-banner-ad

Do you remember the days of explosive CPMs? Many people long for those times - before rates for traditional banner ad plummeted just as the market crashed from 2000 through 2002. These banner ads couldn't support those rates because low click-through rates (CTR) and conversions didn't justify the spend. To find ways to make online ads justify premium prices, publishers have had to experiment with all kinds of formats, including all intrusive full-page overlays to the content the reader is after. This still wasn't the answer any one was hoping for.

There have even been attempts at changing the nature of print ads. Everything from CBS embedding a video screen into an "Entertainment Weekly" magazine to creating ads that you place your iPhone over to make the rest of the ad "come to life" like this example from AXA.

Then along came Steve Jobs (I wish him a quick return to health), and the introduction of the iPad. Nearly 15 million iPads sold this past year. This year's Consumer Electronics Show (CES) seemed to be a lot about iPad accessories or iPad "killers" and the nature of consuming content is changing dramatically. And as part of that change, it seems that advertisements have changed as well.

While many magazine publishers are still struggling at grabbing subscription revenue from their iPad digital magazines, a recently completed study by Alex Wang, Ph.D., on behalf of Adobe is showing the effectiveness of ads placed in these digital magazines. Participants in the study who saw the interactive ads had stronger engagement, message involvement, and attitude than participants who viewed the same static ad in a print magazine. Participants who engaged with the interactive ads also perceived stronger interactivity than the participants who saw the static ad. It is easy to speculate that higher ad interactivity could generate higher brand awareness.

All this interactivity combines the best elements of consuming printed content with the Web's full interactivity. Best of all, the tracking of metrics is built right in. Now publishers and advertisers can find out how people really are engaging with their ads and content. This is why a software company like Adobe acquired Web analytics company Omniture; it saw where publishing was headed and how all this fit into Adobe's Publishing Suite. Next step, Adobe just acquired audience optimization firm DemDex.

Matt Langie, an Adobe senior director, told PaidContent: "Audience optimization, which we define as putting all of the data that a publisher collects and matching it to an advertiser looking to reach a specific segment of those users, is the key driver of online advertising's growth."

It won't be long until advertisements in digital magazines will be personalized based on a reader's past participation with content and ads, location, time of day, etc. Might this also be where book publishing's future is headed? Perhaps there will soon be interactive books that are free but supported through targeted advertisements or additional embedded content? The future is always interesting.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Bryan Eisenberg

Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...