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MEASURING MAGAZINE MEDIA ON MOBILE PLATFORMS 1


12 DIGITAL EDITIONS, 4 PLATFORMS

2


BUSINESS MODEL CONSIDERATIONS •  •  •  •  •  •  • 

Digital editions treated as extensions of print rate base Scarcity of ad inventory No third-party ad serving Adobe DPS Ideal: Create Once/Publish Everywhere Digital Editions vs. “Replicas” vs. One-Off Apps Diversify consumer options à Tiered Subscriptions Authentication as consumer activation strategy

3


TECHNICAL CONSIDERATIONS •  Closed environment of apps •  No cookies, no 3rd party pixels •  Web links return to app •  Omniture tags embedded by DPS

•  Distributor limitations •  Push notification •  Data capture

•  •  •  • 

Container apps: current issues, back issues, samples Tag reporting latency Page definitions affected by orientation, screen size, HTML5 Complex ecosystem for upgrades

4


CIRCULATION BASICS ABC DIGITAL CIRCULATION

AUTHENTICATION

Active Paid Digital Subscribers + Single Copy Digital Sales = Total Consumer Paid Digital Issues

Paid Print Subscribers with Activate Access to Digital Edition

5


FOUR PROPOSED INDUSTRY CORE METRICS TOTAL TABLET ISSUE READERS

Issues opened by individual readers

TOTAL SESSIONS PER ISSUE

Total number of times an issue was accessed

TOTAL TIME SPENT PER READER PER ISSUE

Time spent, on average, with an issue across the total audience

AVERAGE NUMBER OF SESSIONS PER READER PER ISSUE

Average number of times each reader accessed the issue

TIMING: Monthlies – 8 weeks Weeklies – 5 weeks 6


CONDÉ NAST ISSUE-LEVEL METRICS

PAID DIGITAL SUBSCRIPTIONS

CONDÉ NAST DIGITAL EDITION AD METRICS

ABC TOTAL DIGITAL CIRCULATION

Total digital subscriptions to the magazine as of the end of the current reporting month.

27,948

DIGITAL SINGLE COPY SALES Total single copy sales of the digital edition through the end of the current reporting month.

Digital circulation reported to ABC and added to total circulation.

TOTAL ISSUE OPENED

CIRCULATION 5,189 33,137

Count of unduplicated readers that have accessed this issue of the digital edition.

53,960

TOTAL SESSIONS TO THE ISSUE Number of sessions within this issue of the digital edition.

READERS

177,108

TOTAL CONTENT VIEWS Total number of content views within the issue (ad & edit)

5,712,489

AVERAGE SESSION LENGTH (MINUTES) Average number of minutes spent within the issue per session

Reporting Date Range: 12/6/2011—2/15/2012

14.0

ENGAGEMENT

AVERAGE READER LENGTH (MINUTES) Average number of minutes spent within the issue per reader

45.9 7


CONDÉ NAST AD-SPECIFIC METRICS CONDÉ NAST DIGITAL EDITION PREMIUM AD SPECIFIC METRICS Vanity Fair – January 2012 Issue Reporting Date Range:

READERS/ EXPOSURES

INDEX TO AVERAGE

19,382

93

TOTAL NUMBER OF AD ENGAGEMENTS

READERS/ EXPOSURES

INDEX TO AVERAGE

Total number of views of an ad. Ad exposure is counted when reader has stopped and the ad is fully displayed on the screen.

26,619

94

READERS/ EXPOSURES

INDEX TO AVERAGE

6.6

95

UNDUPLICATED READERS Count of unduplicated readers that have accessed this Ad

AVERAGE TIME SPENT ON AD (SECONDS) Average Time Spent On Ad in seconds

12/6/2011—2/15/2012

INDICES ARE CREATED BY COMPARING THE ADVERTISEMENTS PERFORMANCE AGAINST THE ISSUE AVERAGES.

Reporting Date Range: 12/6/2011—2/15/2012

8


SO WHAT ARE THE METRICS TELLING US? •  Is the market changing as it gets bigger? •  Are consumer behaviors changing?

9


DIGITAL EDITION SUBS: YOUNGER & MORE AFFLUENT AGE INDEX

HHI INDEX

HOME VALUE INDEX

ALLURE

87

116

144

BRIDES

97

118

141

CN TRAVELER

80

105

126

GLAMOUR

87

108

123

GOLF DIGEST

81

116

137

GQ

90

118

138

SELF

87

106

128

THE NEW YORKER

79

106

111

VANITY FAIR

82

109

125

WIRED

89

109

126

INDEX = DIGITAL SUBS DIVIDED BY PRINT SUBS X 100

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READERS STILL TEND TO PAGE THROUGH ISSUES FROM LEFT TO GLAMOUR RIGHT JANUARY 2012 ISSUE READING FLOW 60,000 50,000 40,000 30,000 20,000 10,000 0 1 2 3 4 5 6 7 8 9 10 11 12 1314 15 16 17 18 19 20 21 22 2324 25 26 27 28 29 30 31 32 3334 35 36 37 38 39 40 41 42 4344 45 46 47 48 49 50 51 VISITS SOURCE: OMNITURE

11


FEATURES IN THE WELL ATTRACT LONGER “DWELL-TIMES” GQ ISSUE READING FLOW JANUARY 2012 120,000

90 80

100,000 70 80,000

60 50

60,000 40 40,000

30 20

20,000 10 0

0

VISITS

TIME SPENT 12


BEGINNING TO SEE MORE DIRECT NAVIGATION IN SOME CASES THE NEW YORKER READING FLOW JANUARY 2ND ISSUE

80,000

350

70,000

300

60,000

250

50,000 200 40,000 150 30,000 100

20,000

50

10,000 0

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44

0

VISITS 13


LAST SUMMER WE REPORTED PRINT & DIGITAL ACCUMULATION CURVES WERE CLOSE FOR WIRED WIRED SEPT ISSUE AUDIENCE ACCUMULATION 100% 80% 60% 40% 20%

WIRED PRINT WIRED DIGITAL

0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

14


FINDING SAME FOR OTHER TITLES GQ SEPT ISSUE AUDIENCE ACCUMULATION 100% 80% 60% 40% 20%

GQ PRINT GQ DIGITAL

0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

15


READERS LOOK AT MOST PAGES, BUT VELOCITY VARIES AVG PAGES/ISSUE AVG PAGES/MINUTE ALLURE

78

3.09

GLAMOUR

95

3.00

GOLF DIGEST

138

3.96

GQ

155

4.57

SELF

81

2.83

VANITY FAIR

106

2.31

WIRED

85

2.83

SOURCE: JANUARY 2012 ISSUES

16


READING SESSIONS YIELD SIMILAR NUMBER OF PAGE EXPOSURES CONTENT VIEWS/VISIT (GQ JAN 2012)

60

50

40

30

20

10

0

LESS THAN 1-5 MINUTES 5-10 1 MINUTE MINUTES

10-30 MINUTES

30-60 MINUTES

1-2 HOURS 2-5 HOURS 5-10 HOURS 17


BIGGEST VARIATION IS TIME SPENT PER AD JANUARY 2012 ISSUE

GOLF ALLURE GLAMOU R DIGEST

AVERAGE ENGAGEMENTS PER AD

13,984 32,757 29,906 53,872 17,350 28,255 41,764

GQ

SELF

VANITY FAIR

WIRED

AVERAGE TIME SPENT PER AD (SEC)

8.2

13.0

7.8

7.9

6.6

7.0

8.4

AD WITH LONGEST DWELL TIME

12.3

21.0

10.7

15.2

8.9

10.7

36.8

5.3

7.2

6.1

4.6

4.1

5.1

3.8

AD WITH SHORTEST DWELL TIME THE AVERAGE TIME SPENT ON THE AD (SEC)

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ADS WITH INTERACTIVITY OR LINKS ATTRACT MORE ENGAGEMENT AD PERFORMANCE INDICES BY FORMAT VISITS

VISITORS

216

216 163

100

100

STATIC

100

114

116

119

STATIC W/WEBLINK

SOURCE: JANUARY 2012 ISSUES: WIRED, SELF, VANITY FAIR, GLAMOUR, ALLURE, GOLF DIGEST

PREMIUM

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AMONG PREMIUM ADS, 360 ROTATIONS ARE MOST ENGAGING PREMIUM AD EXECUTION

463

500 450 400 350

TIME SPENT INDEX

300 250 200 150

124

118

134

100 50 0

SLIDESHOW 30 VIDEO INTERACTIVE PHOTO 360 SOURCE: JANUARY 2012 ISSUES: WIRED, SELF, VANITY FAIR, GLAMOUR, ALLURE, GOLF DIGEST

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SAMSUNG WIRED

NOV 2011

CLASS:

STATIC

PAGE:

105

SESSIONS:

34,982

READERS:

25,837

TIME:

37.7 SECONDS

TIME SPENT INDEX:

561

21


GE WEEKLY WELLNESS WIRED

JAN 2012

CLASS:

PREMIUM

PAGE:

2

SESSIONS:

55,074

READERS:

42,202

TIME:

36.8 SECONDS

TIME SPENT INDEX:

438

22


ASCLERA速 (POLIDOCANOL) INJECTION SELF

DEC 2011

CLASS:

LINK

PAGE:

55

SESSIONS:

6,983

READERS:

5,446

TIME:

63.6 SECONDS

TIME SPENT INDEX:

424

23


JAGUAR GQ

NOV 2011

CLASS:

PREMIUM

PAGE:

23

SESSIONS:

39,153

READERS:

27,513

TIME:

20.4 SECONDS

TIME SPENT INDEX:

309

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BMW WIRED

DEC 2011

CLASS:

PREMIUM

PAGE:

5

SESSIONS:

58,509

READERS:

41,525

TIME:

24.6 SECONDS

TIME SPENT INDEX:

304

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CADILLAC VANITY FAIR

NOV 2011

CLASS:

PREMIUM

PAGE:

9

SESSIONS:

18,914

READERS:

14,478

TIME:

22.0 SECONDS

TIME SPENT INDEX:

304

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THIS MONTH ON BRIDES.COM BRIDES

JAN 2012

CLASS:

LINK

PAGE:

4

SESSIONS:

4,449

READERS:

2,748

TIME:

30.0 SECONDS

TIME SPENT INDEX:

292

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THREE TAKEAWAYS •  Behavior continues to look like magazine behavior •  Length of reading session not a good guide to advertising engagement •  Multi-page units, multi-link units, advertorials and premium ads – especially 360 rotations – are best at engaging consumers.

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MEASURING MAGAZINE MEDIA ON MOBILE PLATFORMS 29

Scott McDonald Presentation  

Scott McDonald IMMAA Presentation

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