The publisher recently completed a survey and a series of interviews of people who downloaded apps for its GQ, Wired, Vanity Fair and Glamour magazines. A goal was to give both editors and advertisers a better understanding of who was looking at the apps, how much time they were spending with them and what they liked and didn’t like about the experience.
Based on its findings, Condé Nast’s five recommendations about iPad Advertising are: to take advantage of functionality, to provide clear instructions on how users should engage with an app, to supply additional information but avoid repurposing creative assets used for other media, to remember to tell a story and to lead users “down the purchase funnel.”
Survey respondents indicated that they responded positively to the additional functionality of the iPad. With that in mind, Condé Nast suggests that advertisers include “compelling and unique experiences” with video, photo galleries and links to Web sites—especially links that enable users to directly purchase the featured product.
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