Why advertisers and publishers should go more digital
People use tablets for many reasons, looking cool and trendy is perhaps one of these reasons, but many people found in tablets as astonishing alternative to the traditional reading experience, the medium itself is richer than ever, a magazine is not just a dull set of colorful pages magazine, in the time of tablets publications can combine video, audio and interactive components that will revolutionize the way you consume media.
At a seminar that was held last month in Dubai Media City, Joe Karkour, the Regional Business Development Manager of Adobe in the Middle East, revealed some interesting figures about the tablet market in the USA and the UAE, according to Karkour’s figures, 57% of US consumers expect to purchase an e-reader/tablet in the next 3 years, while 49% of US tablet owners consume magazines/books/newspapers, with predictions that subscription revenue for interactive periodicals in the US will hit $3 Billion by 2014, pretty impressive.
Here in the UAE, where the iPad is the dominant tablet brand with 85% market share, 15% of total technology consumer spending is on tablets, approximately AED 5 Billion last year, this percentage is expected to grow to reach 25% this year. Mr. Karkour mentioned that 44% of tablet users across the UAE read news on their tablets.
These figures can mean only one thing, a new way to reach, target and engage with your audience, the next couple of years the readership of digital magazine will increase significantly, which will attract advertisers in their hunt for potential consumers, it’s not about quantity only, but it’s about quality as well, brands can engage the consumer through tablets in many ways; offering more details about the product, interacting with the brand on social media and eventually purchasing the product. Imagine a user reading an article about sport wear, they find an ad from Adidas, they can read more about that product, perhaps watch a video about it, like it on Facebook, download an app and who knows, maybe buy the product through Adidas ad in that magazine, an unmatched mobile-consumer-environment!
And it’s pretty much similar to publishers, offering a digital version of your publication will widen your audience, which will open a new revenue stream from advertising budgets and subscription fees. Tablets can take the user experience to new levels, whether it was a magazine, a newspaper, TV network or a radio station, you can create a digital version for tablets where you can add more content and enable users to interact with your content, with print you are limited with the space, in prints it’s by centimeters, on TV it’s per second, you won’t face that on tablets, imagine you want to include the full history of cars or you have a TV show that you would like to introduce full details about to your audience, tablets can enable that, one might ask isn’t this what website can offer? Well, yes, but think of the mobility of the tablets.
By the way Adobe is offering a 50% discount on pro video tools throughout the month of October, you can upgrade to Adobe Creative Suite 5.5 Production Premium Suite or Adobe Premiere Pro Creative Suite 5.5. Visit this link for more details: http://www.adobe.com/uk/products/creativesuite/production/buying-guide.displayTab2.html
Why tablets are great for both advertisers and publishers:
