By: Sarah Rodi
Consumers are constantly surrounded by media influences; it is a significant part of our daily lives. Americans tend to spend the most time absorbed by media use, an astounding 347 minutes per day with traditional media and 470 minutes per day with digital media. Additionally, in the digital landscape, it has become popular to create and share digital editions that are hosted by a digital publishing platform. What does this mean to you, as a digital advertiser? You will be able to level up your digital advertising by placing ads in digital editions. In this article, we will talk about the 4 key reasons advertising in a digital edition will add value to your business.
Secure Brand Safety
The first issue we will examine is brand safety. Brand safety refers to channels and practices that help brands avoid any ad placement or context that can potentially harm your brand’s reputation. When it comes to your brand, everything is on the line. You work hard to build your brand and the image it conjures up. That’s why, when it comes to locking in brand safety, it’s important to know where your advertising is landing.
Oftentimes, brands relinquish control over where their ads are placed. Ads could be placed next to contentious content that does not reflect the standards of your brand. This placement can lead to significant losses of revenue or potentially destroy a company’s brand. Advertisers want to know where their ads are going so they can maintain peace of mind that the company and brand they built are still reflecting their values.
This is a key reason to advertise in a digital edition. Digital catalog publishing offers clean editions with no surprises. You have control over the content of your digital publication. And you can add video pop-ups, audio clips, embedded videos, and gif animations to help tell your story and present the ads in a clearly outlined digital publication media kit. Since multiple revisions can be made easier with the digital publishing software, if you notice anything that needs changing once the publication is released, you can easily make those changes.
Sculpt Personalized Marketing Options
Digital editions allow you to sculpt highly personalized marketing opportunities that speak directly to your target audience. One way is by giving you a workaround to the ad blockers. Ad-blocking software can be a struggle for advertisers and a bump in the road that publishers must get around to continue counting on ads for revenue. Most digital publishing software tools provide viewers that are free from ad blockers. You can advertise alongside the digital editions users are viewing. This provides an option to navigate around ad blockers.
The second way to craft a personalized marketing strategy is the personalization of the materials. Thanks to analytics, you can keep track of the content your readers are the most interested in, and tailor your marketing efforts accordingly. With social media and websites, you can tie this information together to the advertising in the digital edition, to ensure that your viewers are seeing your ads. Many consumers do find personalized ads to be more appealing to them. Digital editions allow you to create an experience that is hyper-focused and can reach audiences in many parameters such as interest or location. Track the data to gain a deeper understanding of how your users engage with your content and leverage these interests to create a more targeted ad campaign plan that will increase engagement and ROI.
Increase Engagement
While many consumers do find personalized ads appealing, online advertising and social media can be polarizing as well. Sometimes, ads personalized to our interests creep us out by appearing in our feeds seconds after we’ve searched the topics or items in them but when we are looking for something specific, it’s handy to have an ad pop up at that moment. Consumers take in an extraordinary amount of media. It is almost like a big city with all the lights, traffic, and noise constantly going off in our heads.
Digital editions are one way to cut through the digital clutter and offer a clean, simple space to provide information, content, and advertising. Because digital editions operate like magazines or catalogs, readers feel comfortable flipping through them and they can absorb marketing and content for longer periods. Since digital editions are powered by digital catalog software, you can easily add rich-media elements to the content to enrich the user experience and encourage deeper engagement. Ads placed in digital editions gain more minutes of engagement than if they are placed solely on a website.
Go Native
Lastly, consider native advertising. Digital editions are a perfect fit for native advertising, as they allow for ads to be placed cohesively within the page content and perfectly assimilated into the design. Ads within digital editions act consistently with the digital publishing platform itself and feel very natural to the viewer as if they belong there.
Traditional ads are becoming adverse to consumers who do not want to feel like they are being “sold to.” Consumers skip over ads whether on a video or a site. Ads that assimilate with the content do best as they become part of the experience and do not pull the viewer away from the content they wish to consume.
This is where digital editions come into play. They look and feel like magazines and naturally allow embedded videos or pop-ups to be placed on their pages. Readers can flip through and see all of the content at once, including ads. There isn’t a need to be bombarded in the middle of the experience or to go to a specific page to view the ad. The switch to advertising in a digital edition will be a clean and smooth experience.
Summing It Up
Learning to meet the needs of the current consumer may feel like a daunting task. However, advertising in a digital edition makes a lot of sense and gives both you and the consumer a break from all the media noise by providing a quiet spot for your ads to shine.
