TAKEAWAY: Here are two tablet ads that show us how advertising should appear in the new platform. They attract us, tell a story and fit and exploit what the tablet does best. Plus, they are easy on the eyes.
I discovered these amazing tablet ads to which I link below, during my time with the Brand Perfect NYC conference a few days ago. Cameron Connors, executive director, The Studio at Condé Nast , gave a presentation in which he showed the ads, as used by GQ.
As readers of this blog know, I am a proponent of a new type of advertising specifically crafted for the tablet.
These ads, or “advertising suites”, weave a story around the product they promote and allow for pop up moments and user engagement, while fitting well with the rest of the look and feel of the publication in which they appear.
The ideal tablet advertising accomplishes three goals:
—Engages the users
—Allows for interactivity
—Tells simple but memorable stories
I asked Cameron to send me links to those ads he showed during his Brand Perfect presentation, as they resonated with me as the type of ads of which we should see more. I also wanted to know how Cameron feels about the fact that so few newspapers and magazines are turning to more creative and immersive tablet advertising.
Here is what Cameron had to say:
It can be largely attributed to brand and how they are budgeting. In some cases….perhaps tablet advertising has not been prioritized by those who manage brand budgets.
I also believe that bringing more creative advertising to tablet editions of newspapers and magazines has been rather slow in appearing because publications depend on advertising agencies to provide them with the ads, and the agencies, in my view, are not moving quickly enough in this area.
This means that, whenever the resources allow it, newspapers and magazines need to take the initiative in creating the more creative and immersive ads for their tablet editions, perhaps collaborating with the agencies.
We must remind the agencies that the tablet is a very specific platform, with great potential for multi sensory experiences via advertising.
It is not enough to simply take a video custom made for television, and use it in the tablet. Such videos usually do not allow for the immersive user experience that the tablet was created for. The same applies to banners and print-inspired ads that should have never even made an appearance in a tablet app.
Sadly, we are not seeing much of the immersive ads.
Until this happen, it will be a slow process to see more of the type of tablet ads we see here from Cameron Connors’ Conde Naste presentation for the Brand Perfect NYC conference.
Take a look at these great tablet ads
Hope you will be inspired by these great tablet ads, and find ways to begin the process of getting such style advertising into your tablet editions. Click on the link to see the actual ads as they appeared in GQ’s tablet edition
https://dl.dropbox.com/u/2181777/Demos/Hyundai_Genesis_RaceToTheTOC_2012.mov
https://dl.dropbox.com/u/2181777/Demos/Omega_GolfDigest_2012.mov
What do these ads have in common?
They appeal to us from the start.
They tell a story about the product, but in an engaging manner, visual, animated, making us enjoy it on the tablet in a way we could not in a traditional print product.
There is movement, activity and we feel as if we are reading a story in the publication, not watching an ad.
Basically, one cannot easily discard these ads as we do banners and other more pronounced print-oriented ads that appear in tablets.
It is time for us to start pushing for more of these ads. Who is doing it already? Who is doing right? Let me know as this should continue to be an ongoing conversation in TheMarioBlog.
An interview with Cameron Connors of Conde Naste
Interview: Cameron Connors, Condé Nast
http://brandperfect.org/index.php/knowledge/interviews/350-interview-cameron-connors-conde-nast
Our previous blog posts about tablet advertising:
With magazine advertising surging, time to get more creative about mobile platform ads
https://garciamedia.com/blog/articles/with_magazine_advertising_surging_time_to_get_more_creative_about_mobile_pl
iPad Ad Lab #4—Those comfy advertising suites
https://garciamedia.com/blog/articles/ipad_ad_lab_4—those_comfy_advertising_suites
The iPad Lab: Creating the advertising suite
https://garciamedia.com/blog/articles/the_ipad_lab_creating_the_advertising_suite
Of special interest this week
Mobile-first: Breaking News shifting focus to mobile
http://www.journalism.co.uk/news/mobile-first-breaking-news-developing-new-apps/s2/a552039/
5 reasons mobile will disrupt journalism like the Internet did a decade ago
http://www.poynter.org/latest-news/media-lab/mobile-media/204107/5-reasons-mobile-will-disrupt-journalism-like-the-internet-did-a-decade-ago/
Journalists Need Advertising 101
The News Tribune Redesigns With Print Audience In Mind
http://www.editorandpublisher.com/TopStories/ASection/The-News-Tribune-Redesigns-With-Print-Audience-In-Mind
NY Times Opens Digital Archive To Advertisers
http://www.netnewscheck.com/article/24375/ny-times-opens-digital-archive-to-advertisers
Where’s Mario until March 2, 2013?
Mario’s upcoming speaking engagements
Take advantage of our iPad Design/Ad Lab workshops
Do you want to take your brand to the next level by creating a tablet edition? Garcia Media can help. We now offer one- to two-day iPad Design Lab workshops on demand to jumpstart your presence on this exciting new platform. We also offer iPad Ad Lab workshops to develop engaging advertising models for your app. Contact us for more information.
Purchase the book on the iBookstore
iPad Design Lab has been given the QED Seal
The QED (Quality–Excellence–Design) Seal is bestowed by the judges of the Publishing Innovation Awards after “a thorough, professional 13-point design review with an eye towards readability across multiple devices and in multiple formats.”
Learn more about the QED Seal here.
The EPUB version of book is HERE:
Now available: The EPUB version of  iPad Design Lab: Storytelling in the Age of the Tablet, ready for download via Amazon.com for Kindle:
http://tinyurl.com/8u99txw
Here is how you can get iPad Design Lab book:
The original version of the book is the multitouch textbook version available on the iBookstore for iPad (iOS 5.0 and up):
https://itunes.apple.com/book/ipad-design-lab/id565672822
This version includes video walkthroughs, audio introductions to each chapter, swipeable slideshows, a glossary and a sophisticated look and feel.
Apple only sells multitouch textbooks in certain countries at this time, unfortunately. Copies are available in at least the following countries: Australia, Austria, Belgium, Canada, Finland, France, Germany, Great Britain, Greece, Italy, Latvia, Luxembourg, The Netherlands, Poland, Portugal, Romania, Slovakia, Spain, and the United States.
For those in other countries and without an iPad, we have made the book available in a basic edition for other platforms. This basic edition includes the full text of the original, along with the images and captions, but lacks the other features such as audio and video. It is available on the following platforms in many countries:
Amazon Kindle:
http://amzn.to/SlPzjZ
Google Books:
http://bit.ly/TYKcew
Take a video tour of iPad Design Lab
“iPad Design Lab” trailer on Vimeo.
Read the Society of Publication Designers’ review of The iPad Design Lab here:
http://www.spd.org/2012/10/must-read-ipad-design-lab.php
Keep up with Mario Garcia Jr.. via Garcia Interactive: helping transform online news since 1995.
www.garciainteractive.com