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Driving Your Brand & Retail Tablet Strategy Gerald Farro | Business Development-North America, Digital Publishing


Total Combined Global Tablet Sales, 2010-2015

Source: Gartner, "Forecast: Media Tablets by Open Operating System, Worldwide, 2008-2015" April 2011

Proliferation

0

50

100

150

200

250

300

2010 2011 2012 2015

M


Digital Publishing Suite

Supported Devices

Work"ow

Article Types

iPad

PAN ZOOM

HTML EXTENSIBILITY

WEB CONTENT HYPERLINKS AUDIO

VIDEO SLIDESHOW

IMAGE SEQUENCE PANORAMA

NESTED OVERLAY

PDF HTML PNG JPG

Woodwing K4

Android Tablets Kindle Fire iPhone

InDesign DPS


DPS Generates Revenue for Publishers – DPS Apps in Blue

4

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 5

Constant Product & Engineering Expertise in the Developing Market

Sco# Forstall, Apple

6 of 9 magazines are DPS apps

Jeff Bezos. Amazon

3 of 3 magazines are DPS apps


DPS Distribution Options-Deliver one offs or build brands

6

Multi Folio App Single Folio App


Digital Publishing Suite Enterprise Value

7

§  Merchandise products to drive purchase funnel conversion

§  Targeted content based on audience for relevancy

§  Audience insights

§  Accelerate brand adoption and audience growth

7 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.


ENGAGEMENT



More Content Read in Digital Issues

9

35%

27%

29%

9% Time Spent with Digital Issue per Visit

1-‐5 minutes

5-‐10 minutes

10-‐30 minutes

30-‐60 minutes

§  Users open a Digital Publishing Suite application an average of 5 times per month

§  56% of readers on average spent over an hour consuming content in an application

§  Time spent has increased over 70% in last 6 months

§  Consumers replacing 70% of printed content with digital


Interactivity Drives Engagement

10

39%

11% 19%

10%

12%

9%

webview

slideshow

video

hyperlink

360

Other

§  Web views and video most popular overlay types within applications representing 58% of interactive elements


Interactive advertising in publications

11

§  Of interactive ads, the overwhelming majority are Web view (68%) §  Overlay type allows advertisers to include dynamic information from the Internet

directly in content

68%

19%

7% 4% 1%

webview slideshow video hyperlink other


Tablet Marketing Opportunities


New engagement opportunities-Ad Creative

13

Forward-thinking marketers are reconsidering the interruptive approach to advertising and instead creating magnetic content designed to delight the viewer1 - eMarketer

1,- eMarketer, "Mobile Advertising and Marketing: Moving to the Mainstream, October 2011," Oct 26 2011


Brand Engagement: MARCOLINA SLATE

14

Portfolio & pitch material §  Marcolina Slate features

recent client projects in a portfolio app

§  Immersive, full-screen video introduces the studio’s design work

§  Prospective clients can experience sample work directly in-app


Brand Engagement: RED BULL

15

Lifestyle marketing §  Richer, deeper

experience of the Red Bull brand

§  Extends reach to international markets at reduced cost

§  Incorporates exclusive content – videos and interactivity

§  Noti!cations alert readers of new content


Private Publishing: BIOMET

16

Medical Sales Collateral •  Portable sales tool •  Apps that include:

•  white papers

•  product information

•  surgery videos

•  patient education materials

•  Control distribution of content •  Private distribution via

corporate intranet

•  Restricted distribution based on business unit


DIGITAL

Marketing Communications •  Drive brand

awareness

•  Engage customers through an immersive experience

•  Leverage single application to deliver physician and patient information (restricted distribution)


•  A#ract investment and drive shareholder growth

•  Establish positive relationships with healthcare industry

•  Drive more effective and productive organization activities

•  Human Resources

•  Research

•  Legal

Corporate Communications


Brand Engagement: CREDIT SUISSE

19

Custom publications §  Reinforces Credit Suisse

innovative image

§  Includes business and corporate responsibility reports

§  Extends reach to international markets, younger audiences

§  No new tools for agency designers to learn


Merchandising: SOTHEBY’S

20

Catalogs §  Sotheby’s tablet edition

is more portable than large, heavy printed catalogs

§  Media-rich content brings items to life, increasing likelihood of purchase

§  Analytics provide insight into how clients are using content


Merchandising: RCI ENDLESS VACATION

21

Direct Sales §  RCI’s Endless Vacation

showcases vacation destinations

§  Directly drives travel bookings at RCI-affiliated properties

§  Existing designers publish tablet edition saving time and money


Retail: ASOS-Online retailer designs and delivers for new medium

22

Marketing and T-commerce

•  ASOS extends online presence with blown out creative app

•  Customer contact is maintained via

push noti!cations-”like new arrivals” •  Products are placed in a highly

designed and interactive lifestyle se#ing environment for conversion

•  Browse and shop directly from the

fashion editorials via integration with web-based e-commerce


What are Consumers spending?

Adobe Study Reveals Tablet Users Were Biggest Online Spenders in 2011

Key Report Findings Included:

§  Tablet visitors spent 21 percent more per purchase in 2011 than all other online consumers

§  Tablet visitors spent 54 percent more than smartphone visitors

§  Tablet visitors were nearly three times more likely to buy products and services online than smartphone/desktop visitors

23


DPS Uses a Standardized Implementation Across Content

24

Best Practices Baked Right In

App is pre-implemented with best practice analytics for digital publishing. As users interact, anonymous data is sent about their experience


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Follow Up Inquires: [email protected]

Adobe Digital Publishing Resources & Contact

25

h#p://blogs.adobe.com/digitalpublishinggallery/

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minutes printed content

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