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Driving Your Brand & Retail Tablet Strategy Gerald Farro | Business Development-North America, Digital Publishing
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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
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DPS Generates Revenue for Publishers – DPS Apps in Blue
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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
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DPS Distribution Options-Deliver one offs or build brands
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Multi Folio App Single Folio App
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Digital Publishing Suite Enterprise Value
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§ Merchandise products to drive purchase funnel conversion
§ Targeted content based on audience for relevancy
§ Audience insights
§ Accelerate brand adoption and audience growth
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ENGAGEMENT
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More Content Read in Digital Issues
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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
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Interactivity Drives Engagement
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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
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Interactive advertising in publications
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§ 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
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Tablet Marketing Opportunities
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New engagement opportunities-Ad Creative
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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
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Brand Engagement: MARCOLINA SLATE
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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
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Brand Engagement: RED BULL
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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
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Private Publishing: BIOMET
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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
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DIGITAL
Marketing Communications • Drive brand
awareness
• Engage customers through an immersive experience
• Leverage single application to deliver physician and patient information (restricted distribution)
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• 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
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Brand Engagement: CREDIT SUISSE
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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
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Merchandising: SOTHEBY’S
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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
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Merchandising: RCI ENDLESS VACATION
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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
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Retail: ASOS-Online retailer designs and delivers for new medium
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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
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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
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DPS Uses a Standardized Implementation Across Content
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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: gfarro@adobe.com
Adobe Digital Publishing Resources & Contact
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