ï»ż

Top Story

Home >> Digital >> Article

GC: Premium brands strike gold with digital magazine advertising

01-February-2018
Font Size   16
GC: Premium brands strike gold with digital magazine advertising

At the recently concluded 11th Indian Magazine Congress in New Delhi, Dr. Shashi Tharoor, Author and Honorable Member of Parliament, said, "The magazine industry should leverage the diversity of its ranks along with the disruptive potential of the digital age to stay relevant." His statement also holds good for advertisers who look out for increasing their brand's visibility via magazines. The increasing adoption of digital magazine advertising by premium brands testifies to this fact.

Magzter, the World's largest digital magazine newsstand, launched its premium ad network in 2016. Several renowned brands like Audi, Mercedes-AMG, Volvo, Volkswagen, Canali, BOSS, TAG Heuer, Swatch, Calvin Klein and Titan have tasted success with their digital magazine ad campaigns. Apparently, the interactive ads across best-selling magazines on Magzter not only give advertisers full 'Share of Voice' but also ensure higher returns on investment (ROI) when compared to other forms of digital advertising.

While the industry standards for click-through rate of display ad campaigns vary from 0.1 per cent to 0.2 per cent, it's said that Mercedes-AMG campaign received a staggering click-through rate of 4.01 per cent on the Magzter platform. The success of this ad campaign could be attributed to the engaging full-page interactive ad provided by Mercedes-AMG and its non-intrusive placement in Magzter's iOS and Android apps coupled with the engrossing nature of the magazine's content and its premium reader base.

During his inaugural speech at the second edition of Magzimise awards held on Monday at the India Habitat Centre in New Delhi, Sam Balsara, Founder, Chairman and Managing Director of Madison World and Madison Communication, said, "One thing that ails the magazine industry is also dearth of quality ads as creativity is at an all-time low." However, this hurdle can easily be overcome with digital magazine advertising. Digital magazine ads are easier to track and can be filled with videos, photos and many interactive features that are guaranteed to perform better than traditional ads.

Digital magazine advertising offers a lot of freedom and flexibility to the advertisers, which lead to increased user engagement and interactions. For instance, Jaguar Lighting and Magzter recently ran an innovative campaign wherein two different ads were served during daytime and night-time.

With premium brands across the globe increasingly advertising in digital magazines, it's quite natural that Magzimise awards has a unique category, 'Best Advertising in Digital Magazine,' fittingly sponsored by Magzter. At the second edition of Magzimise awards, Koovs, the online fashion store headquartered in Gurugram, walked away with the Gold award under this category for its campaign during the launch of 'Princess Collection.' Magnum, HUL (Mindshare India) bagged the Silver award for 'Unleash Your Wild Side' campaign, while Raymond bagged the Bronze award for Raymond Digital Integration.
Srikanth Rajagopalan is the VP - Strategic Alliances, Magzter Digital Pvt. Ltd.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Your weekly news roundup, a summary of some of the stories to keep an eye on

He joined the company in 2016 as Head of India and South Asia at Discovery Network

From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands