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GC: Premium brands strike gold with digital magazine advertising

01-February-2018
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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.

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