I work at Time and one of the biggest challenges we currently face is how to track our tablet users experience. Currently, the experience is the following. I tablet users (let's say the Ipad) goes to the Apple Store and they search for a magazine app - let's say Time Magazine. They download the free container and then they are asked to either purchase a single copy or subscribe for a monthly or annual subscription. Since the customer is technically an apple consumer we (Time) are only entitled to ceratin amount of information. Also, if we try to push direct response efforts to get people to transact within the apple store we loose all tracking ability. For example, let's say we have a banner ad that says, try a free issue of Time Magazine (which we do offer by the way). Once someone clicks on the links it sends them to the apple store and then we loose all tracking. We don't know if they downloaded the free issue or if they purchased an issue. We know nothing... It's quite frustrating and I believe a problem most advertisers are having... It will be interesting to see what happens.
No comments:
Post a Comment