Saturday, October 03, 2015

British Vogue Research: Ad-blocking has limited impact on visually-oriented publishings

Fears have been mongering around since Apple unveiled its most recent iOS system allowing ad blocking. Nevertheless, this trepidation, according to Vogue UK’s research, is overblown, and that there could be a silver lining for publishers and brands should they start to shift onto digital platforms.

 The 2015 British Vogue Business Report surveyed 2787 upper-middle-class women to look at the evolving reader relationship with magazines in print and online, and concluded that people’s overall attention to advertisement across all platforms has never been higher, with significant increases for websites and digital editions.

            In addition, over 75% of under-35s said they trusted advertising and other paid-for communications, and a whopping 94% of magazine readers said they paid attention to website advertisements. The premium ads featured on Vogue’s website were described as “genuine” and “appealing” by the likes of Vogue.

            Besides British Vogue’s studies, other researches also bolstered the conclusion that the panic was wildly exaggerated. According to JPMorgan, people were half as likely to block ads on mobile, since ad blocker applications only affect ads on mobile browsers rather than those within apps. In addition, ad blockers of iOS 9 are only able to block pop-ups in Safari, a browser that occupies 23% of total share on tablet and mobile, and an even scantier 4% on desktop.

Moreover, in the context of readers and users of glossy magazine brands in print and online, advertising perusing becomes part of the experience. Half of Vogue’s pages are composed of high quality and engrossing advertisements on which viewers enjoy spending time viewing. Oftentimes the key issues for visual-oriented magazines are to create visually appealing ads so as to captivate readers’ attention rather than to eliminate them altogether. As a result, to generate greater revenue, future publishers should create less but more effective ads.

One short-term solution is to create native, video and branded contents. Publishers could feature product placements within their editorial photo shoots, and create tutorial videos featuring Shoppable Ads integrated within the contents. For high-end brands, followers expected to see more video contents and more exclusives on parties and runway shows. Burberry recently presented the premiere on its exclusive “Functionregalia” collection on Snapchat including a never-before-seen glimpse into its design studios, bringing about the largest audience to date among all other Burberry’s social media platforms have realized. Burberry is said to host a live make-up tutorial on cosmetics in due course that would be streamed exclusively on Sephora’s YouTube channel.


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