For magazine veterans watching the magazine app space evolve on tablets there are no surprises in Kantar Media’s new survey of advertising on the platform. Magazine app publishers generally are relying on their current client base, tending to repurpose print ads without enhancement and running fewer ads in apps overall. But Kanrtar is offering a comprehensive overview of the state of the market across scores of titles.
As expected, more than 90% of ads appear in tablet magazine apps correspond with ads also in the print title. For now, at least, the tablet is not helping publishers expand their advertising base, the metric suggests. On average the apps ran only about 60% of the number of ads as their print counterparts, although Kantar says that average represents a wide range. In come cases the apps saw only 10% of the ads of the print version and in other cases the apps carried as high as 150% of the ad load.
Among the ad categories most notably absent from tablet editions in pharma. Very few ads for prescription drugs were found in tablet mags.