MARCH 03, 2014

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GfK: Top Digital Edition Ads of 2013
Researchers at GfK MRI Starch analyzed more than 27,000 ads within 784 tablet magazine issues in 2013 and published a list of the most recalled ads in 11 categories. What might be the most important takeaway in GfK's analysis is something that was not found -- consistent best creative practices for digital edition ads. The top ad in each category ranged from the static and fairly simple (such as a Neutrogena ad that appeared in Self that scored highest in the skin care category) to the hyperlinked (an ad for Hyatt which linked readers to scored best for resorts & travel accommodations) to the interactive (in the financial products & services category, an ad for Northern Trust which turned into a virtual book with various animations scored best). One factor that GfK did find to correlate with high performing ads was placement within the first 10 pages of the digital edition.
So what? This analysis shows there is still a lot to learn when it comes to how readers are using their digital editions. For some categories and advertisers, an interactive presence might lead to a better response, but interactivity might not guarantee the same result for others. As of now, it appears there's no "one size fits all" solution for digital edition success, so sales teams and advertisers should collaborate as much as possible to determine the best ad solution to meet a campaign's objectives.
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Internet Access Worldwide is Increasingly Shifting to Mobile
In a survey conducted by mobile ad network InMobi across 14 key markets globally, 60% of mobile web users reported that they use phones and tablets as either their primary or exclusive means of going online. This figure is highest in emerging markets such as Indonesia (81%) and India (74%), but is relatively high even in the US (47%). Users in developed markets use more mobile apps, but users in emerging markets are more likely to spend money via their mobile devices. Across all markets, mobile web users tend to engage in mobile activities while watching TV, mainly for social networking and messaging. Mobile is also an important companion while lying in bed, waiting for someone and commuting. When it comes to advertising, 87% of users have noticed mobile advertising on their mobile device, most commonly in a mobile app. Users in the emerging markets – especially in Africa - report feeling much more comfortable with mobile advertising than users in developed markets.
So what? The shift of internet access to mobile devices has a profound impact on online behaviors and consumption habits. Condé Nast brands need to provide their audiences with a superb mobile experience and work with advertisers to ensure their creative engages consumers on mobile devices.
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How “good” is your brand? Millennials Prefer Altruistic Brands
One trait that sets Millennials apart from other generations is that they make an effort to buy from altruistic or socially responsible companies, states a new report by Mintel. More than two in five Millennials agree that they make an effort to buy from “good companies” that support issues they believe in, are active in their community, or donate to non-profits or charities. Just 30% of Boomers agree with the sentiment of supporting “good” companies, and on average, 36% of all adults agree. More affluent Millennials (those who earn $75k or more) are most likely to buy from altruistic companies, with men more likely to buy than women. Parenthood also factors in: Millennial dads are the most likely to make an effort to buy from brands they consider to be good citizens.
So what? Millennials have grown up during a time of significant conversation around social responsibility, so it is no surprise that they like to support altruistic companies and are more cause-oriented than other generations. Condé Nast brands and advertisers should feel proud to highlight their corporate social responsibility practices and stories. Initiatives like Glamour’s Women of the Year Fund, Golf Digest's Golfers Who Give Back and support of the recently announced Bruce Weber DETROIT exhibition at the Detroit Institute of Arts demonstrate philanthropic involvement by both our brands' and advertisers, and might provide another effective way to connect with Millennials.
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Social Media
The Six Ways People Interact on Twitter
More than 500 million tweets are made every day, but is there any a method in the madness? Analyzing Twitter chatter consisting of millions of tweets, retweets and hashtags, the Pew Research Center identified six major types of Twitter conversations: 1) Polarized crowds – Different groups of users who discuss polarizing topics such as politics and commonly do not interact with groups that disagree with them. 2) Tight crowds – Close communities (e.g. conferences and hobby groups) who strongly connect to each other for information, ideas and opinions. 3) Brand clusters – Large fragmented groups who talk about products and celebrities, generating mass interest but little connectivity. 4) Community clusters – Many small groups that cluster around global news events and popular topics, but are mostly disconnected from each other. 5) Broadcast network – Loyal followers who retweet news media outlets and pundits, without much additional interaction. 6) Support network – A company, government agency, or organization that responds to complaints and customer requests from many disconnected users.
So what? Pew’s mapping of Twitter conversations help us better understand the variety of ways people interact and form groups online. It can help Condé Nast brands identify which conversation types they currently have with their social audiences and make decisions on how to enable the conversations they wish to have.
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Quick Takes
Worldwide, iPhones Are Becoming Increasingly More Expensive than Androids
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When It Comes to Their Bodies, Men & Women Both Worry Most About Their Stomachs
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PGA Fans More Likely to Consume Sports Content Digitally Than Other Sports Fans
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Democrats Prefer Their Chocolate Filled with Almonds, Raisins or Coconut; Republicans Like Peanut Butter
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 |

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights