News

Standardizing Audience Data for Tablet Use

September 20, 2013

A little while back, we talked about the pros and cons of digital editions as part of a content marketing strategy.  At the time, we mentioned how some publishers are using their analytics to expand their audience and advertising. In fact, Conde Nast uses their analytics to offer metrics to advertisers, in an effort to encourage them to invest in digital editions.

As it turns out, there is a concerted effort to standardize audience data reporting for tablets, so that publishers can engage advertisers even more effectively.

In collaboration with MPA -- The Association of Magazine Media (MPA) and the American Association of Advertising Agencies (AAM), Adobe has released integrated audience metrics with their Digital Publishing Suite (DPS).

This is a first effort at meeting the guidelines set forth by MPA and AAM, and all parties hope it is a significant step towards standardized reporting.

Metrics from the DPS include:

  • Total # of tablets per issue
  • Total number of sessions per issue
  • Average amount of time spend per reader per issue
  • Average number of sessions per reader per issue

As the first certified platform for tablet audience data, Adobe has released their development methodology, in hopes that other vendors can follow suit and help move the industry to a set of official standards by early next year.

The effort also reflects how important audience data has become for publishers to solidify their digital and online business and make more money from advertisers and sponsors, while increasing Revenue per Reader. See Folio for the rest of the story on tablet metrics.