Advertising is on the cusp of change with the advent of highly engaging, interactive tablet ads in digital magazine titles. The presentation was shown from Stopp at the Adobe DPS Summit in Stockholm. http://www.adobe.com/se/event/dps-summit/agenda.html Digital magazines on tablets provide an optimal platform for brand value where leading advertisers are leveraging tablet ads within their traditional marketing campaigns to accelerate brand awareness and product recall.

1. www.stopp.se

2. ✓ Post production (VFX, 3D, Grading, Lab)
✓ Sound
✓ Interactive / Mobile (tablet publishing)
STOCKHOLM • LINZ• LOS ANGELES
www.stopp.se

3. INTERACTIVE TABLET ADS
To create brand awareness
and product recall!

4. External example: http://www.youtube.com/watch?v=PLebMKWCElQ

5. DIFFERENT FORMATS
PRINT WEB TABLET
••• •••

8. Video: http://stopp-la.com/priusfamily

10. ADVANTAGES TABLET FORMAT
7am 12pm 7pm 9pm
2nd device

11. ADVANTAGES TABLET FORMAT
•Combines desktop & mobile (84% pc tasks)
•Ad platforms report up to 600% growth
•Reader used to full page advertisement
•Targeted ads
•Ad metrics & performance
•Big potential for creativity & technology

12. External example: https://vimeo.com/40279668
•Compass
•GPS

13. ADVANTAGES INTERACTIVE ADS
•Higher attention span, more “creative” users
which are open to advertisement
•30% longer exposure vs static ads
•50% engage with interactive ads
•90% learned more about the product
•interactive ads are more memorable & engaging

14. VS
interactive ad ≉ interactive ad
External example: http://www.youtube.com/watch?v=vznbI7fwrAg

15. Stopp

16. Stopp

17. Video: https://vimeo.com/61653364
AD FORM: LIVE SOCIAL MEDIA INTEGRATION

18. Stopp
PRODUCT DETAILS
360° with hotspots & explosion view

19. PRINT TABLET
SHOWCASE 2013 LEXUS ES

20. External example: http://www.youtube.com/watch?v=TkpF377xsDU

21. PRINT WEB
WHAT MAKES IT UNIQUE?
TABLET
UX

22. Stopp

23. •HTML5
•Gyroscope sensor
Stopp

24. VALUABLE USER
EXPERIENCE
≉
COST INTENSIVE
PRODUCTION

25. VALUABLE USER
EXPERIENCE
≈
CREATIVE APPROACH
PLATFORM CAPABILITY

26. PRODUCTION
ADOBE DPS
Native features
•Hot spots & overlays
•Slideshows
•Image sequence
•Pinch & zoom
•Video & audio
•360° panorama

27. External example: unknown

29. PRODUCTION
HTML + CSS3 + JS
Web Standard
ADOBE DPS
Native features
HTML

30. Video / Audio
Typography
CSS3 / 2D, 3D Animations
Graphics support / SVG / Canvas
Application cache / offline storage
Realtime communication / Web sockets
Geo location
Hardware access / Accelerometer & Gyro
Semantic markup
....

31. •Responsive
•Cross platform
•Animations
Stopp

32. ???
PUBLISHERS &
ADVERTISERS

33. ???PUBLISHERS
•Rapid development of framework
•Ad specifications for advertisers?
•How to sell digital print?
•What price models?

34. It’s not only about exposure,
it’s about user experience
which leads to brand awareness
& product recall.

37. ???ADVERTISERS
•What is feasible on this platform?
•Possible production scenarios?
•What metrics are relevant?

38. WORKFLOW DIGITAL PRINT ADS
PUBLISHER STOPP AGENCY END CLIENT
Consulting
Possibilities & Inspiration
Creative concept
Interactive digital print
Production / Content
Adobe DPS / HTML5
QA & delivery
Testing and QA for dedicated App
Direct integration in Adobe DPS
Specifications &
Price models

39. External example: http://adland.tv/commercials/vgt-ipad-ad-datum-magazine-blood-sticks-fur

40. THANK YOU!
Norbert Täubl
norbert@stopp.se
StoppFamily
www.stopp.se