As AdAge reported, now marketers that pay for advertising space on Conde Nast’s digital editions will receive valuable reader behavior data like time spent on the advertisement, the number of users who accessed the ad and how their specific ad compared to the issue’s overall advertising.
The Wrap’s Lucas Shaw reports that this move by Conde Nast is a major step for publishers and advertisers alike in setting the digital business model. Additional publishers are likely to follow suite in providing advertisers with tablet user metrics.
At the OPA, we believe this new development further feeds the optimism the industry has felt surrounding the tablet as a welcomed new publishing platform. Its also exemplifies how publishers are helping brands further realize the valuable environment premium publishers provide them. As audiences grow and publishers are increasingly able to demonstrate the impact these ads are having, the dollars will follow.
This post originally ran on the OPA Blog.
Archive for Pam Horan 
Publishers Forging Key Partnerships to Bolster Tablet Products
In 2011, the world witnessed the iPad become one of the year’s most popular gift items. Now that more affordable tablets - such as the new Kindle Fire – are coming to the market, it’s no surprise that a recent study by the Pew Research Center found that tablet and E-reader ownership has nearly doubled in the U.S. over the holiday gift-giving period. As the surge in tablet use continues to grow, some publishers are looking to leverage the popularity of tablets through strategic partnerships.
Two examples point to the trend of publisher/tablet maker partnerships. MediaPost reported that Barnes & Noble joined forces with The New York Times to offer consumers who buy a digital subscription of the newspaper on a Nook $100 off of a Nook Simple Touch or Nook Color tablet. AdAge reported a slightly different model, with the announcement that News Corp’s The Daily app will now be available on certain Verizon-marketed devices. Consumers that already own a Galaxy Tab will have access to The Daily app through a software update. Both approaches aim to incentivize tablet purchase and increase app usage.
Since tablet maker/publisher partnerships are relatively new, we will have to wait and see how this seemingly... Read more
