French magazine publisher Groupe Marie Claire is enhancing its publications’ digital ad campaigns with the ability to elect in-image advertising to drive mobile and desktop click-throughs.
The past few years have witnessed a transition for magazine readers as they have moved from print to virtual versions. Although there are many drawbacks to this change for the magazine industry, publishers have an edge through online advertising, such as in-image, that will generate click-throughs, driving traffic and increased brand awareness.
“In-image advertising is not anything new, we've seen this and utilize this method as well and have for years,” said Marci Troutman, CEO of SiteMinis, Atlanta. “I would say this engagement is most likely a test for gaining further reach on their campaigns.
“If the campaigns are just image based without action, there is less chance of data collection for more profitable campaigns following. Allowing the consumers a way to click into the image to further their experience is much more beneficial.”
Ms. Troutman is not affiliated with Marie Claire Group but agreed to comment as an industry expert.
In-image advertising, often used in YouTube videos or simple link-embedded images, will surely take the virtual user experience for Marie Claire readers to the next level.
To implement this change, Marie Claire Groupe sought after the efforts of PopMarker, an in-image ad platform focused on Saas interactivity. Given Marie Claire Groupe’s 180 million page views and image-focused content, the recipe of in-image ads is sure to encourage online click throughs.
An example of an in-image ad
These click throughs are an innovative way to redirect viewers to additional content and continue the engagement, according to Ms. Troutman.
Marie Claire has maintained a long-lasting partnership with cosmetics company Revlon for years.
Their recent efforts are promoting the Go Bold campaign starring actress Laverne Fox that involves video tutorials and virtual advice columns. Marie Claire could have utilized in-image links in the videos to redirect consumers to Revlon’s ecommerce site or its own site for more relative editorial content.
Global magazine companies are only benefitting from their mobile efforts.
Cosmopolitan, Hearst Corporation’s most influential publication, will lead the move within the media giant to all-around mobile-optimized Web sites, aiming for a “post-banner world” and an overall seamless process.
Featuring native advertising components among the content marketing platform, the renovations provide both the reader and editor with a streamlined way of communication. Cosmo editors believe they will be able to produce 20 percent more daily content given the change (see story).
“Marie Claire is most likely wanting to bump up their click throughs on their campaigns and in doing so anticipating that they will gain further insight on their consumers for more direct target marketing in future,” Ms. Troutman said.
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York
Caitlyn Bohannon is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at firstname.lastname@example.org.