Ubiquity and Responsive Design Explained

Nxtbook UbiquityNot just on every screen.

Awesome on every screen.

Agenda

What Works

What Doesn’t

What Will

What Digital Editions Do Well

Provide easy solution for publishers

Provide superior engagement time to websites

Provider higher CTRs than web ads

Fundamental Flaws in Digital Editions

Readers need to zoom in

Users are on more and different devices

Higher CTRs are rather relative

It’s digital so you probably sell it based on CPMs

What We Set Out to Do

Capitalize on the successes

Eliminate the flaws

Redefine the digital edition

Create a scalable product

Succinctly…

Create a digital edition platform that uses responsive design while maintaining page-like navigation and offers advertisers various options (and easy options) for captivating readers.

Where is the audience?

80%12%

8%

Nxtbook Data: 9/12

How fulfilling is the experience?

7:349:02

5:26

Nxtbook Data: 9/12

Goal 1: Kill the Zoom

Getting rid of the zoom requires larger text

Larger text means fewer words on the page

Fewer words on the page means page counts vary by device

Killing the Zoom = Killing the Page

Page Views Go Away But Other Key Metrics Remain

Visitors/Visits

Engagement time

Engagement actions

% of article viewed

Problems With Digital Advertising

Most of you are in the target market business but are using mass market metrics

Banner blindness

Ads are not made for the device

We’re not taking advantage of the magazine’s greatest asset

Option 1: Dynamic Advertising

Ads are as responsive as the editorial

Can include rich media, video, etc.

Gives advertising as much engagement as editorial

Limitations w/ Dynamic Advertising

Advertisers supply elements, NOT ads

Agencies must be ok with letting their messages “move”

Option 2: Semi-Dynamic Ads

Completed ads in different sizes

Appropriate size is served up, according to device

Assuming there’s an appropriate option, readers will be actively engaged with zero zooming or scrolling

Limitations w/ Semi-Dynamic Ads

A “decent” result means 3 different ads

Covering all of your bases could mean 20

It’s a solution that doesn’t offer much scalability for the advertiser

Option 3: Web-in-Page

Actual advertiser website being shown as a “page” of the digital edition

Cuts out the “middle man.”

Easiest create to collect for the publisher – just the URL

If the advertiser already has a dynamic website, the ad will also be dynamic

What’s a Web-in-Page Worth?

Assume 3000 readers of your digital magazine

Currently, you might get a 1% clickthrough = 30 web visitors

Now, you’re delivering 3000 to the advertiser’s site

Limitation w/ Web-in-Page

The “ad” is only as responsive as the client’s site

Basic Process

Utilize/Customize Layouts According to rev gen plan According to platform desires

Flow Content

The Importance of Layout

Create Magazine Look With Digital Workflow

Create Unique Revenue Generation Opportunities

Now what?

Read about responsive design: nxtbk.co/reflowpaper

Enjoy: http://nxtbk.co/folioubiquity

Talk to us: info@nxtbookmedia.com

Thank you!Q/A