Posted December 14, 2010 by admin @ 4:13 pm
Once upon a time, advertisements graced the last pages of popular novels. The static print media format made it nearly impossible for the creatives to remain relevant, and some authors objected to a perceived commercialization of their art. Consequently, publishers stopped incorporating ads into books during the 1960s.
But thanks to the increasing demand for e-books, marketers are reconsidering this platform’s utility. This dynamic medium has tons of potential in terms of generating revenue. For example, e-books are capable of supporting content updates. That means the available space can be used on a temporary basis by numerous companies. The fresh content will guarantee views and give firms a chance to work with multiple partners through a single text.
Obviously, there will be some purist authors and readers raising objections. They will contend that ads may distract readers; this concern misunderstands the purpose of such campaigns altogether. No one wants to interrupt the reader’s experience with flashy or obnoxious content. On the contrary, subdued graphics will add value via high tech targeting techniques. Companies employ demographic data and personal information to specifically tailor content that would be of interest to a particular individual. That means no random junk, just sleek displays based on the reader’s known interests.
Despite these unobtrusive models, some industry professionals caution that e-books will face considerable opposition. That’s why many e-book retailers are planning on giving the titles with ads away for free. This incentive will likely entice wary consumers into taking the plunge. Other ideas include incorporating QR ads that give readers access to exclusive deals, author interviews, or movie tie-ins. The product placement is probably going to make or break the venture, and finding the appropriate balance could be tricky. It sounds tempting to relegate ads to the dedication pages, table of contents, etc., but the decreased visibility would kill their profitability, too. QR ads placed around the page borders wouldn’t break the reader’s concentration, yet the content remains in plain view. No matter how marketers end up packaging them, this exciting opportunity opens up uncharted territory in the world of digital advertising.