• by Mark Walsh  @markfwal, October 13, 2010

 As one of the first publishers to jump on the iPad, Conde Nast already has more experience than most when it comes to testing the Apple tablet as a new medium for magazines. With that in mind, the company has come out with a set of rules for iPad advertisers and broader findings based on 100 hours of one-on-one interviews and some 5,000 in-app surveys.

For one thing, Conde Nast found that time spent with digital editions of GQ, Vanity Fair, Wired and Glamour was comparable or higher than that with print versions. Users spend 45 minutes on average with print editions, compared to 160 minutes total across each of the four magazine's iPad apps. (Because Apple doesn't break out time spent among multiple issues within each app, an apples-to-apples (no pun intended) comparison on time spent with each issue is still difficult.)

Conde Nast also said readers are using the iPad mostly at home and sharing with friends and family, rather than on the go. That seems to fit with anecdotal evidence that people are using the Apple tablet as an additional at-home device, either as a bedside e-reader or media player for all family members. But that doesn't mean iPads aren't also popping up in airports, trains, Starbucks stores or offices as well.

The publisher was also surprised to find most users weren't early adopters and hadn't owned an Apple product prior to the iPad. Roughly 80% said the digital editions met or exceeded their expectations and reported a likelihood to purchase the next month's issue. When it came to advertising, people said the ads enhanced the experience, similar to views about print magazine ads, according to Conde Nast.

Even so, the publisher laid out five best practices for iPad advertisers based on user data so far:

1.     Take advantage of this new medium's functionality: Users responded positively to the additional functionality of the iPad. Therefore advertisers that included compelling and unique experiences, ones that were self-contained and exclusive to the environment, were liked more than those that did not. Increased opportunities for engagement including video, photo galleries and links to websites are recommended.
 
2.     Provide clear instructions on how to engage with your app: Since many surveyed were not familiar with iPad navigation, ads that included clear calls to action and cues on how to engage the creative were more effective. Icons should be clearly visible and intuitive and state whether more content or additional functionality can be found.
 
3.     Supply additional Information -- but avoid repurposing creative assets used for other media: Users enjoyed advertisements that provided something new and useful. Including detailed product info and how-to's are recommended, but repurposing video or creative used for other media is not suggested.

4.     Tell a story: The most remembered ads contained narratives. The iPad's ability to showcase various forms of media offers a unique opportunity for telling a brand's story.  However, it was discovered that users became bored when the same advertisement was used repeatedly throughout a single application.
 
5.     Lead them down the purchase funnel: Brands that enabled a user to directly access and purchase the featured product fared better than companies that offered homepage links alone. And due to compatibility issues, it's recommended that Flash not be used.

Of course, some of these tips could apply to other types of rich-media advertising, especially video. The importance of frequency capping, suggested by rule No. 4, is especially apt.  But the more elaborate the ad creative -- coming up with "compelling and unique experiences"-- the more costly as well. It's up to marketers to determine if the ROI from iPad advertising is worthwhile compared to other display options.