From Flipboard to Magazines, How Marketers Can Make the Most of Tablets
Thursday, 7 June 2012 - 10:01am
U.S. CEO Alan Cohen explained how marketers can make the most of tablets, whether magazines should sell ads in tablet editions separately and why everyone at his agency gets training in Apple technology.
Advertising Age: How do you see tablets fitting into the media mix?
Alan Cohen: Tablets are one of the devices that ultimately change engagement and the way people digest media, because tablets enhance advertising and content blending.
We had an exclusive Flipboard deal for three months in 2011 where we had several OMD clients in an experiment -- Pepsi, Gatorade, Infiniti, CW Television Network, Showtime, Levi's, Dockers, Hilton Worldwide, GE, Hawaii Visitors and Convention Bureau, and Standup2cancer.org. Flipboard aggregated your social graph with the magazines you might read to create a custom magazine for you. That first deal has evolved into a close relationship with [Flipboard] that continues today.
We are still working with Flipboard to fine-tune its offering and are working with clients to develop "brand magazines" on the platform.