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16.12.2010 US marketers turn to eBook ads

Targeted ads based on reader demographics are to be trialled by marketers in a bid to capitalise on the current eBook boom in the US. Forrester Research predicts that, with big names such as Apple, Amazon and Google pushing digital readers, sales of traditional books could come under increased pressure. According to the research firm, 7% of all US adults who go online now read electronic books and it expects that figure to double by next year. More generally, eBook sales are predicted to grow from $1 billion this year to more than $2.8 billion by 2015. People with eBook readers consume up to 40% of their book choices in electronic form, with laptops and Kindles accounting for 35% and 32% of delivery respectively.

Despite scepticism from print publishers, firms are already exploring a variety of advertising formats including videos, graphics or text that appear when a reader opens a book, as well as sponsorship link-ups that provide consumers with free titles.  The Los Angeles-based digital bookstore Wowio is currently trialling eBooks incorporated three pages of promotions per title; an introductory and closing page, together with a third full-page ad space. The retailer is also experimenting with inserting ads between specific chapters and using profile information submitted to its website by users to target ads more effectively.

B.L. 16.12.2010