|Enabled by more sophisticated analytics, publishers are gaining a steady stream of information about how tablet users consume content in digital publications. The goal is to use these insights to improve the quality of both editorial and advertising - which, theoretically at least, will enable publishers to charge premiums for both.
Along those lines, Mediaspectrum today is announcing a new version of its Adrenalin tablet-publishing platform that the company says includes advanced analytics for tracking readers' interactions with advertising and editorial content. Version 2.0 of the cloud-based Adrenalin technology also supports Android devices; the previous version was iPad-only.
"There's a lot more beef behind the analytics, which is really what publishers told us they're interested in," said John Miller, a strategy consultant to Mediaspectrum.
Support for what Miller calls "deep data" goes beyond click-throughs to give publishers a more granular view of how users are interacting with the content throughout a digital edition, as well as how reading behaviours vary across different devices. Because the tracking functionality is downloaded with the app, publishers can monitor offline as well as online reading activities.
Tablet analytics can be an eye-opener for publishers creating digital replicas of their print editions, because sales teams finally have a tangible way to discern how ads perform in certain configurations, placements and page layouts. "Things that were never measurable [in print] are now measurable," said Miller.
The enhanced analytics in Adrenalin enable Mediaspectrum to keep pace with tablet-publishing products such as Adobe's Digital Publishing Suite, which includes built-in Omniture analytics, and Moving Media+'s Mag+ platform, which lets publishers integrate analytics from Omniture, Flurry or Localytics.
Adrenalin is one of a suite of applications offered by Mediaspectrum for multichannel publishing, including content management, campaign management and daily deals. The company's customers include Morris Publishing Group, Crain Communications, Washington Post Co. and the UK-based Trinity Mirror.