Document publishing platformIssuupitches itself as a place where people who produce beautiful print documents can share them online. Now it’s allowing its users to turn those same documents into ads.
With its newAdPagesservice, users can compete for their documents to receive placement in the ‘promoted’ slots in the sidebar of a related document’s page. This is a similar model to promoted search results on Google or Promoted Tweets on Twitter. Advertisers set a daily budget and only pay when their document is actually opened by a site user.
In the example below, Little White Lies, a UK film and music magazine, has been placed alongside the London Jazz Festival guide. Issuu says that in the first 12 hours of this campaign going live, the promoted document had 175,000 placements and approximately 600 reads with almost a minute reading time per read.
Essentially, this is repurposing existing content as online advertising. Issuu documents open in a full-screen viewer in the browser, meaning that they certainly capture the reader’s attention in a way that subtle sidebar ads don’t.
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Of course, this kind of advertising is only effective if there’s a large potential audience.Copenhagen-basedIssuu says that its site has 50 million monthly users and 3.2 billion page impressions per month, meaning that it’s at least worth a try for anyone wanting to get a bit more out of their print advertising budget.
Story byMartin SFP Bryant
Martin SFP Bryant is the founder of UK startup newsletter PreSeed Now and technology and media consultancy Big Revolution. He was previously(show all)Martin SFP Bryant is the founder of UK startup newsletterPreSeed Nowand technology and media consultancyBig Revolution. He was previously Editor-in-Chief at TNW.
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