E-readers Help Fuel Enthusiasm For eBook Ads:
This will come as no surprise, consumers have selective consumption; people selectively screen out a brand unless that brand makes itself known and gives them reason to engage. Consumers are already screening out most marketing efforts: iPod for music; satellite radio without commercials; TiVo for television; screening out pop-ups on the internet.
All of this screening coupled with the rise in sales of eReaders has marketers testing ad placements in eBooks, posted in an article today by The Wall Street Journal.
As predicted in our last blog, eReader purchases are up; Amazon sold “millions” of Kindles in the last 73 days. The market for digital books is $966 million this year and is expected to grow quickly in the coming year, according to Forrester Research Inc.
Other interesting eBook facts:
Of U.S. adults who go online, 7% read e-books, a figure expected to double next year.
- People with e-book readers read as many as 40% of their books in electronic form.
- Thirty-five percent of U.S. eBook readers use their laptops to read books, while 32% read on a Kindle.
- E-book sales in the U.S. are expected to grow from a little less than $1 billion this year to more than $2.8 billion in 2015.
While eReaders fly off the shelves this Christmas, marketers want to take advantage of a possible new audience. According to the WSJ article, “marketers are exploring a variety of formats, including sponsorships that give readers free books. Videos, graphics or text with an advertiser’s message that appear when a person first starts a book or along the border of the digital pages are also in the works. Ads can be targeted based on the book’s content and the demographic and profile information of the reader.”
How will consumers respond to these ads? Will they selectively screen them out too? It’s sure to not be an easy sell.