Word came a few days ago that Crispin Porter + Bogusky is partnering with Bonnier for new tablet ad formats. I can’t imagine why it’s taken this long to focus on new ad formats, but surely it has to do with the content industry’s focus on subscription revenue. Tablet subscriptions have long been mistakenly seen as the Holy Grail of the magazine industry, and the quest for those revenues have subsumed all other initiatives. While subscription revenues shouldn’t be overlooked, the real promise of the tablet format is advertising. Advertising that truly engages consumers, that builds brands, that isn’t measured using direct response metrics. Advertising isn’t dead, it’s just stale, and now Bonnier just may lead the industry into its next evolution.
Update: Some evidence from eMarketer that tablet ads really do offer a better consumer experience.