Zinio debuts digital magazine ad platform; Kia is first advertiser

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Online magazine publisher Zinio introduced an ad-serving platform for digital publications, called Zinio's Publisher Advertising Network (ZPAN), on February 23. Kia Motors America is the platform's first advertiser.

The network lets an advertiser buy across the digital network of 45 titles. Marketers can buy ad space by category, including business, men's lifestyle, news, sports and technology. The ads will be served and optimized in the magazines' various media, including mobile, e-mail and online. They can also include audio, video and live links.

“Because the percentage of digital media readers is smaller than print readers, advertisers weren't putting much credence in doing a digital ad buy for one specific magazine, but when you pull together all of the people that might be reading different digital magazines, then you have a larger reach,” said Jeanniey Mullen, global CMO of Zinio.

Kia's ads, promoting the 2011 Kia Sorento CUV, comprise the company's first digital magazine ad push. The spots will appear across the titles of 15 publishers in the Zinio network, including Active Interest Media, Bonnier, Hachette Filipacchi Media, Hearst Magazines, Source Interlink Media, VIV Publishing and Ziff Davis Media.

“Kia was the perfect launch partner because they are known for being the first and for being innovative, and this kind of digital advertising is very innovative,” said Mullen. “They did an old school two-page spread ad, in a digital ad buy, that shows a TV ad inside a billboard.”

In addition to digital, Kia's campaign includes print, outdoor and television ads. The effort kicked-off during Super Bowl XLIV on February 7.

Mullen said United Way will run ads on the platform next month.  

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