Kia is the first advertiser to user Zinio’s newly created Publisher Advertising Network (ZPAN), which allows an advertiser to purchase ads in digital editions of multiple magazines.
Magazine publishers have actively sought out ways to create editions of their products for readers who wish to access magazine content on the web or via mobile devices, and Zinio helps by creating digital editions of magazines for publishers. But as of yet, few single magazines have a large enough audience to draw interest from major advertisers. Zinio’s Publisher Advertising Network aggregates the audiences of its more than 45 magazines, giving advertisers improved scale. (via MediaBuyerPlanner).
Zinio says Kia's reach in the new campaign will be in the hundreds of thousands, writes Mediaweek.
Kia's ads for the Sorento, which are enhanced by audio, video and live links, will run across 15 publishing groups, in the March and April issues of magazines like Hachette Filipacchi’s Car and Driver, Hearst’s Esquire, and Active Interest’s Yoga Journal. Other magazines include Popular Science, SKI Magazine, SmartMoney and PC Magazine.
Campaign Departure from the Expected
Kia says the campaign furthers Sorento's tagline, "A departure from the expected," by exposing the Kia brand to a wide variety of readers across iconic magazine brands. Zinio’s Publisher Advertising Network enables Kia Motors to "convey Sorento’s impressive attributes in a new digital format, generating consumer awareness in fresh, innovative and unexpected ways," says Michael Sprague, vp of marketing for Kia Motors America.
Zinio says it has created a way to give readers and advertisers exactly what they have come to expect from magazines: big, attractive, full-color ads with fixed placements. "Zinio has created a way to reinvent the full-page spread, digitally and dynamically, with the introduction of ZPAN," Jeanniey Mullen, global CMO for Zinio, says.
The Sorento campaign also includes print, outdoor and TV.