We'd be open to working with other clients. There are very few brands that have the brand equity and assets to do something like this. Ralph Lauren, across all of their different brand pillars, creates an enormous amount of this stuff, so they can do this.
How does implementation happen for an ad like this, and what role do your in-house technologists play?
Medialets does a really nice job of the rich media work that goes into this, in terms of development. Ralph Lauren supplies all the assets. What we do is make sure the infrastructure of the app and the technology delivers a great reader experience, and most importantly, that we deliver a content experience within the app that leads to engagement with the brand.
How long's the turnaround, from sale to serving the ads?
We have a deep relationship with Ralph Lauren. They run in the newspaper every week, they run on the website. We've been talking about this for many months. It went into high gear three to four months ago.
How much do you charge for it?
It's a premium product and it's at a very large scale, so it's not cheap. But I think the fact that it's their second is a testament to the value.
What level of reporting do you offer?
This type of program is delivered with full accountability and transparency for the advertiser. You hear a lot of discussion in the tablet space about making sure that the advertiser knows exactly what they're getting when they do a tablet solution. Specifically the magazine publishers have struggled with… reporting transparency and accountability.
We feel complete transparency and accountability is table stakes. The Ralph Lauren [people] have complete visibility into the exact delivery of ad impressions, how they are used, engagement, time spent with different elements of them.