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IAB chief champions ‘The Vogue Effect'

News, 15 October 2015

NEW YORK: Marketers seeking to overcome the challenge of ad blocking may benefit from harnessing "The Vogue Effect", the chief executive of the IAB has argued.

Randall Rothenberg, the IAB's president/CEO, discussed this topic at the organisation's annual MIXX Conference in New York.

More specifically, he pointed to the four-pound, and 832-page, September issue of Vogue magazine to make the case for how content and advertising can work in unison.

"This is a remarkable example of a fantastic user experience," he said. (For more, including further tips for brands, read Warc's exclusive report: IAB chief: Content quality trumps ad blocking.)

"In fact, it's what has distinguished the best media properties in the world for years. I've long called this, my own term: 'The Vogue Effect.'"

Drilling down into this subject, he suggested that marketers consider both what the fashion title contains and omits.

"You really don't see pages broken up into little boxes within little boxes within little boxes - all of them competing with each other for your attention," said Rothenberg.

"You don't see 12 ads on a page - all of them blinking, flashing and flailing about to attract your eye. You don't see pages that are physically so heavy, so weighed down with requests for data that the reader can't even turn them, let alone the company monetise them."

By contrast, the brand messages that are included very much fit the look and feel of the magazine - and, indeed, add to the premium experience.

"What you do see is an absolute authority on contemporary fashion brought to you by the world's best writers, editors, designers and programmers working towards the common goal of delighting the consumer," said Rothenberg.

"The bridge between content and advertiser, that physical link that unites the people from these scores of advertisers and this one publishing company working towards the common goal of consumer delight: that bridge - that cling that unites us - is user experience."

Data sourced from Warc