Kia Advertises Across 45 Zinio Digi-Mags

By Steve Smith

In the first sale of its new cross-title digital magazine ad network, Zinio has nabbed Kia Motors of America and its campaign for the 2011 Kia Sorento CUV. The ZPAN (Zinio Publisher Advertising Network) can place the campaign across multiple digital magazines served from the Zinio platform.

In this case, Kia’s ads will appear in the March and April digital editions of 45 titles representing 15 different publishing groups. The brands include Car and Driver, Esquire, PC Magazine, PC World, SKI, SmartMoney, VIVmag and Yoga Journal. Users of these magazines will be able to interact with the enhanced ad units at the site as well as through the company’s recently launched iPhone app that also serves the digital magazines. The ad units will be optimized for the different page fomats and screen sizes.

The ad units will include live links and video. The Kia Sorento campaign is the largest marketing effort in the car manufacturer’s history. These digital placements are part of a massive campaign that also includes print, outdoor and TV. The Sorento campaign was kicked off at this year’s Super Bowl.

In the demo of the ad unit running at the site, clicking on a two-page spread in SKI magazine’s Zinio edition activates a full screen video of the Sorento. The ad unit itself has an animated blue sky of clouds streaming behind a large clickable billboard.

According to Jeanniey Mullen, global EVP and CMO, Zinio, "Many millions of people are guaranteed to see the digital magazines and digital destinations with the featured ads. That said, ZPAN’s pricing model goes beyond general eyeballs and into a one-level click effort to ensure people are receiving the full impact of the brand. Those are estimated in the hundreds of thousands, over the course of the campaign."

Revenues are shared between Zinio and the publisher at a rate determined by who is selling the spot. In most cases, it is a 50/50 split, Mullen says.

Michael Sprague, VP of marketing for Kia, said in a statement, “Teaming with digital publishing pioneer Zinio, this innovative 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. ZPAN enables Kia Motors to convey Sorento’s impressive attributes in a new digital format, generating consumer awareness in fresh, innovative and unexpected ways.”

The model also foreshadows the ways in which a common technology platform for digital magazines could benefit a periodical industry that still struggles to achieve the kind of reach online that advertisers need. Advanced e-readers like Hearst’s Skiff or the digital magazine consortium Next Issue also could aggregate digital magazine titles across publishing companies on tablet devices and e-readers to give advertisers greater scale.