1. Driving Your Brand & Retail Tablet Strategy
Gerald Farro | Business Development-North America, Digital Publishing
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. Total Combined Global Tablet Sales, 2010-2015
Proliferation
300M
250
200
150
100
50
0
2010 2011 2012 2015
Source: Gartner, "Forecast: Media Tablets by Open Operating System, Worldwide, 2008-2015" April 2011
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3. Digital Publishing Suite
PAN WEB AUDIO IMAGE NESTED HTML
HYPERLINKS SLIDESHOW PANORAMA
ZOOM CONTENT VIDEO SEQUENCE OVERLAY EXTENSIBILITY
Workflow
Woodwing K4
Article Types
PDF HTML PNG JPG
InDesign DPS
Supported
Devices
iPad Android Tablets Kindle Fire iPhone
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. DPS Generates Revenue for Publishers – DPS Apps in Blue
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

5. Constant Product & Engineering Expertise in the Developing Market
Scott Forstall, Apple Jeff Bezos. Amazon
6 of 9 magazines are DPS apps 3 of 3 magazines are DPS apps
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

6. DPS Distribution Options-Deliver one offs or build brands
Single Folio App Multi Folio App
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

7. Digital Publishing Suite Enterprise Value
§ Merchandise products to
drive purchase funnel
conversion
§ Targeted content based on
audience for relevancy
§ Audience insights
§ Accelerate brand adoption
and audience growth
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 7

8. ENGAGEMENT
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

9. More Content Read in Digital Issues
§ Users open a Digital Publishing
Suite application an average of 9%
Time Spent with
5 times per month Digital Issue per Visit
§ 56% of readers on average
35%
spent over an hour consuming
content in an application
29%
§ Time spent has increased
1-­‐5
minutes
over 70% in last 6 months
5-­‐10
minutes
10-­‐30
minutes
§ Consumers replacing 70% of 30-­‐60
minutes
printed content with digital
27%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

10. Interactivity Drives Engagement
§ Web views and video most popular overlay types within applications
representing 58% of interactive elements
9%
12%
39%
webview
10%
slideshow
video
hyperlink
360
Other
19%
11%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

11. Interactive advertising in publications
§ Of interactive ads, the overwhelming majority are Web view (68%)
§ Overlay type allows advertisers to include dynamic information from the Internet
directly in content
4% 1%
7%
webview
19% slideshow
video
hyperlink
other
68%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

12. Tablet Marketing Opportunities
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

13. New engagement opportunities-Ad Creative
Forward-thinking marketers
are reconsidering the
interruptive approach to
advertising and instead
creating magnetic content
designed to delight the
viewer1 - eMarketer
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 1,- eMarketer, "Mobile Advertising and Marketing: Moving to the Mainstream, October
2011," Oct 26 2011

14. Brand Engagement: MARCOLINA SLATE
Portfolio & pitch material
§ Marcolina Slate features
recent client projects in a
portfolio app
§ Immersive, full-screen
video introduces the
studio’s design work
§ Prospective clients can
experience sample work
directly in-app
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

15. Brand Engagement: RED BULL
Lifestyle marketing
§ Richer, deeper
experience of the Red
Bull brand
§ Extends reach to
international markets at
reduced cost
§ Incorporates exclusive
content – videos and
interactivity
§ Notifications alert
readers of new content
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

16. Private Publishing: BIOMET
Medical Sales Collateral
• Portable sales tool
• Apps that include:
• white papers
• product information
• surgery videos
• patient education
materials
• Control distribution of
content
• Private distribution via
corporate intranet
• Restricted distribution
based on business unit
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

17. Marketing Communications
• Drive brand
awareness
• Engage customers
through an immersive DIGITAL
experience
• Leverage single
application to deliver
physician and patient
information
(restricted
distribution)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

18. Corporate Communications
• Attract investment and
drive shareholder
growth
• Establish positive
relationships with
healthcare industry
• Drive more effective
and productive
organization activities
• Human Resources
• Research
• Legal
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18

19. Brand Engagement: CREDIT SUISSE
Custom publications
§ Reinforces Credit Suisse
innovative image
§ Includes business and
corporate responsibility
reports
§ Extends reach to
international markets,
younger audiences
§ No new tools for agency
designers to learn
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

20. Merchandising: SOTHEBY’S
Catalogs
§ Sotheby’s tablet edition
is more portable than
large, heavy printed
catalogs
§ Media-rich content
brings items to life,
increasing likelihood of
purchase
§ Analytics provide insight
into how clients are
using content
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

21. Merchandising: RCI ENDLESS VACATION
Direct Sales
§ RCI’s Endless Vacation
showcases vacation
destinations
§ Directly drives travel
bookings at RCI-affiliated
properties
§ Existing designers publish
tablet edition saving time
and money
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

22. Retail: ASOS-Online retailer designs and delivers for new medium
Marketing and T-commerce
• ASOS extends online presence with
blown out creative app
• Customer contact is maintained via
push notifications-”like new arrivals”
• Products are placed in a highly
designed and interactive lifestyle
setting environment for conversion
• Browse and shop directly from the
fashion editorials via integration with
web-based e-commerce
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22

23. What are Consumers spending?
Adobe Study Reveals Tablet Users Were
Biggest Online Spenders in 2011
Key Report Findings Included:
§ Tablet visitors spent 21 percent more per purchase in 2011 than all other
online consumers
§ Tablet visitors spent 54 percent more than smartphone visitors
§ Tablet visitors were nearly three times more likely to buy products and
services online than smartphone/desktop visitors
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

24. DPS Uses a Standardized Implementation Across Content
App is pre-implemented
with best practice analytics
for digital publishing.
As users interact,
anonymous data is sent
about their experience
Best Practices Baked Right In
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24

25. Adobe Digital Publishing Resources & Contact
http://blogs.adobe.com/digitalpublishinggallery/
http://tv.adobe.com/show/digital-publishing/
http://blogs.adobe.com/digitalpublishing/
Follow Up Inquires: gfarro@adobe.com
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25