Last year’s most engaging magazine ads were not necessarily the ones with the most expensive creative or the highest media spend.
The one thing most of them do share, however, is a strong connection between the medium and the message. Several of the top ads, for example, are exceptionally “endemic” to the magazines in which they appear — an Xbox “Halo” ad in Official Xbox Magazine or an American Airlines ad in American Way. These highly targeted ads have an in-built appeal to the readers of these magazines.
