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更新:アマゾン、安くなった広告つきKindle を5月3日発売。広告投票アプリAdMashも

Ittousai, @Ittousai_ej
2011年4月12日, 午前07:25 in Admash
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世代を重ねるごとに性能は高く価格は低くなってきたアマゾン Kindle がもっと安価になります。5月3日から販売されるのは、これまで一番安かった WiFi のみ版 Kindle よりさらに25ドル安い 114ドルのバージョン。ハードウェア的には従来モデルと同一で、違うのは広告で差額を回収していること。広告が表示されるのはスクリーンセーバー画面と、Kindle のホームメニュー画面の下部。読んでいる本に広告が挟まることはありません。アマゾンのKindle 担当者 Jay Marine 氏がリンク先 newsobserver に語ったのは、「読書の体験を邪魔しないことは、われわれにとってとても重要です」。

広告のスポンサーとして名前が挙がっているのはGMのビュイック、P&Gのスキンケアブランド Olay、VisaのAmazon.comで特典付きクレジットカードなど。デモ機では「Amazonギフトカード20ドル分が10ドル」という、たしかにそんな広告ばかりなら良いかな?と思わせる広告が使われており、タップすると詳細がメールで届く仕組みです。ユーザーはAmazon.comのKindle アカウントページを通じて、表示する広告の好みを設定できるようになる予定。

広告付き Kindle は5月3日からAmazon.comで、また米国の家電量販店 Best Buy や Target の店頭で販売されます。広告が邪魔なのは興味のないものが表示されるときですが、仮に「アマゾンのおすすめ」がスクリーンセーバーに表示されるといろいろな意味で危険なことになりそうです。

追記:正式発表。発表文を続きに掲載します。最初の数週間に配信される「Special Offer」広告はたとえば:
  • Amazonギフトカード20ドル分が10ドル。
  • Audible のオーディオブック6冊 (通常68ドル) が6ドル。
  • Amazon MP3 のアルバム (100万以上から選択) が1ドル。
  • Amazon.comのDenim Shop または Swim Shop 商品30ドル分が10ドル。
  • Visa の Amazon Reward カード契約で100ドル分の Amazon ギフトカード
  • Kindleベストセラー30冊のうちいずれかをVisaで購入するとAmazonクレジット10ドル分。
  • Roku のストリーミングプレーヤ (通常99ドル) が半額。
立ち上げ時だけあってなかなかの手札を切ってきました。また Kindle に配信されるディスプレイ広告をユーザーが投票で決定する AdMash なるシステムも同時に発表されています。AdMash はウェブサイトと Kindle アプリで提供され、メーカーからの Kindle 広告候補に客が投票する仕組み。すべての Kindle 広告はこの AdMashでのプレビューを通過する必要があり、もっとも多くの票を集めた候補のみが実際に Kindle スクリーンセーバ広告として配信されます (といっても、ひとつのスポンサーの広告につき複数の案または「どちらも気に入らない」から選択するもの)。

広告の好みを設定する Kindle Screensaver Preferences 設定では、「ユーモア」や「風景」「人物」「家族・子供」「写真」といった要素について、もっと見たい・見たくないを選択します。ターゲット広告用アンケートの「なんの広告が見たいですか」よりは間接的に、スクリーンセーバーとして表示するならどんな画像が好みですか、から選ばせることで、自分の購入した製品なのに好みにあわないものが表示されている状況を減らすことができる仕組みです。


(AdMash の選択例)
AMAZON INTRODUCES NEW KINDLE FAMILY MEMBER: KINDLE WITH SPECIAL OFFERS FOR $114

$25 less for the same #1 bestselling latest-generation Kindle plus special offers and sponsored screensavers

Special offers in the initial weeks include $10 for $20 Amazon.com Gift Card, $1 for an album in the Amazon MP3 Store, and a $100 Gift Card with a new Amazon Rewards Visa Card

Amazon also introduces "AdMash" – the new free Kindle app and website where customers vote for the most attractive sponsored screensavers


SEATTLE-April 11, 2011-(NASDAQ: AMZN)-Millions of people are reading on Kindle, Kindle has more 5-star reviews than any other product on Amazon, and in just five months the latest-generation Kindle became the bestselling product in the 16-year history of Amazon.com. Today, Amazon introduced a new member of the Kindle family – Kindle with Special Offers for only $114. Kindle with Special Offers is the same #1 bestselling Kindle, plus special offers and sponsored screensavers. Kindle special offers and sponsored screensavers display on the Kindle screensaver and on the bottom of the home screen. Learn more about all three latest-generation Kindle family members-$114 Kindle with Special Offers, $139 Kindle, and $189 Kindle 3G-at www.amazon.com/kindle. Kindle with Special Offers is now available for pre-order to customers in the U.S. and will ship on May 3.

"We're working hard to make sure that anyone who wants a Kindle can afford one," said Jeff Bezos, Amazon.com Founder and CEO. "Kindle with Special Offers is the same #1 bestselling Kindle – and it's only $114. Kindle is the best deal in consumer electronics anywhere in the world."

Buick, Olay (Procter & Gamble), Visa, and Amazon.com Reward Visa Card (Chase) are sponsoring the first series of screensavers specially-designed for Kindle's high-contrast, no glare electronic ink display (for screensaver examples, visit www.amazon.com/aboutkindlespecialoffers). Examples of deals that will be delivered directly to Kindle with Special Offers devices in the initial weeks include:

* $10 for $20 Amazon.com Gift Card
* $6 for 6 Audible Books (normally $68)
* $1 for an album in the Amazon MP3 Store (choose from over 1 million albums)
* $10 for $30 of products in the Amazon Denim Shop or Amazon Swim Shop
* Free $100 Amazon.com Gift Card when you get an Amazon Rewards Visa Card (normally $30)
* Buy one of 30 Kindle bestsellers with your Visa card and get $10 Amazon.com credit
* 50% off Roku Streaming Player (normally $99)

To make sure customers don't miss any of the offers, a full list of active offers will be available from the menu of Kindle with Special Offers at any time.

Amazon is also introducing "AdMash" – the free Kindle app and website where customers choose the most attractive and engaging display advertisements that will become Kindle sponsored screensavers. Kindle's sponsored screensavers are specially-designed display advertisements that take advantage of Kindle's high-contrast, no-glare electronic-ink display. Before these advertisements can be presented to Kindle customers, they are first previewed by customers using AdMash. Users are presented with pairs of sponsored screensaver candidates and asked to select which one they prefer. Screensavers with the most preferred votes qualify to become sponsored screensavers. The AdMash Kindle app will launch in the coming weeks – for a preview, visit www.amazon.com/aboutkindlespecialoffers.

In addition, Kindle with Special Offers customers can give Amazon hints on the style and types of sponsored screensavers they would like to see. From the Manage Your Kindle page on Amazon.com, customers can use Kindle Screensaver Preferences to indicate whether they like to see more or less screensavers that include elements such as landscapes and scenery, architecture, travel images, photography, and illustrations. Together, AdMash voting and Kindle Screensaver Preferences help Amazon present sponsored screensavers that customers find attractive and engaging. For screenshots of Kindle screensavers, AdMash and Kindle Screensaver Preferences, visit www.amazon.com/aboutkindlespecialoffers.

"The opportunity to offer custom-designed Kindle screensavers was a natural fit for Buick because Kindle is such a unique device surrounded by a community of intelligent, passionate people," said Craig Bierley, Director of Advertising and Promotions, Buick. "Kindle's high contrast e-ink display eliminates glare and is perfect for emotionally engaging and impactful brand imagery, allowing us to connect with Kindle readers wherever and whenever."

Kindle with Special Offers includes all the same features that helped make the third-generation Kindle the #1 bestselling product in the history of Amazon.com:

* Paper-like Pearl electronic-ink display, no glare even in bright sunlight
* 8.5 ounce body for hours of comfortable reading with one hand
* Up to one month of battery life with wireless off eliminates battery anxiety
* Kindle Store with over 900,000 books – largest selection of the most popular books
* Seamless integration with free "Buy Once, Read Everywhere" Kindle apps for iPad, iPod touch, iPhone, PC, Mac, BlackBerry, Windows Phone and Android-based devices

Learn more about all three latest-generation Kindle family members-$114 Kindle with Special Offers, $139 Kindle, and $189 Kindle 3G-at www.amazon.com/kindle. Advertisers and agencies interested in learning more about Kindle sponsorship opportunities can contact kindle-sponsorships@amazon.com.

関連キーワード: admash, amazon, ebook, kindle
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