Marketing on the the iPad – an advertisers guide

Zinio is #1 for free news on iPad

Brands including Chase, Armani Exchange, GAP, Fidelity, Degree for Men, Buick Lacrosse, Coca-Cola, Lexus and Gillette have already taken advantage of the buzz and unique properties of the iPad (GAP is one of the first brands to build an iPad specific application). But, there are important factors to bear in mind before you as a marketer make the leap:

• The iAd platform will likely revolutionize mobile advertising. Steve Jobs boldly promised the ‘emotional resonance of high-end TV advertising, combined with the interactive nature of the internet.’ Early indications are that iAd will have more reach, targeting capabilities and better functionality than any of the other mobile ad networks
  • The 728×90 banner provides immense exposure on the 1024×768 iPad screen and Jobs demonstrated ad capabilities that include video clips, store locations and shopping lists.

• To leverage the exclusivity of the device, brands should look to create ads that are ‘firsts.’ Impress and engage consumers before someone else does
  • The level of interactivity without leaving the app will draw scores of new advertisers.

• Consumers will expect more on the iPad, so it’s not enough to simply make current creative larger. The best experiences will be made specifically for the iPad.
  • Become familiar with advances like ‘return to play’ which allows a game to pause while consumers interact with an advertisement.

• Many believe the iPad will revolutionize the publishing industry. Advertisers should look for a partner that displays content in a unique and engaging manner, but also presents it in a creative way. Some have done it right (NPR, NYT and Time), while others have not (WSJ).
  • Marketers should take a longer look at Zinio; they’ve done it right. It’s #1 in free news iPad apps (beating out NYT, BBC and WSJ) and is #5 in overall free apps. Coors Light launched as a sole sponsor of their Sporting News issue.

• Unlike the iPhone, the iPad will be better at recruiting ad dollars from luxury brands. The iPad’s larger screen, higher resolution, and interactive platform have helped enlist brands like Diane Von Furstenberg and Mercedes-Benz.

• Many of the top apps are games; scores of them are popular console games. The iPad will continue to transform the gaming industry and marketers need to take notice.

• As everyone knows, the iPad doesn’t support Flash – create non-Flash rich media experiences.

Despite mixed reviews, it’s unanimous that the iPad represents a dramatic step forward in terms of portable handheld devices and content consumption. Above all, the device was built on mobile functionality for consumers to devour content anywhere at any time.