The Apple iPad will make some major waves in digital advertising and I’m just trying to get my head around it.
Disclaimer: I am not a Mac user. I don’t own an iPhone. I don’t own an iPad.
I am not anti Apple by any means, I just haven’t had a reason to switch to a Mac. Also, I think I’m a BlackBerry lifer (xoxox!) and I would never subscribe to AT&T. The iPad however, is interesting to me because if it and other tablet devices that follow are snatched up by the masses – the way ads and content will play together and how marketers track that engagement – will change the industry I am a huge fan of, a great deal. And that’s why I love digital advertising’s evolution!
Online, ads and content compete for the end user’s attention and it’s been this way forever. The way the user interacts with content on the iPad will change that when advertisers adapt their message to this device; ads will be more useful (if they are done correctly) and will seem to blend and blur lines between ads and content. I liked what I read about Yahoo’s solutions for ads on the tablet devices. And marketers will have to be sensitive to how the user perceives the ad’s value; if users pay to download premium content to their device - they will likely be less willing to accept ads in the content. But that’s marketing, right? Advertisers and content providers will figure out the right “discounted” price point that the user is willing to pay for ad supported content. (I think I just heard the print industry perk up, did you?)
Another change will impact ad serving and how consumer behavior is tracked. If I understand this correctly, users will be interacting with content and messages and taking all sorts of consumer-related actions on the iPad within content or apps that they have downloaded… and much of that interactivity will be cached? So instead of monitoring clicks and conversions in real time consistently like we do with search and display, I’m assuming marketers who advertise on this new device can expect to see small dumps of data in non-specific intervals, correct? I’m interested in getting this clarified if anyone knows the answer.
From what I have read, the cutting edge advertising opportunities will be in the apps that the user downloads. Apps will quickly become the mobile channel’s publishers – agencies like ours will want to know which applications have the most active audiences and which offer the best melding between advertiser and application for the user. (I think I just heard the mobile ads salespeople perk up! Yes! It may finally be your year mobile!) The folks at iSocket brainstormed some really intriguing ideas for advertising on the iPad – I like their thoughts about how marketers may begin to target those of us who watch TV with a device or laptop in front of us with specific cross-platform calls to action (check out what the book Alice in Wonderland looks like on the iPad!! Beautiful!) and it would be outstanding to ride Caltrain to Palo Alto and get an ad for the Peet’s Coffee on University Ave….
Oh snap! I may have just found my reason to switch to a Mac and it sounds like I talked myself into an iPad!
We’ll see – I’m not sold on the device yet – but I’m a fan of the movement and I like where this is headed.
Love to know what you think, too!
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