Doing the best for the iPad ad
Don’t repurpose smartphone or web creative for in-app iPad marketing. And don’t overload landing pages either. But do build mobile-specific landing pages for in-app ad campaigns.
It’s all about best practice in tablet advertising, as advocated by the IAB in the US in its Prevailing Mobile In-Application Advertising Formats report, which is full of sound advice.
There’s the practical, for instance. “A number of publishers have described scenarios where advertisers have launched in-app ads that link through to pre-existing websites that require Flash to view or navigate,” says the report. “Given that most smartphones today don’t run Flash, this is clearly a bad idea.”
And there’s that business about re-purposing. You see, while smartphones and tablets are superficially similar, simply re-using phone app creative on tablet apps represents a missed opportunity. You may be cutting costs in the short-term, but it ignores the potentially rich experience an ad can deliver on these devices.”
“Few generalizations can be made at this stage in the evolution of in-application ads on tablets,” says the report. “The iPad has sparked significant enthusiasm among publishers and advertisers alike, but it remains far too new a platform to make too many generalizations about trends in iPad in-app ads.”
brand-e: makes sense that if you’re going to take the time to build something specifically for the iPad, you’re going to get more out
