Leveraging the iPad
Just how should brands use the iPad?
Well, apps are a good place to start, of course. They’ve been popular on the iPhone, with Audi’s A4 Driving Challenge claiming 3.5 million downloads, and Barclaycard’s Waterslide racked up over 10 million. And branded iPhone games have been another way to engage.
“There is no reason why brands can’t appeal to iPad users in the same way, and though there a relatively few branded iPhone apps available at the moment, Nike, Kraft and retailers like Gap have already taken the plunge,” says eConsultancy.
Plus there’s in-app advertising, with the iPad seen as something of a saviour by content publishers keen to monetise their wares. Such apps can offer the best of both worlds – a mixture of a print-style format which users can easily scroll through, and the interactivity of the web, says the research firm.
“This provides opportunities for advertisers too, as there is the potential for advertisers to be more creative with ads on iPad apps, and users can quickly be sent to a landing page to complete a purchase or registration.”
