What’s the value of an iPad ad?
Quantifying the value of an iPad ad is an impossible dream, according to Razorfish. Banning apps from transmitting data to third parties means there’s no way to derive learnings from in-app behaviours, so top-tier publishers, as well as ad networks, will be limited in their capacity to report on much of anything.
“Razorfish media planners have been told that app downloads will be the only data point made available to us,” the digital agency says. “In the face of these serious concerns, digital sales reps will surely jump on iPad’s early sales success as justification for the fat price tags they’re floating in the marketplace at present.”
When the dust settles – perhaps after the release of a few rival tablet devices – we’ll need to actually assess the relative value of iPad in comparison to more mature media vehicles, Razorfish adds.
