iPad for Business Marketing and Branding

iPad can offer several new marketing opportunities for brands. Here are a few ways marketers can make the most of the iPad…

Branded apps for iPads
Branded apps have been popular on the iPhone, and there are a number of success stories, in terms of downloads and reach.

  • Audi’s A4 Driving Challenge app achieved the impressive figure of 3.5m downloads
  • Barclaycard’s Waterslide app did even better with over 10m downloads. 
  • The Bank of America’s iPhone app achieved 3m downloads
  • NatWest and others have released apps in the UK. 

There is no reason why brands can’t appeal to iPad users in the same way. The key here is to make it appealing and useful to users.

Display advertising on iPad
Advertisers can create attractive and compelling ads, while the device allows users to quickly interact with ads. Advertisers can recreate magazine-style full-page ads with quality photography, but can also grab users’ attention with animation, video and other interactive features. For example, this Pepsi ad in the Wired app contains video:
 Email marketing on iPad

  • Like the iPhone, users can access their emails quickly and easily once they have set their Gmail or other email accounts up on the device. 
  • Unlike when users access email via laptops and PCs, there may be fewer distractions for iPad users, since it isn’t primarily a work machine, while users can only view one application at a time. 
  • An Email is easy to view and read on the iPad’s interface, so it offers an excellent experience for the user
  • Since iPad is a touch screen device, placement and size of links and call to action buttons need to be large enough for users to select. 
  • Lack of Flash on the iPad means that marketers will need to ensure that any landing pages are free from Flash and optimised for the device. 

In-app advertising on iPad
The iPad has been seen as a potential savior for publishers eager to find new ways to monetize their content, and a number have already launched apps for the device. Wired’s app being an excellent example. When done well, publishers’ 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. 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. So far, the stats are promising for marketers. According to mobile ad exchange network operator Mobclix, iPad apps have a 5 times higher ECPM than iPhone apps, while a textPlus report found that ad interactions on iPads are about 6 times longer than comparable desktop interactions.

Search advertising on iPad
Since many iPad owners will be using the device on the move, there are opportunities to deliver highly relevant results and appeal to users through geo-targeting. Again, Apple’s ban on Flash means that videos within search results, as well as landing pages, need to be optimized for the iPad.

Video advertising on iPad
Whether on the YouTube app, through the Safari browser, and via apps, marketers can target iPad users through video advertising. The large high-resolution screen on the iPad is well suited to viewing videos, and videos can easily be embedded into ads within apps. The lean back nature of the device means that customers may be more receptive to viewing video. Indeed, stats from textPlus suggest this, with 67% of iPad users complete video ads compared to 53% of desktop video viewers.