03
Jun
2010
Yes, I’m a marketer. However, I can fully admit most advertising is obnoxious.
One of my biggest arguments when creating advertising for our clients is to make it say something, not just add to the noise. Whether the ad is useful, funny, clever, informative, or just beautiful, it should give something to the audience, not just ask for a response.
For this reason, I’m in love with the new Wired app for my iPad. Not only does this revolutionize how one experiences a magazine, but it completely changes the game for traditional “print” advertising.
Forget text and photos. Now, a photo on a page can come to life – it can move, show varying angles, offer an album of images, or become video. An ad can begin a story and the reader can choose to finish it via link to a custom site right from the page. According to a CNET poll, 20 percent of iPad owners bought it for the primary purpose of reading books and magazines. With 2 million iPads sold in under 2 months, the opportunities for advertisers are exciting.
Studios can play full trailers of upcoming films. Car companies can demonstrate a vehicle’s handling capabilities on the open road. Clothing companies can show off an entire season of wearables. All from the page of a digital magazine.
Is it easy to create these new ads? No, but it will get easier. Is it cheap? Definitely not, but prices will get better. It’s a beginning. And if you’re not thinking about how your brand or organization can start exploring it, you may get left behind.
As AdWeek said, “To put it simply: the iPad is a solution waiting for a problem. And when marketers start figuring out what problems the iPad can solve for them, things will really get interesting.”
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