tablet advertising: the creative circus digital trends class: heddy lunenfeld
DESCRIPTION
TRANSCRIPT
MORE MOBILE + TABLETSAnd maybe some A/R, if you’re good.
The Past
As of one second ago.
Pointroll Capabilities
The Present
Starring Rupert Murdoch
"We'll have young people reading newspapers.”
“The Wall Street Journal has sold 10,000 iPad subscriptions at $17 per month.”
The Financial Times, 7.30.10
“Unlike the Kindle, we keep 100% of the revenue from the iPad.”
As of June 26th, Apple had sold 3.27 million iPads.
More than $2 billion in revenue in a product category that didn’t even
exist one year ago.
The Future
Glamour’s September issue isthe biggest in 20 years with ad pages up 57% for the month.
September, 2009: 153September, 2010: 241
The New York Times 7.19.10
iAds
iAd Takeaways• iAd will focus solely on in-app advertising, not mobile search or mobile browsing. This is because they see users are spending large amounts of time using apps.
• Interactivity of online ad meets emotion of TV ad.
•Utilizes all features of iPhone 4 OS (location aware, accelerometer). • Browse and purchase goods, enter sweepstakes, gain exclusive access, games, video, downloads, submit contact info.
• Examples of option to buy things straight from the ad: (Target- purchase dorm room items, Toy Story 3- purchase Toy Story 3 game from ad).
• Enter sweepstakes: (Dove- browse products, enter sweepstakes, interviews with major league baseball athletes, provides a virtual tour of their homes).
• Exclusive access: (Nissan leaf- only to people who register through the iAd).
• Shake phone to show different style options, etc (ex: nike shoe colors, Nissan leaf colors)
More A/R examples
Virtual Raybans starring Buster
Strategy Board
Ego Remarkable CommunityRelevance
Insecurity Control Intrinsic Rewards
Helpful Genuine
TrustAccomplish-
mentMagic?
Attention EscapismMobility
Validation Engagement Interactivity
To Be Heard GenuineConnection
Emotion
Take one of these existing big ideas – or use one of your own – and make an iAd for the iPad.
Apple I’m a Mac and I’m a PCAxe: How dirty boys get clean
Uby Kotex: Reality Check