Marketers still figuring out iPad strategy
Eleftheria Parpis reports that marketers are excited about the iPad’s potential but like media publishers have not quite figured out what to do with the device yet.
” ‘The iPad is truly a two-hand device,’ notes Richard Schatzberger, director of creative technology at Cadillac shop Bartle Bogle Hegarty. “‘You hold content in a different way, so what kind of interactions are people really going to do? The biggest challenge for us was not knowing how the iPad would be used [and] what new behaviors might occur.’ “
Parpis reports that ad agencies are working on a variety of different approaches, such as integrating their messages into content apps or creating brand-specific apps as Proctor & Gamble’s Pampers, “whose app, Hello Baby — its first mobile-device application — allows pregnant women to track their babies’ development.”
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