According to a recent New York Times report, severla big-name US advertisers have alread signed up for future ad campaigns on the iPad applications from several American publishers.
Indeed, in anticipation of the April 3rd iPad introduction, FedEx has bought advertising space on the iPad applications from Reuters, The Wall Street Journal and Newsweek. FedEx will be the sole advertiser on Reteurs and Newsweek’s Apps for the inital 90 days, giving the company a real chance for additional exposure in in-store demos as well as a pioneer’s image. Chase Sapphire, a credit card for the high-end market, has reportedly bought out The New York Times’s own iPad advertising units for 60 days after the introduction. Other advertisers such as Unilever, Toyota, Korean Air and Fidelity have booked space on Time’s iPad application. In a recent press release, Rupert Murdoch’s Wall Street Journal said that a subscription to its App would cost $17.99 a month, and the first advertisers included Capital One, Buick, Oracle, iShares and FedEx.
iPad advertisements on print publishers’ applications cost $75,000 to $300,000 for a few months with some exclusivity, according to Phuc Truong, managing director of Mobext U.S., a mobile-marketing unit at Havas Digital. It’s fair to assume that most of these advertisers are hoping to catch the tailwinds of Apple’s own marketing campaign and general buzz preceding the introduction this coming weekend, as well as the hype that will surely follow the introduction of Apple’s first tablet computer ever.
Another challenge is technology. Most online ads, especially those with moving images, use Adobe’s Flash technology, which the iPad doesn’t handle, as previously reported on this blog. So advertisers and publishers will have to find other ways to enlivening their iPad ads. People magazine, for instance, is using another Adobe program called InDesign to create slide shows, videos and animation.
Whether the excitement surrounding the upcoming release of the iPad in the U.S. will be short-lived or ever-lasting, nobody knows right now. Time will tell…