Video asset management systems firm KIT digital recently conducted a survey, according to which 76.8 percent of senior marketing executives believe an iPad video strategy is crucial to their company's success. Ever since Apple CEO Steve Jobs confirmed the company's plans to release the iPad tablet device, experts have been viewing the new device as the saviour of traditional media. Just under a week after launch, Apple sold 450,000 iPad units, witnessing 3.5 million iPad application downloads and over 600,000 iBook downloads. According to data from web metrics firm NetApplications.com, the iPad already accounts for 0.03 percent of all online traffic. In contrast, Research In Motion's BlackBerry platform reportedly captures 0.04 percent.
While several media giants are betting heavily on the device, rival content providers are introducing competing apps of their own. iPad is seen to enable new entertainment formats and opportunities. It also introduces mobile marketing possibilities, heralding a new, interactive channel to reach consumers. The iPad’s capacity to seamlessly integrate ads into applications and media content is observed to set it apart from previous marketing channels. Publishers and advertisers are presently formulating their approaches to decide what works and what doesn't on the iPad.
With the iPad set to enable new, multimedia-centric developments that revolutionise traditional print formats, publishers are already experimenting with both advertising and content. Earlier last month, it was reported that Time magazine had signed marketing agreements with Fidelity Investments, Unilever, Toyota and at least three other brands willing to pay over $200,000 apiece for a single ad spot in each of the first eight issues of the newsweekly's iPad edition.
Geolocation is reportedly the most revolutionary dimension of the iPad marketing paradigm. The iPad with WiFi and the WiFi + 3G models triangulate user whereabouts to enable location-specific services. While it is not possible to accurately anticipate how dramatically the iPad will shape and reinvent the digital marketing landscape, it is expected that the impact will be significant.
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