Early Thoughts on iPad and iAd Marketing in Ad Age

Image representing iPad as depicted in CrunchBaseImage via CrunchBase

I was able to get a few thoughts in Ad Age on what both the iPad and then Apple's iAd platform mean for marketers. You can read the full article there; I'm not resposting it here.

A couple other random thoughts relating to it:

I did, as noted in the piece, write the whole article on my iPad. It wasn't that hard. Actually, the hardest part was writing it initially while waiting for takeout at a local Vietnamese restaurant, as people coming in the restaurant wanted to talk to me about it. The food also came way too quickly. Typing felt fairly natural, even if I wouldn't normally use it over a keyboard. I did separately get a wireless keyboard for it, along with a dock, so I have more flexibility. The case I got right from the Apple store doubles as a stand.

One thing the iPad of course doesn't allow for is multitasking. In light of that, when I wrote my first draft of the column in the default iPad email client, I couldn't easily surf the Web and look up stuff – like, oh, the official name of the ad platform. Normally I do a ton of lookups while I write, whether or not it shows in the final product. Fittingly, I technically got the name wrong – it's really iAd, not iAds, as I called it in Ad Age. Hardly a huge deal, but it's funny that my mistake would have been easily corrected if I wrote the post as I wrote all the others.

Also, this went through a few drafts and all the revisions were done on a PC in Word. I'm not THAT much of a purist. My colleagues at 360i had some very welcome suggestions for the piece. One idea I had that didn't work was to reframe the Apple vs Google issue as Apple vs Agencies. The problem was I was cramming too many ideas into one: first that the Apple-Google rivalry is overblown (Google could cede the whole app ad market and still be in an amazing position in mobile thanks to a combo of Android proliferation, mobile search, mobile web display, deals with other handsets/carriers, etc), and secondly that the extra hurdles Apple's introducing into advertising makes them antagonize marketers and agencies in a way. There may be something to the idea, but there were too many ideas in a post running a few hundred words, and my colleagues were totally right in strongly encouraging me to shift angles. And really, I didn't need much convincing. They just saved Ad Age's editorial team, among the best I've worked with, the hassle of reworking the post when they got it.

Again, the full article's at Ad Age: http://adage.com/digitalnext/article?article_id=143206 .

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One thought on “Early Thoughts on iPad and iAd Marketing in Ad Age

  1. Apple has been always ahead in innovations, iAds is remarkable; would search out more about it that how can it be effective in promoting small business.

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