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DRAFTFCBlog - Thoughts, Insights and Opinions on the Ad Industry > Posts > What the iPad Launch Means for Advertising  

 
What the iPad Launch Means for Advertising

Posted by Josh Dysart, Manager, Corporate Communications

Passing by the Apple Store this morning, I was reminded that tomorrow marks the launch of Apple's latest innovation, the iPad.

I went online to catch up on the news, and I was reminded yet again. And again. And again. It's everywhere.

That got me to thinking. What does the iPad mean for advertisers and agencies?

So before he started his day, I had the chance to sit down with Draftfcb Chicago's Chris Miller, EVP, group management director, digital, to get his thoughts on that very question.

His answer is in the video below, and after watching it, I'd love to hear what you think.

Interview with Chris Miller



Comments

janet.barker-evans@draftfcb.com

I just got my iPad this morning. All I can say is OMG.
at 4/3/2010 12:43 PM

Ed Personius

The value of being, or creating a "game-changer" is immense and cannot be underestimated.  He rightly points out in his anecdote about the iPod that it revolutionized how people listen to music, even though it was not the first digital player device.  The "fun" factor is high with Apple products precisely because they do a good job with the tactile features that draw you into their devices.

We are working with something similar in the visual messaging arena:  Window Video Systems.  They will likewise be a game-changer.

www.Looknglas.net
http://www.looknglas.blogspot.com/ 
at 4/6/2010 10:23 AM

Ya Cee Ng

Chris Miller is right on the dot that the iPad is a "game-changer". The evolution of technology is an exciting discourse to think about because it is so fast-paced that daily consumers can hardly even remember themselves being technology newbies back in 90's. After the invention of a simple computer, new ventures were able to blossom because of this one device. A laptop was invented and then new ventures were able to make business out from different styles of laptops (i.e. whole laptop line of Macs or Dell's notebooks) to the booming online game industry (i.e. Counterstrike, Maplestory). Then a new piece of technology came about, and that was the iPod, which then evolved into an iPhone. The iPhone allowed many new ventures to make a generous amount of profit from mere flash games.

Now, the iPad is another "game-changer". Why? Because companies are trying to market off products that consumers will not have to put any effort in using their product. Due to these new technologies, the average daily consumer is now so used to products being self-operational with little to do as the user.

If using reading newspapers as an example...

1) Physical hard copy: There has been a significant decrease of consumers buying newspapers for a couple of reasons such as: A) in order to be environmentally friendly, B) Do not feel or have the time to actually read the whole article, but rather just need to know the basic headline. Like CNN, there are bullet points that can be read before the article instead of skimming the article.

2) Internet websites: Even when going on a newspaper's website like CNN or BBC, a laptop of some sort is still essential. But to just check the news, a consumer would have to start up their laptop, open a browser, and type in the website link (or through RSS newsfeed or Google desktop). In other words, there is a procedure that a person would have to go through in order to just get to the news.

The iPad allows you to be able to slide your finger across the touch screen for easy access. Also, the user will be able to use the iPad even when lying on his/her back! Which is a huge upgrade from any kind of laptop. Yes, we have smart phones and iPods, but those electronic devices do not give that same comforting feeling of a big, personal monitor in your face.

I think the iPad will start a new wave or trend that will give current ventures a highly beneficial opportunity to enhance their profits by the creation of new programs/applications catering to the iPad.

Thanks so much for taking the time to upload this video.

Best,

Ya Cee Ng
yaceeng@umich.edu


at 4/6/2010 10:04 PM

Tony Garcia of Phuel Marketing

I personally think the i-Pad is overrated. even after listening to Chris Miller. Don't get me wrong. Mac's are great. The Ipod was ingenious, the i-phone is no good. The i-Pad is difficult.
I do agree that the i-Pad is a game changer, but I truly believe that something better will come along very soon from Samsung.

The mini laptops are great even though they are window based. However if you can change it to Linux, which is what every company in the world uses for security systems and streamline, then you have a powerful component.
They are small and more managable.
Just my thought coming from a music programmer that uses Mac's for different use.

Tony Garcia
CEO
Phuel Marketing & Management Group
phuel-ent.com
tgarcia@phuel-ent.com
at 4/28/2010 2:53 PM

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