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Content marketing: iPad advertisers are engaged – but for how long?

July 17, 2010

According to a recent feature in Ad Age (see link below), digital advertising on the iPad platform seems to be producing deep levels of engagement with viewers/readers. This is hardly unexpected news. Viewers/readers with their fresh-out-of-the-box shiny new iPads are going to be touching and scrolling everything in sight to see what moves and what doesn’t.

It will be interesting to check back in a few months’ time to see whether people are still “playing” with the interactive ads and then taking an action that an advertiser can measure, or whether the novelty of sliding and clicking will wear off and we will start to see viewers skipping through ads again to get to the next piece of content that they really want to consume.

In any case, this latest piece of news is not so much an endorsement of the power of online versus print, but proof that advertising, when presented as an entertainment experience instead of a sales message, still works!

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