CAT | Advertising
In a sign that everyone believes that iPad is truly the Jesus Tablet, MAGNA has revised estimates for mobile advertising. While they don’t believe mobile advertising is significant, they also note that online advertising is the growth sector, which could also include web browsing on iPad:
Online advertising will once again prove to be the fastest growing medium during 2010. MAGNA expects 12.8% growth in online advertising revenues, led by 16.8% growth in paid search. … While mobile platforms such as the iPad will generate much excitement this year, mobile advertising will generally contribute only limited volumes of incremental advertising dollars to the marketplace.
Apple and Google may be in the beginning of a new media battle, but does that mean Madison Avenue should be happy? Jim Edwards at BNET thinks that Google and Apple are like a familiar Japanese movie:
“Google is Godzilla and Apple is Ghidorah the Three-Headed Monster, then ad agencies and their media buying arms are Tokyo — getting trampled underfoot.”
iPhone advertising and analytics company Medialets has launched their SDK for the iPad platform. It allows publishers to switch ad providers including AdMob and Quattro Wireless without having to push an app update.
iMedia writes about how the iPad launch further rationalizes Apple’s purchase of Quattro Wireless and how their anti-Flash stance will force agencies to Think Different.
A great Adage article by Phil Johnson that talks about new channels, Apple as savior, and how the iPad satisfies our nostalgia. Yes, the creative bar has been raised and some publishers have stepped up. The question is whether or not advertising budgets have room for the device.
