Home  › Media › Media Buying

Thanks iPad – Apple's Darling Spawns New Sponsorship Opportunities

  |  November 18, 2010   |  Comments

Many companies are redesigning their websites to accommodate the iPad or creating custom sites. Here are a few examples.

The introduction of the Apple iPad earlier this year has changed a lot for digital marketers. It has opened up new advertising opportunities. It's making consumers more open to receiving advertising in general, too. It's even encouraging media companies to reconsider how their sites are designed.

This latter development has implications for digital media buyers. Not only does the recent rash of iPad-optimized redesigns and custom iPad sites translate into some new site placement options, but in many cases it marks the launch of accompanying cross-channel products, thus opening up even more advertising options.

The impetus for these site redesigns is primarily better site functionality on the iPad. When it was announced the iPad would not support Adobe Flash - used for 70 percent of games and 75 percent of video online - some publishers and developers, along with Adobe itself, cried foul. But if Internet content is known for anything it's the ability to adapt in the face of new challenges and technologies.

And adapt it has. Some publishers - like CNN, The New York Times, Reuters, Time, and Vimeo - feature an iPad-friendly HTML5 video player when you navigate to the sites on your iPad. ESPN has optimized its site navigation and live scoring for iPad's "Multi-Touch" display, while TVGuide.com offers a new customized interface. The Wall Street Journal, NPR.org, Nike.com, and TED.com all now offer largely Flash-free versions of their sites for the benefit of iPad users - in most cases also offering something that they didn't before.

Most recently, PBS.org was redesigned to feature improved navigability where content like blog posts and videos is concerned, more personalization, topic aggregation, and other enhancements. The changes have allowed PBS to provide its advertisers with more video pre-roll sponsorship opportunities online.


When it relaunched its site, PBS also threw in an iPhone app and one for the iPad. The strategy makes good sense in that it aims to please both the consumer and the advertiser; if you're going to acknowledge the reach of Apple's products and the value of its users, why not take your efforts a step further to provide a customized cross-channel experience? For media buyers it means access to a PBS iPad app sponsorship that includes a load screen banner, full-screen banner that launches when a user clicks the logo or watches a video, and a "custom rich media execution" within the app itself (the similar iPhone app also includes an expandable banner).

New opportunities aren't, however, limited to the iPad itself. Brands may be using its existence as an excuse to branch out into the "mobile" realm, but what that expansion means is that they can now offer advertisers cross-channel campaigns that leverage all key digital platforms. For example, advertisers eager to connect with kids and their parents can, for the first time, partner with PBS KIDS as a cross-channel sponsor and receive ad placements online, through mobile media, on TV, and at live events. Meanwhile, corporate sponsors of NPR's new site can secure exposure online as well as on the related iPad app, which improves the browsing and listening experience for consumers.


We've all been eagerly watching the evolution of iPad advertising as companies like USA Today and Pandora pave our way with unique ad tactics that may soon become the standard. As we do, let's not overlook the iPad's effect on site design and publisher mentality, and how it's reshaping media buying opportunities. Keep a close watch on your go-to publishers and be at the ready when they too reconfigure their offerings for a 360-degree media presence.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!


Tessa Wegert

Tessa Wegert is a business reporter and former media strategist specializing in digital. In addition to writing for ClickZ since 2002, she has contributed to such publications as USA Today, Marketing Magazine, Mashable, and The Globe and Mail. Tessa manages marketing and communications for Enlighten, one of the first full-service digital marketing strategy agencies servicing such brands as Bioré, Food Network, illy, and Hunter Douglas. She has been working in online media since 1999.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...