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iPad: Launching New Advertising Opportunities

“…With the iPad [many publishers] feel they have a technology that best marries the splashy look and size of a full-page print ad with the cool interactive features of a digital ad—and the ability to count how many people saw it.”

Source: Advertisers Gather Around as Publishers Tout Bells and Whistles of Apple’s iPad

Since April 2010, more than 3.2 million iPads have been sold. The iPad was launched in Australia, Austria, Belgium, Canada, China, France, Germany, Hong Kong, Italy, Ireland, Japan, Luxembourg, Mexico, Netherlands, New Zealand, Singapore, Spain, Switzerland, the United Kingdom and the United States.

The global financial services firm Morgan Stanley estimates iPad sales to reach 10 to 16 million units by yearend. But that is just a start. Investment researchers all agree: The distribution of the iPad is going to rise significantly in 2011. A report by Bernstein Research states the current iPad sales rate is about 4.5 million units per quarter.

Today, most publisher represented by Publicitas North America already propose or plan to propose offerings such as apps for the iPad—a new rich way to consume multimedia on the go. This opens new opportunities in the media mix of advertisers, allowing more focused targeting and offering new ways to interact with the brand.

According to a poll by Cooper Murphy, Apple’s iPad is the preferred method of reading newspapers and magazines among consumers already owning the device. The poll also found that most iPad owners prefer the device for reading books and gaming.

Cooper Murphy’s poll of 1034 UK iPad owners has provided an insight into how consumers use the device. The poll revealed:

   * 43% use the device for more than 10 hours per week
   * Consumers most often use the device within their home
   * 24% use their iPad as their primary entertainment device
   * 38% prefer iPad for internet browsing
   * The iPad is the preferred method of reading newspapers
      and magazines
   * The iPad is the preferred way of reading books
   * Plurality prefer iPad for gaming

Click here to find an example of how you could use the advantages of the iPad.

International: ELLE Worldwide Advertising Market Share

ELLE confirms its advertising leadership in the fashion sector with +0.6% (Jan-Jun 09) increase in its market share worldwide. ELLE has particularly increased its market share in the US 3.3%, UK 2.8%, Portugal 2.3%, Greece 3.1% and Japan 5.9%, but also in emerging markets like Brazil with 4.4% and India 1.4%.

Magazine	Ad Pages	% Market Share	+/- Jan-Jun 08
ELLE	10,551	30.5%	+0.6%
Vogue	6,293	18.2%	-0.5%
Cosmopolitan	4,493	13%	+0.4%
Marie Claire	4,342	12.5%	-0.4%
Harpers Bazaar	3,989	11.4%	-
Glamour	2,989	8.6%	-
InStyle	2,014	5.8%	-0.2%