In a move to gauge the iPad’s marketing potential, retailers and brands are starting to place interactive ads in digital magazine publications featured on the tablet, hoping their early adoption of new technology may help them swoon new consumers and target their primary audience.
Macy’s is one of the first retailers to try their hand at pushing products on Apple's new tablet via ads in digital publications and the retailer is confident their efforts will pay off, Martine Reardon, Macy's executive vice president of marketing and advertising, said.
“You see a huge push into the digital space, mainly because it’s where the customers are,” Reardon said. “The more that we are out there doing new things, the better off I think we are.”
The retailers’ ad is currently featured in over 20 magazines that are available for subscription on the iPad, including Elle, Harper’s Bazaar and Marie Claire. The ad for Macy’s appears in the publications as another page, but allows for the reader to also access a slideshow that features new items from Macy’s catalogue.
With more than two million iPads sold since Apple launched the tablet in early April, there is no doubt marketers are excited about the iPad’s potential reach. But is being the first to invest in advertising in digital publications featured on the iPad the best marketing move? For retailers, it might be.Page 1 of 4 | Next Page