The Future of Print

Condé Nast releases guidelines for iPad advertisers

Posted in Tablets by futureofprint on November 15, 2010

Here are Condé’s best practice guidelines for “creating advertising that will engage and resonate with the user”:

1. Take advantage of This New Medium’s functionality:Users responded positively to the additional functionality of the iPad. Therefore advertisers that included compelling and unique experiences, that were self contained and exclusive to the environment, were liked more than those that did not. Increased opportunities for engagement including video, photo galleries and links to websites are recommended.

2. Provide Clear Instructions on How to Engage with Your App:As many surveyed were not familiar with iPad navigation, ads that included clear calls to action and cues on how to engage the creative were more effective. Icons should be clearly visible and intuitive and state whether more content or additional functionality can be found.

3. Supply Additional Information but Avoid Repurposing Creative Assets Used for Other Media:Users enjoyed advertisements that provided something new and useful. Including detailed product info and how-to’s are recommended, however re-purposing video or creative used for other mediums is not suggested.

4. Tell A Story:The most remembered ads contained narratives. The iPad’s ability to showcase various forms of media offers a unique opportunity for telling a brand’s story. However, it was discovered that users became bored when the same advertisement was used repeatedly throughout a single application.

5. Lead Them Down the Purchase Funnel:Brands that enabled a user to directly access and purchase the featured product fared better than companies who offered homepage links alone. It is also recommended that due to compatibility issues, Flash not be used.

via Condé Nast releases guidelines for iPad advertisers.

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