Interactive Tablet Advertisements: Business Development or Advertising Dollars?


nexus10-anglesEditor’s note: This is a guest post by Jack Becht, Co-Founder and Director of BULLETT Magazine’s Interactive Digital Publication for Tablet.

Pitching marketing teams on the benefits of interactive tablet advertisements often leaves me with this nagging feeling that I’ve been talking to the wrong people. Marketing professionals are quick to assess tablet advertisements according to the same analysis they might otherwise apply to print advertisements, and in doing so miss the most important point of all: tablet advertisements are not instruments designed to promote a future sale- they are e-commerce platforms unto themselves. The idea of advertisements as self-monetizing assets presents a platform for analysis that would require a level of scrutiny that is often beyond the considerations of a marketing department.  Here’s why:

The traditional value scheme associated with print advertisements is anchored in the notion that time spent within an advertisement will result in ad memory, which will translate into ad activation. Companies go to great lengths to prolong the amount of time spent within their print advertisements. They abandoned black and white images for color. They include clever slogans and photos. They apply high gloss finishes, print on unique papers, offer scratch and sniff interactive features- all with the intent of catching your attention, getting you to remember something, and increasing the likelihood of a purchase down the line. This is ...

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