Publisher tells clients: We can do a better job of iPad ads than your creative agency
Media owners are creating iPad ads for clients in-house because advertising and media agencies are failing to get to grips with the new medium, a publisher has warned.
Craig Treweek, MD of StreetPress Australia, made the comment at a discussion on tablet publishing at last month’s Mumbrella360 conference. StreetPress publishes Three magazine for the iPad which was named one of the 20 best iPad mags in the world.
But Treweek said that the publisher was mainly dealing with advertisers directly because agencies don’t know what to do. Treweek argued that the starting point for most iPad apps should be adding functionality to a print ad, rather than simply embedding a TV ad.
He said: “I think creative agencies are a bit confused with what to do with it. We’re doing a lot of creative for our direct clients whether they be record labels and some of the larger brands, and we are telling them ‘We can actually maybe do it better than your creative agency’.”
“When we call creative agencies or we talk to media buyers, media planners don’t seem to know what to do with it; creative agencies are excited but don’t seem to know what to do with it.”
Treweek was speaking at a sponsored session curated by tablet platform Oomph. It also featured Oomph CEO Keith Ahern and Encore magazine and Mumbrella editor-in-Chief Tim Burrowes. Encore is produced on the Oomph platform.
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or, maybe just this:
http://www.bestadsontv.com/ad/.....ce-Fake-Ad
Not just interactivity but actually taking into account how the reader/viewer/user behaves.
It’s not a print ad, Craig: it’s an iPad ad.
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A frightening number of creative agencies seem to be still struggling with *print*; they simply don’t understand the possibilities and limitations of the medium.
So, not surprising in the least.
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OK, time to set me straight. Are you using “iPad” as a generic term for tablet devices, or are you really limiting viewing to Apple nuts?
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Hi Serena,
If you have the time, it’s worth watching the video chat, which covers some of the issues around iPad vs Android vs HTML5. The short version is that this is the iPad app, but we are keen to have an Android or HTML5 version as soon as we can. It made sense for us to start with the iPad because of penetration within our market, and the fragmentation of the technology at this point means that we’re not yet aware of a straightforward “publish once” option.
Cheers,
Tim – Mumbrella
Ideas vs technology. These days it’s gimmick with no idea or idea with no clever use of technology. And that’s in the annuals.
Will be a tough one, hopefully art and science end up in bed together and we can get on with the business of bringing big brand promises to life in interesting new ways.
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Hi Tim. Well I have watched the chat and tolerated the compressed quality of the audio. So bad that I had to “force” myself to keep listening in the hope of getting the information you promised. OK, as a publishing experiment you went with the iPad. As an atheist I don’t go for the Apple closed shop mentality and suggest that confining publishing to a niche device is a short-term error of judgement. However, as you say, it’s toe-in-the-water.
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