In Brief

The Barbarian Group founder explains the key opportunities for brands on Apple's tablet.

In an opinion piece for AdWeek, Barbarian Group founder Benjamin Palmer examines the new Apple tablet and the opportunities and challenges that it provides marketers. He says that because the iPad is app-driven, users are immersed in content and therefore banner ads are going to feel “way more invasive”. Palmer also argues that the key opportunity for brands is to create useful services that users are immersed in:

In a Web site you’re a “visitor,” but on the iPad most of your experiences are with apps you intentionally download — they feel more “yours” because you choose the experience in advance, usually based on reviews. It’s a much more considered experience than simply “surfing the Web.”

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