Organisations are poised and ready, eyeing each other warily, stripping off Lycra and limbering up as they proceed to their blocks… only, no-one has told them what race this is.
The New York Times reports on the shuffling for position of marketers as they wait for the much anticipated iPad – not so they can watch Okay Go’s latest madcap video, but for the love of the almighty mean green. (Money, that is).
Companies such as FedEx are ready to advertise on iPad publisher subscription-based applications from the likes of Time; however, the article explains that as yet this is such a new advertising landscape that the charging structures are undecided. As yet no-one knows how popular the iPad will be and therefore predicting users and subsequent application subscriptions is difficult, with a knock-on effect of uncertainty on what charging model to use: fixed price fee?; number of impressions?; or some as yet unspecified method?
Additionally, until the iPad is released, how will we know in what format ads will look their best?
What is certain is that regardless of the answers to these questions, the dash off the line will be fascinating. No doubt there will be plenty of fallers, but who will be posing for the photographers wrapped in their brand’s flag?
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