Why Advertisers and Publishers Should Care That Apple’s ‘iPad Mini’ Is More Mobile
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Apple on Tuesday introduced the iPad Mini — a 7.9-inch tablet starting at $329 that is closer in size to the Kindle Fire HD and the Google Nexus 7 than previous versions of the iPad. Now advertisers and publishers that focus on Apple devices have a new complexity to consider: a truly mobile Apple tablet.
The Mini’s resolution is the same as the iPad 2, Apple said, and apps made for other iPads will render correctly on the smaller device. But its essential portability is still significant. Up to now, advertisers have talked about how iPads are typically used in a lean-back setting; Apple ads even pictured users’ feet up. That, in turn, has informed the type of ads that marketers distribute to tablets: often magazine-style, whole-screen takeovers and ads that drive people to e-commerce experiences made for browsing.
At the other side of the spectrum are advertising strategies for mobile phones, which are focusing more and more on location data, with the belief that the person viewing the phone is on the move and looking for something to do or buy.
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