知名品牌借iPad東風 大打品牌廣告

【英文原文】

Ipad To Launch With Payload Of Ads
Marketers from Nike to Fidelity Investments have been scrambling to land a spot on Apple's iPad in time for its launch this weekend. But for all the excitement about its advertising potential, the device has posed serious challenges in crafting campaigns.

Among campaigns set to roll out over the next few weeks, Nike is releasing an iPad application for soccer enthusiasts dubbed 'Nike Football+ Coach Edition,' which will give coaches information to help train athletes. The app, created by AKQA, an interactive ad firm in San Francisco, will include instructional drill videos. One feature allows coaches to test their squads against pros like Cristiano Ronaldo of Real Madrid.

MillerCoors will be sponsoring Sporting News, a sports magazine that will be part of an app from , a digital magazine company. The brewer will offer a Coors Light video that plays before clips from sporting events. Meanwhile, consumer-products company, Unilever will be running ads for its Degree deodorant brand in Time magazine's iPad app. Its ads, which will use video, promote a contest that it is conducting with the Discovery Channel, letting fans compete for a chance to appear on the 'Fan vs Wild' show.

Madison Avenue and marketers say the iPad will give a boost to the mobile-ad market, which has been slow to live up to expectations. Spending on mobile ads in the U.S. reached just $416 million in 2009 -- up from $320 million in 2008 -- according to market-research firm eMarketer.

'[The iPad] is mobile advertising but without the limitations of a mobile phone,' says Steve Pacheco, director of advertising and marketing communications at FedEx. 'It has more functionality and the screen size is bigger,' which lends itself to more creative ads.

Still, advertisers have to navigate obstacles such as the absence on the iPad of Adobe Systems' Flash video technology.

Among other hurdles is tracking. Marketers are likely to have a hard time telling how many people interacted with their ads unless they work with a tech company to measure the campaign's performance.

【中文譯文】

知名品牌借iPad東風 大打品牌廣告

從耐克(Nike)到富達投資(Fidelity Investments)等各公司的營銷人員都在爭相在蘋果公司(Apple)的iPad上佔有一席，以便能趕上本週末的發佈會。不過，儘管iPad的廣告潛力讓人興奮不已，卻也給營銷活動的策劃帶來了重大挑戰。

未來幾周預定推出的活動之一是，耐克將向足球愛好者推出一款名爲“耐克足球＋教練版”的iPad應用程序。這款程序能爲教練提供信息，幫助他們訓練運動員。程序由舊金山互動廣告公司AKQA開發，將包括指導性訓練視頻。其中有一個功能允許教練讓自己的球隊與皇家馬德里(Real Madrid)的“C羅”(Cristiano Ronaldo)等職業運動員過招。

釀酒公司米勒康勝(MillerCoors)將贊助體育雜誌《體育新聞》(Sporting News)，該雜誌將成爲數字雜誌公司開發的一款應用程序的一部分。米勒康勝將提供一段銀子彈啤酒(Coors Light)的視頻，視頻會在體育新聞片斷之前播放。與此同時，消費品公司聯合利華(Unilever)將在《時代週刊》(Time)的iPad應用程序中爲自己的Degree牌除臭劑品牌做廣告。它的應用程序將利用視頻，爲與探索頻道(Discovery Channel)合辦的一場比賽做宣傳，讓人們競逐在“野外探險愛好者”（Fan vs Wild）節目中亮相的機會。

美國廣告界和營銷人員說，iPad將會提振久負衆望的手機廣告市場。據市場研究公司eMarketer的數據，2009年美國手機廣告支出只有4.16億美元，較2008年的3.20億美元有所上升。

聯邦快遞集團(FedEx)廣告及營銷傳播主管帕切克(Steve Pacheco)說，iPad是手機廣告，不過沒有手機的侷限性。它有更多的功能，屏幕尺寸更大，這使它可以適用於更有創意的廣告。

儘管如此，廣告客戶必須避開障礙，比如iPad上缺少奧多比系統公司(Adobe Systems)的Flash視頻技術。

其他障礙還包括廣告效果跟蹤。營銷人員很可能難以說出有多少人與他們的廣告進行了互動，除非他們與科技公司合作來衡量廣告活動的表現。