Estee Lauder, Tiffany & Co., Macy’s ads prove iPad is canvas for engagement

Top-notch brands such as Estee Lauder, Tiffany & Co., FedEx, Macy’s and Nestle are finding that the iPad is changing the print advertising landscape, allowing for more engaging and interactive experiences.

These brands are all print advertisers in the 20th anniversary issue of Martha Stewart Living magazine, which has launched an iPad version to commemorate the occasion. The brands have all added interactive elements to the digital versions of their ads, proving just how effective the iPad is at providing engaging experiences.

“The iPad represents a real opportunity for advertisers," said Gael Towey, chief creative and editorial director at Martha Stewart Living Omnimedia, New York. "They want to reach a new audience too, and in a more immersive way.

"Now they can, by using the same tools that are available to editors to create an entirely new and exciting experience for consumers," she said.

Created with Adobe’s digital publishing technology, Martha Stewart Living’s edition for the iPad re-imagines for the digital age one of the world’s most recognized mass-market consumer lifestyle titles.

Featuring all original content, the application brings together the inspiring ideas, practical how-to information and beautiful photography that distinguish the Martha Stewart Living brand.

Innovative functionality includes scrolling recipes, slide shows, videos, audio, animation and panoramas.

Playboy breaks location-based mobile initiative to engage trendsetters

Hugh Hefner’s adult entertainment brand Playboy Enterprises Inc. has unveiled Playboy Scout, a nightlife application enhanced with location-triggered content delivery.

Using Xtify Inc.’s geo-location push notification technology, Playboy Scout is available on Android phones nationwide and will soon be launched on other smartphone platforms. The Scout application presents Playboy’s audience with exclusive nightlife-oriented offers and information about events, clubs, and bars which have been reviewed and recommended by Playboy’s editors, and delivers push notifications to users when they are in proximity of venues of interest.

“Playboy has always been an authority in the nightlife space, with entertainment content that is even more relevant when unleashed from the confines of a computer or magazine,” said Paul Lee, managing director of new digital venturesa at Playboy Enterprises, Chicago. “Playboy is leveraging its respected editorial content and expertise on new digital platforms to extend the Playboy brand in the nightlife arena.

“The mobile phone is the one device people have with them constantly, in their pocket or their purse,” he said. “Brands not thinking about reaching their customers via the mobile device are going to get left behind—that said, mobile applications have to be continually relevant to the consumer or they'll cease to be used.

“Xtify's technology allows us to reach the consumer at the time and place in which the message we're sending is most relevant, and to easily send location-triggered notifications even when the app is closed on the consumer's phone.”

Mobile App Development Grows Sharply

The number of mobile applications developed by advertisers/marketers in 2010 increased significantly year-over-year, according to a new report from Millennial Media. When asked the number of mobile applications they developed in 2010 compared to 2009, advertisers participating stated growth in every area.

In particular, advertisers developing 20-50 apps stated an astounding jump 1,975% jump from four in 2009 to 83 in 2010. Conversely, the number of advertisers who did not develop a single application decreased 42% year-over-year (from 19 in 2009 to 11 in 2010).