知名品牌借iPad东风 大打品牌广告

【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.

【中文译文】

知名品牌借iPad东风 大打品牌广告

从耐克(Nike)到富达投资(Fidelity Investments)等各公司的营销人员都在争相在苹果公司(Apple)的iPad上占有一席，以便能赶上本周末的发布会。不过，尽管iPad的广告潜力让人兴奋不已，却也给营销活动的策划带来了重大挑战。

未来几周预定推出的活动之一是，耐克将向足球爱好者推出一款名为“耐克足球＋教练版”的iPad应用程序。这款程序能为教练提供信息，帮助他们训练运动员。程序由旧金山互动广告公司AKQA开发，将包括指导性训练视频。其中有一个功能允许教练让自己的球队与皇家马德里(Real Madrid)的“C罗”(Cristiano Ronaldo)等职业运动员过招。

酿酒公司米勒康胜(MillerCoors)将赞助体育杂志《体育新闻》(Sporting News)，该杂志将成为数字杂志公司开发的一款应用程序的一部分。米勒康胜将提供一段银子弹啤酒(Coors Light)的视频，视频会在体育新闻片断之前播放。与此同时，消费品公司联合利华(Unilever)将在《时代周刊》(Time)的iPad应用程序中为自己的Degree牌除臭剂品牌做广告。它的应用程序将利用视频，为与探索频道(Discovery Channel)合办的一场比赛做宣传，让人们竞逐在“野外探险爱好者”（Fan vs Wild）节目中亮相的机会。

美国广告界和营销人员说，iPad将会提振久负众望的手机广告市场。据市场研究公司eMarketer的数据，2009年美国手机广告支出只有4.16亿美元，较2008年的3.20亿美元有所上升。

联邦快递集团(FedEx)广告及营销传播主管帕切克(Steve Pacheco)说，iPad是手机广告，不过没有手机的局限性。它有更多的功能，屏幕尺寸更大，这使它可以适用于更有创意的广告。

尽管如此，广告客户必须避开障碍，比如iPad上缺少奥多比系统公司(Adobe Systems)的Flash视频技术。

其他障碍还包括广告效果跟踪。营销人员很可能难以说出有多少人与他们的广告进行了互动，除非他们与科技公司合作来衡量广告活动的表现。