The Apple iPad Mini & The Future Of Mobile Advertising October 24, 2012 by Brett Prince So, Apple has unveiled the much anticipated iPad mini, their smaller tablet with a screen size measuring 7.9 inches diagonally, equipped with a 5 MP camera, powered by a dual-core A5 processor, and 512 MB of RAM. It can be yours for $329. But wait! If you have a new iPhone do you really need the iPad mini? Well, this is a massive market for those travellers who would prefer a one-handed tablet. Picture ebooks and expensive cases to make it stand up. There are two options when it comes to colour: black or white. The iPad mini is 53% lighter and 23% thinner than the 4th generation device and is claimed to last a solid 10 hours on a battery charge. Doesn’t sound too bad, right? It shouldn’t. It’s advertising. The new tablet will seriously impact the travel industry – it’s slim and cheaper in comparison to its larger iPad brother, making it ideal for those travelling on planes or messing about over the holidays. Interestingly enough, Apple has also claimed that 90% of all search queries are done for its iPads. Naturally, on the other side of the strategic coin, there’s advertising potential here. Apple may be very appealing to advertisers through tablet based advertising. Mobile advertising spend has increased substantially this year and is forecasted to jump ahead 25% during the 2012 holiday season, taking the lead against smartphone advertising, marketing agency MC Saatchi has said. Damn, more ads? Ugh! That’s right. Fact: everyone gets annoyed at something on the web. Let’s go through a few things for fun: 1) Speed – Not all websites are fast and they may certainly not move as fast as we want or need them to 2) Pop-Ups – You have a pop-up blocker. Why the hell is this thing popping up!? Not every pop-up is blocked 3) Buttons – Those little icons in the way, maybe in your Start menu or a bunch of toolbars you’ve got up there, you can’t move ’em 4) http://www.youtube.com/watch?v=kfVsfOSbJY0 But wait, you missed something here. What about ads? Well, ads don’t annoy us. They entice us. Ads have been programmed to show us a product or brand we desire, perhaps even something that we purchase frequently. Or something related. The thing we don’t think about or realize is that we wish we had control in how the ads interact with us. They might be intrusive, we don’t want that. Who does? In fact, you know what? We want to be able to summon that ad at will. But that’s impossible. No, it isn’t. Mobile advertising makes that possible. Imagine you’ve got your new iPad mini, sliding an ad from left to right. This would give surfers the ability to control the display of an ad unit right before their eyes. This creates a much more interactive experience with the ad, allowing users to slide ads off to the side while they’re surfing, but bringing them to life when you drag them into the centre of the screen. Move the ad in and out with a finger flick. Magic. Sounds good, right? What do you think; will giving the user more control over ads encourage interaction? With Apple being a tablet hardware leader will we start seeing some traction with their iAd network? Sure, Apple doesn’t need a big mobile ad business. For now. But it sure could come in handy in the future. Share your thoughts in the comments below!