"There is a lot more talk about the results of digital these days, and more things are being considered digital," said Lana McGilvray, VP of marketing at Datran Media. "After declines, it is also natural for people to be optimistic."
site launched a reading application : Marketers are looking to Apple’s exclusive to the iPad, which will iPad as a white knight for enhanc- feature exclusive ad content from : After enduring a difficult ing their digital and mobile tactics. Cadillac promoting its 2011 CTS recession, marketers are expect- The device, which first shipped Coupe, set to debut this sum- ing improved ad revenues and to eager customers on April 3, mer. The iPad’s tech-savvy increased digital spending this will affect the way marketers cre- audience is an important year, according to a survey by ate display ads, conduct mobile demographic for Cadillac digital firm Datran Media. e-commerce and collect data from as it produces the sports car, The company’s fourth annual tech-savvy consumers, industry the company said. report, which examined the mar- experts said. “The kind of audi- keting and budgeting priorities of Like the desktop computer and ence that is likely to be digital marketers, found that 73.6% the smartphone before it, the iPad an early adopter of the of respondents believe advertising can host most traditional market- iPad, and Coolhunting. revenues will increase in 2010. ing channels, including search, com’s audience, are the Marketers are also planning display, mobile, interactive and kind of people that are to spend more money on online e-mail. However, its large, inter- interested in a dynamic channels, which they see as effec- active touch screen will allow luxury sports car like tive and measurable, according to marketers to create a richer media our Coupe, so it makes sense to the study. The survey found that experience than previously pos- be here,” said David Caldwell, 93.6% of respondents will increase sible, experts say. network. “For marketers, this for a richer media experience than Cadillac spokesperson. their budget for digital market- “The iPad is designed as the ulti- means that now you can put an on other mobile devices.” The sponsorship, which will run ing channels this year, and 72.8% mate media consumption device advertising message onto various Cadillac took advantage of the for 12 weeks, is the first campaign will use audience measurement and is great for consuming content interactive platforms across the device’s consumer buzz by teaming for Cadillac since it signed Bartle tools to assess the success of their li
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