Sales leads could be boosted for marketing professionals by embracing the opportunities offered by Apple’s iPad, it has been claimed.

Karin von Abrams, senior analyst at eMarketer, said businesses that use the technology to advertise have access to a typically affluent audience that is not averse to purchasing based on advertisement.

Furthermore, the product could offer a better return than advertisement via smartphone devices.

She commented: “On the whole, advertisers will be very interested in that larger, more intuitive format once they have seen other marketers lead the way. Obviously some high-profile advertisers are already on the iPad and are seeing good results.”

Meanwhile, figures compiled by the Nielson Company recently showed that 57 per cent of iPad owners said they did not mind being exposed to advertising on their device, as long as it meant they could access content for free.

Indeed, it also found that iPad users are more likely to make a purchase after viewing an ad.

Posted by Julie Knight, Managing Director – General Marketing, Industry News

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