Newspaper ads sell out as iPad features expand

(Excerpt from

THE Australian has sold out advertising on its Apple iPad application for three months with confirmation IBM and Emirates have signed up.

The Commonwealth Bank was the first advertiser to take a $250,000 advertising package, which provides category exclusivity on the app for three months, as well as advertising in the newspaper and online, and a presence in the paper’s $1 million marketing campaign. Last week Optus confirmed it was also on board.

Managing editor, online, Grant Holloway, said the concept of what advertisers were able to do on the device, which launches in Australia on May 28, was changing all the time.

The Australian’s app is expected to be able to play video close to its launch date, on or soon after the iPad goes on sale, meaning advertisers will also be able to show video.

“There’s a challenge for all the agencies and creatives because the iPad won’t play Flash and a lot of online ads use Flash, so there are a lot of people who are going to have to become very familiar with HTML5,” Mr Holloway said.



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