Imagining a Direct Response iPad App

For advertisers, the debate about whether Apple’s iPad provides superior experiences to its iPhone or Macbook is moot. With close to two million iPads sold in the U.S. by the end of June — and more than 200,000 more units selling weekly — iPadders are a rapidly growing enough audience to target with advertising.

Apple agrees. That’s why it’s launching iAd — an ad network for the iPhone, iPod Touch and iPad platforms. So advertisers are salivating, right? Not quite. Gasping is more like it, with Apple reportedly requiring early advertisers to part with a cool million or more. DRTV advertisers? Well, they’re nothing if not resilient and innovative — and they shouldn’t passively accept that the Tiffany price tag knocks them out of the iPicture.

We start with clear parameters. A DRTV iPad deployment must:

• Be conducive to direct response staples like calls to action and response metrics
• Appeal to consumers not purposefully seeking information about specific DRTV verticals like Snuggies, juicers, and home gyms
• Enable a response mechanism as easy to complete as picking up a telephone or typing a URL

We must then choose between the two formats that seem viable: standalone iPad-friendly applications (apps), or traditional online deployments that look great and sell well when encountered during iPad-based Web browsing. The app approach — which can benefit greatly from word-of-mouth buzz — has the best home run potential, but also carries risks. First, Apple must approve any app submitted for distribution through its App Store, and it’s possible it won’t welcome applications it fears could take a bite out of iAd. The second risk is familiar: attracting enough viewers. Although DRTV offers hundreds of worthy products, few inspire the sizable audience identification that would justify a product-specific download. However much you love OxiClean, the product, will you really install “OxiClean, The Sales App”?

What might work are apps that leverage large product lines or cooperating DRTV companies. “As Seen on TV” is both popular and proven — by direct sales, standalone mall stores and increasingly prevalent retail displays. A broad-based app could position itself as the Bing of consumer product selection — a solutions provider that links to 60-second spots that include calls to actions and clickable sales links. Perhaps the app could invite frequent usage by including a daily shopping tip, delivered by an engagingly campy host. Dare I suggest “DR.tv”(wink, wink)?

The safer approach is good old-fashioned Web browser advertising — but directed primarily to the sorts of applications iPad owners embrace, such as viewing TV. Imagine product-placement scenarios — you could envelope an episode where a Brady youth falls into a mud puddle between a pre-roll and clickable post-roll.

The pre-roll alerts viewers to stick around for the post-roll, which shows how modern mothers could solve Bobby’s mess quickly: with OxiClean. Best Carol and Alice as quick as a click? Who wouldn’t want to play that game? In fact, all online options are in play. So long as iPad users remain general Web browsers, every advertiser carries a back-door ticket to the ever-expanding wonders of (App)le Nation.

About the Author

Author of over 200 published articles, Tim Hawthorne is Founder, Chairman and Executive Creative Director of Hawthorne Direct, a full service DRTV and New Media ad agency founded in 1986. Since then, Hawthorne has produced or managed over 800 Direct Response TV campaigns for clients such as Apple, Braun, Discover Card, Time-Life, Nissan, Lawn Boy, Nikon, Oreck, Bose, and Heifer International. Tim is a co-founder of the Electronic Retailing Association, has delivered over 100 speeches worldwide and is the author of the definitive DRTV book The Complete Guide to Infomercial Marketing. A cum laude graduate of Harvard, Tim was honored with the prestigious \”Lifetime Achievement Award\” by the Electronic Retailing Association (ERA) in 2006.

The Gadget Show: Web TV Episode 84 – NaviBot and Top 5 iPad Apps

CarMD 2100 Vehicle Health System and Diagnostic Code Reader for OBDII Vehicles $93.99 This product offers peace of mind for anyone who has ever worried about car maintenance and repairs. The easy-to-use device, which fits inside a purse or glove compartment, empowers drivers to monitor their vehicles health. The CarMD tool can be used to quick-check an unlimited number of vehicles. Within seconds, its color-coded (green, yellow, red) vehicle health monitor LED’s tell you if your ve…

Defender SN301-8CH-008 8 Channel H.264 Smart DVR Security System with Coaching iMenu and 8 Hi-Res CCD Night Vision Surveillance Cameras (Black) $548.90 This Defender DVR system will work for almost any property because it includes 8 indoor/outdoor night vision cameras. Depending on the size of your business or home, you can mount the cameras at all entrances, in your yard and even inside. Setup is fast and hassle-free because everything you need is included in one simple kit and an interactive coaching menu helps you along the way. Keep a constan…

Q-SEE 8CH Business/Residential DVR with 4 IR 480 Line Cameras and 500Gb Drive $400.00 8 Channel DVR 500GB Hard Drive Included PC & MAC Viewing iPhone, iPad, Android, and Blackberry Viewing via Free App 4 Indoor/Outdoor Rated 480TVL Cameras Up to 75′ Night Vision 60′ Cable per Camera Included When you want to protect your home or your property with the best, Q-See DVR+Camera bundles are a winning combination for your surveillance solution. Q-See DVR+Camera bundles achieve excellenc…

Call a Clambulance $1.99 …

Purple Monkey Mission $1.99 …

Leslie Sansone: 5 Really Big Miles $6.61 Studio: Tcfhe/anchor Bay/starz Release Date: 10/04/2011 Rating: Nr…

Disney Pixar Cars 2 AppMATes Lightning McQueen Single Pack $9.39 The AppMATes Cars 2 Single Pack turns any iPad into an endless virtual play mat! Download the free app and begin exploring Radiator Springs,Tokyo and many new places to come!. AppMATes are 100% safe for iPAD use and are the first physical toys to interact and come to life with a digital interface. Watch them in action as you drive through each city with real shining headlights, and listening to ac…

Zoobles Mama & Babies Playset $15.29 The perfect place to raise and nurture your baby Zooblings! Mama and the twin babies have an incredible assortment of activities and accessories. Sit them in the baby swings as Mama sways them back and forth. Use your feeding and diaper changing stations to keep the twins well fed and clean. Product Features Let them roll down the slide into their playpen and watch as they jump whenever Mama co…

Helo Tc Helicopter $32.99 Ingenious remote controlled RC helicopter from Griffin, who can be controlled easily touch with your iPhone or iPod. Ready-to-fly, without time-consuming assembly. Unpacking and immediately fly away! You control these agile 6-Channel Heli easily with you…

Pioneer CD-IU51V AV iPod/iPhone Cable for Pioneer AV and Navigation models $34.45 IPOD(R)-TO-USB CABLEVIDEO CAPABILITY FOR AVIC-X930BT & AVIC-Z130BT0.MUPC : 884938137065Shipping Dimensions : 7.00in X 3.20in X 1.00inEstimated Shipping Weight : 0.1349…

Incredible iPad Apps For Dummies $6.99 The popularity of the iPad is growing at an unstoppable rate and users are looking for help sorting through the tens of thousands of apps available in the App Store. Packed with helpful reviews and valuable tips on how to make the most of each app, this book walks you through the vast selection of apps and helps you narrow down the most essential and entertaining apps for your needs and interests. Mac guru Bob “Dr. Mac” LeVitus helps you uncover the best of the best apps in business, education, entertainment, finance, health, fitness, games, news, music, sports, weather, and more.

Iphone and Ipad Apps Marketing By Hughes, Jeffrey $28.26 Author: Hughes, Jeffrey Subtitle: Secrets to Selling Your iPhone and iPad Apps Publication Date: 2011/09/30 Number of Pages: 316 Binding Type: Paperback Language: English Depth: 0.75 Width: 6.25 Height: 9.25

iPad For Dummies $11.99 Part iPod touch, part MacBook, and part eReader – and all impressive – the iPad combines the best technological advances from all of these products into one ultraportable touch device. This full-color guide is the perfect companion to help you get up to speed and on the go with Apple’s revolutionary iPad. Veteran For Dummies authors and Mac gurus begin with a look at the multi-touch interface and then move on to setting up iTunes, surfing the Web, and sending and receiving e-mail. You’ll discover how to share, store, and import photos; buy and read your favorite books; get directions and use maps; rent, buy, and watch movies and TV shows; listen to the latest music; play games; shop for cool new apps; and much more. From no-nonsense basics to useful tips and techniques, iPad For Dummies will help you discover all the cool things your iPad can do.

FiveStar Apps By Fleishman, Glenn $24.43 Describes a variety of applications that are available for the iPhone and iPad. Author: Fleishman, Glenn Subtitle: The Best iPhone and iPad Apps for Work and Play Publication Date: 2010/11/02 Number of Pages: 200 Binding Type: Paperback Language: English Depth: 0.50 Width: 6.25 Height: 9.50

Sips & Apps: $13.56 When it comes to cocktails and appetizers, chef Kathy Casey is an expert at balancing flavors and textures. Sips & Apps has 100 recipes that include not only classics like the Martini and Manhattan but also creative new concoctions like the Douglas Fir Sparkletini and the Blue Thai Mojito. Appetizers include simple finger foods like Roasted Pear Crostini with Gorgonzola and ChaCha Cashews and more substantial treats like Asian Shrimp Cakes with Sweet Chili Sauce. Lots of info on stocking a home bar and plenty of techniques and extras (like a nifty double ribbon marker labeled “sips” and “apps”) make it easy to match up the right sip with the right app. Chef Kathy Casey is celebrated for her ability to dazzle the palate and is widely recognized for her role in bringing women chefs and Northwest cuisine to national prominence. She owns Kathy Casey Food Studios, a food, beverage, and restaurant consulting venue in Seattle, and Dish D’Lish, featuring fresh-made Food T’ Go Go and a line of retail specialty products. Also an accomplished food writer, Kathy pens a monthly column, ‘Dishing,’ for the Seattle Times. A frequent TV guest and host, you can also catch Kathy on the air. This is her 7th cookbook. Her most recent cookbook was Kathy Casey’s Northwest Table from Chronicle Books. A true Northwesterner, this Washington-born chef grows an urban ‘parking lot’ garden at the Studios and loves to fish and to hunt for wild mushrooms.

Logitech / Logitech Revue w/Google TV – TV Web Browser & Internet Apps All in One Place! / 970-000001 $121.68 Logitech – Logitech Revue w/Google TV – TV Web Browser & Internet Apps All in One Place! – 970-000001

Logitech Revue With Google TV Internet To TV Apps WiFi HD HDTV Keyboard & Box 970-000001 $105.03 Logitech Revue With Google TV Internet To TV Apps WiFi HD HDTV Keyboard & Box 970-000001

iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps $20.81 No Synopsis Available

IPhone and iPad Apps Marketing : Secrets to Selling Your iPhone and iPad Apps $20.81 No Synopsis Available

Iphone and Ipad Apps for Absolute Beginners $21.94 No Synopsis Available

Incredible iPad TM Apps For Dummies ? $15.81 No Synopsis Available

Iphone and Ipad Apps for Absolute Beginners By Lewis, Rory $32.1 Provides information on building applications for the iPhone and the iPad, covering such topics as code, multiple graphics, table views, arrays, and MapKit. Author: Lewis, Rory, Dr./ Easton, Ben (FRW) Subtitle: Ios5 Edition Publication Date: 2012/01/11 Number of Pages: 535 Binding Type: Paperback Language: English Depth: 1.00 Width: 7.50 Height: 9.25

Mister TV skin for Apple iPad $29.99 Mister TV skin by Skinit.com. Fits Apple iPad. View this and other covers, skins & case accessories at Skinit.

Five-Star Apps : The Best iPhone and iPad Apps for Work and Play $16.65 No Synopsis Available

Developing C# Apps for Iphone and Ipad Using Monotouch By Costanich, Bryan $67.07 Author: Costanich, Bryan Subtitle: iOS Apps and Games Development for .NET Developers Publication Date: 2011/06/09 Number of Pages: 493 Binding Type: Paperback Language: English Depth: 1.10 Width: 7.50 Height: 9.25

Logitech Revue w/Google TV – TV, Web Browser & Internet Apps All in One Place! $101.99 Find, share, and control a world of entertainment from cable and from the web!The Logitech 970-000001 Revue with Google TV lets you enjoy PC and TV functions all at the same time. Just simply connect it with your TV and you’re ready to surf the web and enjoy watching TV simultaneously. Revue comes with an easy-to-set-up set top box and an intuitive companion keyboard controller.TV, Web, and Android apps all seamlessly integrated on the best screen in your home—your HDTV. Powered by Google TV, the Logitech Revue makes bringing all your entertainment together simple and easy. Enjoy watching TV, Surfing the Web and even downloading apps from Android Market.Enjoy all your favorite entertainment at your fingertips! Order this Logitech 970-000001 Revue with Google TV today!

Best iPad Apps : The Guide for Discriminating Downloaders $18.31 No Synopsis Available

iPhone and iPad Apps for Absolute Beginners iOS5 $21.94 No Synopsis Available

Incredible iPad Apps for Dummies By Levitus, Bob $23.66 Each book covers all the necessary information a beginner needs to know about a particular topic, providing an index for easy reference and using the series signature set of symbols to clue the reader in to key topics, categorized under such titles as Tip, Remember, Warning, Technical Stuff and True Story. Author: Levitus, Bob/ Chaffin, Bryan (CON) Series Title: For Dummies (Computer/Tech) Publication Date: 2010/12/28 Number of Pages: 227 Binding Type: Paperback Language: English Depth: 0.75 Width: 5.75 Height: 8.75

The Web Designers Guide to iOS Apps By Layon, Kristofer $41.07 Provides information on creating a variety of applications for the iPhone, iPod touch, and iPad using standard iOS elements. Author: Layon, Kristofer Subtitle: Create iPhone, iPod Touch, and iPad Apps with Web Standards: HTML5, CSS3, and JavaScript Publication Date: 2010/12/02 Number of Pages: 251 Binding Type: Paperback Language: English Depth: 0.50 Width: 7.25 Height: 9.25