At ad:tech in New York, executives from Condé Nast and National Public Radio shared some of their tactics in capturing advertisers and developing new creative for their iPad apps.

Here are the highlights:

• Repurposing content from other mediums (such as TV commercials) doesn’t work as well as creating content specifically for the iPad.
• Detailed information and how-tos worked really well on the iPad.
• Ads that resonated the most with users had a narrative of some kind.
• Links should be relevant: if users click on a picture of a purse in an ad, they expect to go to a page with more information on that bag and the opportunity to purchase it; it’s disappointing if a link goes straight to a company’s homepage.
• A Nielsen study that found that 24 percent of iPad users admitted to making an in-store purchase after seeing a product in an iPad ad, whilst 48 percent said they made a purchase on the Internet or phone, and 8 percent made a purchase through the iPad.
• A single video is the most popular advertisement, followed by slideshows.
• Containing links within the app itself is better than linking externally.
• On the NPR iPad app (about 700,000 downloads), the pre-roll gets conversion rates anywhere from 6 to 7 percent to as high as 20 percent.

Does your iPad advertising campaign follow these findings?

Full story at eMedia Vitals »