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BizReport : Trends & Ideas : April 22, 2010

KIT digital: Marketers eye video strategies on iPad

It hasn't taken long for the business community to consider developing strategies for the iPad. In fact, a recent survey found that over three-quarters of American business executives consider an iPad video strategy an important element of their business' future success.

by Helen Leggatt

During a webinar conducted by KIT digital Inc. a survey of the 200 or so marketing executives in attendance found that 76.8% believed developing a video strategy for the iPad would play an important part in their future success.

Around a fifth of executives said their business was already taking advantage of the iPad's video capabilities and just under half (47.7%) said it was something that was "currently being worked on".

In a world where mobile engagement is growing at a significant rate, consumers using mobile devices want the best experience they can get - and video is an attractive and engaging medium.

"This increased engagement of video on mobile devices has created an opportunity that needs to be addressed quickly by content owners, distributors and operators," said Gavin Campion, president of KIT digital.

"Consumers are going to navigate toward companies that provide them with the content they crave, leaving content providers and businesses that do not have a mobile video solution behind."

A recording of KIT digital's webinar can be found online.

Tags: iPad, marketing mix, video

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