Increasing use of mobile apps across platforms such as the iPad will give online marketing service providers more opportunities than ever to engage with their audience, it has been claimed.

Dave Barton, account manager for Renegdade Media, said the new technology offered "unique and innovative ways" for advertisers to reach consumers and get their brand noticed.

He also suggested marketers should be taking an interest in new iPad-only magazines such as PROJECT, published by Virgin Group, to assess their potential impact.

"If iPad magazines prove to be popular, then brands will certainly follow. How advertising via this platform manifests is another question – and equally a challenge and opportunity," the expert stated.

However, Mr Barton cautioned against utilising the new technology just because it was available.

Marketers hoping to exploit the platform still have to remember their customers are key and the essential focus should remain on offering them the best value possible, he said.

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