Every new medium that gets introduced in the media mix presents new challenges for marketers. After the GFC, marketers have to be more accountable than ever before for every dollar they spend to promote their brands.

The launch of iPhone 3G in 2008 heralded a revolution in the world of smart phones. One of its most attractive features is the App Store that gives developers and corporations a unique way to interact with iPhone users. The gold rush of Applications (Apps) has transcended platforms such as Android, Nokia, Blackberry, Amazon Kindle and has mushroomed into an industry of its own.

With over 75,000 Apps available for the iPhone, the medium seems to be crowded. However, there is still immense opportunity for the right App to stand out from the crowd. The session I’m presenting at ad:tech will bring to life key drivers & barriers for marketing on the iPhone using a real-life case from Johnson & Johnson.