‘Tron Legacy’ to Premiere as First iAd for iPad

The first iAd for Apple's iPad will launch this afternoon for the upcoming Disney film, "Tron Legacy". A spokesperson for Apple told Advertising Age that the ad was a preview of what Apple's mobile ad format will look like on the iPad, and the only iAd planned for the device this year.

The format, designed to maximize the ad potential of Apple's tablet computer, will be launched widely in early 2011 when other ads start flowing onto the iPad platform.

iAds utilize proposed features of the yet-to-be-ratified HTML 5 standard in lieu of industry accepted Flash-based ad units. Apple has repeatedly cited performance and stability concerns as reasons to pass on support for Adobe's rich-media technology.

"Agencies providing digital media services for their clients are scrambling to expand the skill-set of their rich media development resources to include HTML 5 - not only to support iAd units, but to prepare for what is likely to be a much larger demand for digital media that can be displayed on all mobile devices," said David Reeves, founder and CEO of Romp Interactive, a digital marketing agency based in Atlanta, Georgia. "Mobile media presents a tremendous opportunity to reach consumers. Flash just isn't a viable option on most mobile platforms."

The full-screen "Tron" ad is said to include up to 10 minutes of video as well as images from the movie and previews of the film's soundtrack. Other rumored functionality includes a movie theatre locator which will utilize LBS (Location Based Services) available on the device.

iAd compatibility first appeared on the iPad with the release of iOS 4.2 late in November. However, iAd units have been slow to appear with Apple reportedly maintaining tight editorial control over the content. Adidas allegedly dropped a $10 million iAd campaign due to "control issues" that could not be resolved with Apple after the company had no less that three creative designs rejected.

Apple CEO Steve Jobs has been Disney's largest individual stock holder since the media and entertainment giant acquired animation studio Pixar in 2006. Jobs currently holds a seat on the board of directors.