The reporter’s premise was that iPad advertising was “taking off”. I extended the idea further by telling the E-Commerce Times about the value of building upon the advertising activity on the tablet well beyond the click.
"For example, companies like HBO have worked with Hipcricket to conduct mobile advertising campaigns that ultimately invite customers to take part in, say, a VIP club. It's one thing to get consumers to click on your ad. It's another thing entirely -- and much more critical -- to do something with them once they do: the concept of 'post-click engagement.’”
The full article is here http://www.technewsworld.com/story/75215.html