Hewlett Packard is targeting iPad owners in a new mobile ad campaign promoting its ePrint service in Spain.

The campaign is running on premium mobile sites across the Hi-media network. The rich media HTML5 ads highlight ePrint?s capabilities enabling users to print to an HP printer via any mobile device.

?HP really wanted to highlight the innovation not only on the product side but on the mobile advertising campaign as well,? said Gonzalo Galvan, director of OMG Mobile, Madrid, Spain.

?This is the first time that HTML5 formats for iPad are being served in Spain, which provides a fantastic opportunity for the brand to position innovation in potential users´ top of mind,? he said.

Tech-savvy users
The campaign is built around three different expandable formats that integrate video and click to action. 

The expandable capability of the formats allows users to re-start the integrated video anytime.

IPad users are being targeted because they are likely to be early adopters of new technology and potential ePrint users.

The goals of the campaign are to increase both brand awareness and message recall.

?They were looking for an innovative campaign, very targeted on sites which drive tech-savvy user traffic,? said Pedro Menendez, director of Hi-media Mobile, Madrid, Spain.

?The product HP ePrint allows users to print out from mobile devices so it made absolute sense to hit heavy and well-experienced users on those devices,? he said.

Another goal is to increase interaction with the creative in order to gain insights into users? behaviors.

The ad formats provide information about a user's interaction with the creativity, offering metrics like video visualizing time as well as behavior towards the creativity. This is in addition to standard measurements such as click through rates and impressions.

?They wanted to focus not only on the CTRs, the advertiser was looking for further metrics that would provide more insights on the users´ behavior towards the ads,? Mr. Menendez said. ?Rich media formats allowed this kind of insights and metrics.?

The campaign launched in October and is continuing through November. It was developed with , PHD Spain. PHD is a division of Omnicom Media Group while provides media services for all HP divisions.

Hi-media is a leading online media group.

?HP ePrint campaign objective have been very clearly defined: To impact ePrint potential users highlighting the printer model capability which allows printing through a mobile device, regardless of the user´s location,? OMD?s Mr. Galvan said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York