Amazon is the launch sponsor of the free CBS News application for iPad as part of its ongoing effort to promote Kindle products.

Available in the App Store, the CBS News iPad application is the latest product in an expanding line of CBS News applications, with distribution now on iPhone, Android, BlackBerry and Symbian platforms. Amazon?s in-application ads carry click-to-download calls-to-action to drive adoption of its Kindle application.

?The Amazon Kindle campaign, which is currently live, features a number of key ad units, including expandable rich media ad units," said Rob Gelick, senior vice president and general manager at CBS Mobile, New York.

?CBS News is interesting in that we get the broad-based appeal?anyone who is looking for rich and deep breaking news in categories like the U.S., politics and entertainment can use the app, as well as people who are fans of our shows,? he said.

?We?re engaging both fans and new audiences that may be using mobile as their primary point of engagement with some of our key brands such as 60 Minutes.?

The CBS News iPad application was developed in conjunction with application publishing platform company Treemo Labs.

This is not CBS?s first iPad application (see story).

Amazon courts CBS viewers
The ad starts as a display banner, but when selected it grows into a full-screen in-application landing page that helps give people a taste of Kindle and drives them back to Amazon?s Kindle mobile application.

Consumers can download the Kindle application directly from the ad creative.

Here is a screen grab:

Amazon's calls-to-action include "Buy once, read everywhere," "Tap to play video," "Tap to expand," "Get the free Kindle app for iPad" and "Hold the entire Kindle bookstore in your hands."

Here is another screen grab:

?Amazon branding is on the top-level navigation screen on the home pages and it is nicely integrated into the stories as well,? Mr. Gelick said.

Tablet news
The CBS News iPad application delivers the latest news stories, videos and photo galleries from the complete roster of CBS News broadcasts.

With a single tap on the iPad, users can watch a video or read entire articles.

CBS News fans can catch daily videos of the latest breaking stories, as well as browse CBSNews.com's offering of original blog and video content.

The application features videos from The Early Show, 48 Hours Mystery, CBS Evening News with Katie Couric, Sunday Morning, Face the Nation and Up to the Minute.

The application also features original content from CBSNews.com, including webcasts such as @katiecouric and Washington Unplugged, and blogs such as Political Hotsheet, Crimesider and Celebrity Circuit.

Developed by CBS Mobile, the application delivers full-video episodes and clips over WiFi and 3G networks to ensure an optimal viewing experience?wherever and however users are connected.

The application also offers the ability to download and store story content for offline viewing later.

The CBS News application for iPad prominently features the day's top stories and provides searchable news categories such as the U.S., World, Politics, SciTech, Health, Entertainment, MoneyWatch, Sports, Crime and Opinion.

Each category offers rich CBS News coverage, with a timeline of the latest articles and videos. 

With one-touch social networking features, users can share stories with friends and colleagues via email, Twitter and Facebook.

CBS Mobile is using direct mobile-to-mobile outreach as well as cross-platform outreach to get the word out about the CBS News iPad application.

CBS has worked with mobile ad networks such as Google/AdMob and Apple/Quattro Wireless.

?We cover stories through our own editorial team, which get syndicated, and there are mentions for our products on air, but we know how to drive awareness of our apps through the mobile channel with mobile ad campaigns and search engine optimization,? Mr. Gelick said.

?Those campaigns typically have return for us given the power of the CBS brands,? he said. ?The viral nature of these apps also helps the word to spread.?

Final Take
Dan Butcher, associate editor, Mobile Marketer