Automaker Chrysler Group LLC?s Dodge brand is advertising within Gannett Co. Inc.?s recently updated USA Today iPad application.

The new version of the application includes USA Today's Technology and Travel sections, both of which carry Dodge ads. In addition to Dodge, brands such as Hilton and Coca-Cola are running ads targeting USA Today?s iPad readership.

?Tech and Travel were the most requested content areas and logical extensions of the application,? said Steve Kurtz, vice president of digital development at USA Today, McLean, VA. ?We also used this as an opportunity to increase the stability and performance of the application.

?The demographics of the average user of our application is relatively broad, and the tech and travel sections should appeal to technology enthusiasts, as well as business and leisure travelers,? he said.

USA Today is a multiplatform news and information media company. The company claims that its mobile applications have achieved more than 7 million downloads.

Ads on the iPad
Dodge is a United States-based brand of automobiles, minivans and sport utility vehicles manufactured and marketed by Chrysler in more than 60 different countries and territories worldwide.

The Dodge campaign within the USA Today iPad application is promoting the 2010 Grand Caravan.

The in-application ads call out a couple of Chrysler?s Japanese competitors.

One display ad, which runs in different sizes, reads: ?2010 Dodge Grand Caravan: More family-friendly features than Honda Odyssey and Toyota Sienna for thousands less. Compare now.?

When tapped upon, the ad redirects USA Today readers to a campaign-specific landing page that details the Grand Caravan?s specs.

Rich-media advertising for the USA Today application is powered by Gannett's PointRoll subsidiary.

Rather than partner with mobile ad networks, USA Today sells its own inventory within the iPad application.

Mobile media
Among the Technology section coverage is a new USA Today feature called App Insider, which provides review capsules of the latest and most popular iPad applications to hit the App Store. 

Another new video feature called Tech Watch aggregates the latest video coverage of the technology industry, including USA Today?s Talking Tech blog.

New Travel section content includes USA Today's award-winning travel blogs, a dynamic airport delays map and Week in Travel high-resolution photo galleries. 

USA Today's iPad application made its debut along with the iPad in April of last year and has achieved more than 1.4 million downloads since launch.

This is the second major update to the iPad application. Crossword puzzles and financial tools were added in August 2010.

The USA Today application for iPad is available for free from the App Store on iPad or at http://www.itunes.com/appstore.

?Social media, display advertising and traditional promotional campaigns have all been used to get the word out about our iPad app,? Mr. Kurtz said.

Final Take
USA Today for iPad