Swedish furniture retailer IKEA is driving consumers to download its new catalog app via an iAd campaign that leads users straight to Apple?s App Store.

IKEA has been using mobile advertising for a while to engage consumers and drive sales.

?Apple?s iAd is, or rather can be effective, depending on several factors,? said Steve Timpson, chief operating officer of Siteminis, Atlanta. ?Refresh times are a bit slower than some other ad networks which can affect fill rates.

Mr. Timpson is not affiliated with IKEA. He commented based on his expertise on the subject.

IKEA did not respond to press inquiries. 

Ads over here
The IKEA iAd reads, ?Get Inspired: IKEA 2012 catalog available now.?

Once consumers click on the mobile banner ad, they are redirected to Apple?s App Store where they can download the IKEA Catalogue.

The app is available for free download.

The catalog app lets consumers flip pages back and forth using swipe gestures and use the first, previous, next and last navigation toolbar for easy browsing.

Users can also zoom in and out of any page to get a closer look.

Additionally, the app lets consumers jump straight to any page by simply typing in the page number.

App features
The app includes a thumbnail navigation, table of contents and search functionality that lets users filter their search by keyword.

Consumers can also bookmark their favorite products or pages and use it as an easy reference when they are in-store.

Shoppers can also share pages through social media integration such as email, Facebook and Twitter.

When consumers find a product they like, they can tap the plus sign to get an image, basic information and product price.

In addition, the app features a store locator that helps customers find the closest location.

?As with any ad network, the ability to place an advertisement on the proper site gets click throughs or at least impressions,? Mr. Timpson said. ?The fact that the iAd serves up these ads within the app and doesn't open in Safari is good and can lead to a more interactive experience.

?What a company does with that consumer face time can also impact iAd effectiveness,? he said. ?Larger companies are seeing improved success in their app strategy with iAd. Of course, they have strong budgets to support their mobile strategy.

?For Apple iOS app?s, iAd should be your first effort, but have a backup plan as well.? 

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York