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iPad=more video

Discussing how they adapted apps for the iPad, panelists on the Apps 2.0 panel at the Mobile Summit described how they took advantage of the larger screen with more video and more content in general. It also opened the door for advertisers to do more. "We allow advertisers to take over the entire screen and page through and do a variety of things," said Cheryl Lucanegro, SVP, Advertising, at Pandora.

The Internet radio service gained attention for creating its own rich media ad format for the launch of its iPad app in June with advertisers including Budweiser, Starbucks and Lexus on board as initial advertisers.

Howard Hunt of the Hyperfactory, which has helped Kraft build its well-known iFood app, said the iPad version of the grocery shopping and recipes app is geared more toward parents and children rather than just adults. "We wanted to have an entirely new experience," he said. That means providing children graphics for squashing tomatoes or cracking open fortune cookies and turning cooking and shopping into a game. And, of course, more video. But while the iPad provides a broader canvas for designers, it all costs  a good bit more to build apps for, the panelists confirmed.

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