Apple is entering the mobile display marketing space with the announcement of iAd. What will this mean to other mobile marketing options for advertisers?
iAd is based on the premise that people are not using ‘search’ as much as they are using apps on their mobile devices. iAds focus specifically on engaging mobile users where they spend the most time – within applications.
iAd also has the opportunity to bridge the gap between online display media and TV. iAd seeks to blend these two mediums by providing an interactive and emotional experience. Online display does a great job of offering interaction and interactivity – it doesn’t do a great job conveying the emotional side of marketing. On the other hand, TV does a poor job with interactivity but is still the best media channel to convey emotion with sight, sound and motion.
What is the opportunity? Here is the math: the average mobile user spends 30 minutes a day in applications. Apple sees opportunity to serve adds every 3 minutes. Times 100 million active users of iphone devices, that equals potentially 1 billion ad impressions per day.
How are iAds different than other mobile application advertising?
- iAds keeps you in the application. You don’t jump to another landing page requiring a visitor to lose experience within app.
- iAds are built on the iphone operating system, which will make it easier for developers to integrate the ads as they are developing them
- Apple sells and hosts the ads so there is 1 point of contact and 1 platform
Who will be the early innovators? What brands have the most opportunity to gain traction and gain real ROI from iAds?
Watch this video to see Steve Jobs demonstrate how iAds would work for 3 leading brands – Nike, Disney and Target.
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