Recently, we shared some thinking on Apple’s new mobile advertising network, iAd. Reportedly, brands such as AT&T, Best Buy, JCPenney, and Nissan are lined up and set to launch campaigns on iAd.
One such brand, Liberty Mutual, plans to launch an iAd campaign in mid- to late-July. We were fortunate to have the opportunity to speak to Kristin Suppelsa, Vice President and Manager of Communications Support for Liberty Mutual, about why Liberty Mutual is excited to be one of the pioneer advertisers on iAd. Read Full Entry
If you hadn’t heard yet, Apple is set to launch its very own mobile ad network July 1. It’s inconveniently named iAd. Well, inconvenient for those in the advertising industry who may find themselves in meetings asking, “what’s the status of our iAd… ad?” Initially, iAd will be available to all iPhone and IPod Touch users running iOS 4, and eventually, we’ll see iAd on the iPad.
But since the iAd network hasn’t even launched yet, you might be wondering why we’re even discussing it? The fact that Apple has announced $60 million in bookings for the second half of 2010, giving it about half of the total predicted mobile ad spend in the United States, makes iAd instantly relevant.
As someone who spends a great deal of time thinking about how consumers identify with brands, iAd’s ability to target ads based on consumers’ iTunes’ store download preferences is very cool. To connect with men and women interested in soccer, rather than buying banner ad space on ESPN.com or soccer-specific websites, iAd will allow advertising on soccer apps such as potentially iFootie where fans can get scores and standings from multiple leagues or Real Soccer 2009, a video game app.
But the real reason to pay close attention to iAd after its launch and beyond is how it changes the advertising experience from a consumer point of view. Steve Jobs promises mobile users, “a new way to explore ads without being hijacked out of their favorite apps.”
In recent years, advertising has aimed to inspire brand engagement, but not within the actual ad. Ads have driven us to websites, microsites, and to storefronts. iAd will challenge the thinking of agencies who must now consider what content will engage consumers within the ad vs. what content is more appropriate elsewhere. Will iAd change the way consumers think of advertising? Maybe, but only if agencies change the way we think of advertising.
See a demo of iAd.
