When Apple launched iAds, Steve Jobs said that the foray into advertising was about more than just exploiting an obvious opportunity. "We want to
change the quality of the advertising," he said.
But while Apple's successes are generally pretty clear-cut, the verdict is still out on iAd. Some of the advertisers buying in early didn't like Apple's micromanagement of creative, there were delays and high minimums, and the return is still subject to debate.
More recently, questions were raised over Apple's ability to move iAd inventory, as some developers have reported low fill rates.
When it comes to reaching consumers, it's hard for advertisers to ignore
the iPhone and iPad. The former is arguably the world's most loved
smart phone, and the latter has single-handedly created a viable market
for mainstream tablet computing.
The popularity of these devices has put Apple in an enviable spot. A
spot that it is trying to exploit with iAd, its iPhone and iPad
advertising platform. Getting involved with this new advertising
platform, however, comes with a hefty price tag: a $1m commitment.
When you combine the world's most popular mobile and tablet computing devices with an advertising model that Steve Jobs himself was said to have called "revolutionary", you might expect overnight success.
But that hasn't exactly been the case for Apple and its iAd offering. Although it is far from a failure, it hasn't exactly upended the mobile advertising space -- yet at least.
Like many newspaper conglomerates, Gannett has struggled with "going digital" in the midst of dwindling print revenues. As VP and GM of the Gannett Digital Media Network (GDN) Josh Resnik's job is to help ensure that the company's transition to digital is a lucrative one.
GDN encompasses the flagship USAToday.com and all of Gannett’s local newspaper and TV station websites. We caught up with Resnik to get a read on how GDN is handling increased competition on the local ad front, what the company thinks about iAds, and even a glimpse into the crystal ball for 2011.
For advertisers looking for the holy grail in mobile, the iPhone is one of the most attractive targets. And with iAd, Apple is aiming for nothing less than the perfect mobile ad.
But sometimes perfect is the enemy of good, and if rumors that have been circulating are to be believed, Apple's quest for the perfect mobile ad is driving advertisers crazy. It's also driving them away from the advertising solution that's supposed to help them.
Apple's new iAd mobile advertising platform offers the enticing proposition of advertising seamlessly integrated into Apple's myriad mobile applications. But according to one developer, the acquisition cost on the platform is around $15.
If other users have similar problems, this could spell trouble for Apple.
Developer David Smith of Cross Forward Consulting recently spent
$1,251.75 on an iAd campaign that generated only 84 downloads. He documented his issues on the company blog. According to Smith:
It may look like the iPhone is winning the smartphone wars, but according to a new study from Millennial Media, Google's Android platform is nipping at Apple's heels.
Most interestingly, these new numbers document the month following the launch of the iPhone 4. And it looks like Android's popularity has only increased in that time.
Apple's new iPad may be flying off the shelves, but the device maker is also trying to sell mobile ads, and that may prove trickier than Steve Jobs anticipated. As the Wall Street Journal points out today, Apple's new mobile advertising platform is getting off to a slow start. And at Digiday: Apps in New York on Monday, publishers and media buyers were cautious about buying ads from Apple.
As much as the iPad has people excited about new monetization approaches for digital content, it's the end result — reaching consumers — not the iPad specifically that they're concerned about. And Apple's approach to ad selling could turn brands away from its popular devices.
There's some good news for third party networks that want to sell ads on Apple's mobile devices. The Jesus Phone maker isn't currently enforcing its overly strict rules designed to keep competitors from selling targeted ads on its mobile devices.
According to Omar Hamoui, founder and CEO of Google's AdMob, Apple hasn't been cracking down on its overly aggressive ad rules.
There are a lot of things $1 million can purchase a brand. But an ad premiering with Apple's new iAd platform may not be among them.
Apple has reportedly sold $60 million worth of mobile advertising inventory for the launch of its new ad platform iAd, but according to AdAge, marketers jumping to get aboard may have a lot of waiting to do.