Apple’s iPad had an impressive launch, and many people believe it has the potential to be a game changer in the way we consume media. But possibly more important than the iPad is Apple’s introduction of iAd, its new mobile advertising network. The iAd platform will enable dynamic ads that can be viewed from within Apps, allowing the user to return to the App when finished with the ad – no more jumping off to an advertiser’s web site. Apple plans to share the revenue stream from these ads with App developers (60% to Apple’s 40%).
Think about how many people have been conditioned NOT to click on ads for fear that they will take them away from what they’ve been doing, bring them to a site that generates annoying pop-ups, download a virus, etc. Think about people’s trust in Apple. And think about 4 billion apps – and counting – already downloaded. This might be a massive revenue stream for Apple and App developers. But it might also be one of the most engaging ad platforms for advertisers.
Marketers should take note, though. Apple users expect something special from their Apple products, and that will include the ads that they see run on their Apple products. So, plan to advertise, but plan to make your ads a step above the rest.