Well, Steve Jobs has dazzled us once again with the introduction of iAd: the mobile advertising platform that allows users to stay in an app when they click on an advertisement, rather than kicking them out and leading to an external link.
Upon its announcement, Jobs showcased two wicked features of the iAd: 1) a fully interactive advertisement that looks identical to an app, and 2) the ability of the advertisements to have access to APIs, just like a native app (e.g. using location services, etc.). It's not too daring to say that the iAd will revolutionize the way it's iPhone users view marketing and advertising; rather than being annoyingly intrusive and redirecting, the iAd will let advertisements appear just like iPhone apps - interactive, fun, and a cool thing to be part of.
Interactivity and engagement with the consumer is clearly the distinctive feature between iAd and other advertising server systems. iAd doesn't intrude and disrupts; it's easy exploration and make ads fun.
Some quick facts about iAd that is sure to charm and wow you:
- Over $60 million has been committed to iAd in 2010 by major brands (AT&T, Best Buy, Chanel, Nissan, Sears, State Farm, Target, Turner Broadcasting System, Unilever and The Walt Disney Studios). That's not too shabby for a product that's been selling for only 8 weeks.
- This represents almost 50% of the total forecasted US mobile ad spending for the second half of 2010.
- 60% of revenue goes to the advertiser, while Apple keeps 40%, the "industry standard"
The iAd is really just another example of the emerging trend of interactivity in mobile media. Jumping on the interactive mobile media bandwagon may not seem like a bad idea after all. Hey, Steve Jobs is doing it!
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