So by now I’m sure you’ve all heard of the iAd from Apple—the new mobile advertisement network that merges the interactivity of online ads with the emotional elements of television ads, or so Steve Jobs would have us believe.
The way it works is banner ads appear on most free Apple applications. Click on the banner then open up (cue booming voices) “THE iAd EXPERIENCE.” Then you shake, tilt, scroll, and search the “app-vertisement” however you like, just like you interact with many other apps.
The “revolutionary” iAd experience has participating companies paying $1 million to join and others, such as Nissan, up to $10 million for exclusivity. Wouldn’t you love to borrow a couple seeds from their money tree?
So with a questionable audience size and ROI, why are these companies even signing up? Well, being associated with one of the most well-established companies doesn’t hurt, for one, and puts youthful Apple eyeballs on your products. It’s also a longer time with the audience than traditional TV advertising. And the caliber of people who own these expensive gadgets, mostly have a sizable amount of disposable income.
As an iConsumer, I think these ads are especially annoying. But as an advertising student, I see Apple simply basking in their inenious innovation as they rip off some of our country’s most recognizably wealthy brands. But hey, that’s their fault if they’re not as smart as a 20-year-old college student. Excellent play Steve Jobs. Where do I send my resume?
For more information on the iAd experience: check out the video demonstrations.
--Cristina Burke, Creative Dept. iNtern