April 8, 2010
Today, Apple announced their rich media advertising offering for the iPhone 4.0 OS, called iAds. Apple’s entrance into this space continues to show how important it is for marketers to have a presence in the mobile space. It also supports Quattro’s strength of innovating across the ad unit type. According to Steve Jobs, the average user spends 30 minutes a day in apps, presenting the potential for 1 billion ad impressions daily.
With 30 billion potential monthly ad impressions and the promise that smartphones will soon eclipse personal computers (see Morgan Stanley’s report), mobile advertising is set to grow even beyond analyst expectations across all mobile mediums .
Since the App Store’s launch, Mobclix has been a proponent of rich media advertising that can maximize all of the iPhone’s capabilities. Similar to the ad demos people saw today, Mobclix enables ad networks to target rich media campaigns across the exchange. Here’s an example of just one of the ads that we have built over the years for our partners (see demo) and will continue to support. Consumers appreciate the increased user experience while advertisers benefit from the increased user engagement.
Mobclix allows developers to have complete control over their inventory: managing ad networks, custom ads and overall app analytics. Marketers will continue to see the value in reaching multiple platforms and targeted audiences through a single exchange.
There is a certain type of advertiser that looks to reach a certain type of app and iAds will bridge that gap. It’s certain that the iPhone advertising market will continue to flourish and have multiple winners. iAds will increase the overall eCPM of iPhone and iPad apps; scaling rich media campaigns across 30 Billion impressions will be a monumental challenge; HTML5 creative adoption will be an on going process. At the end of the day, advertisers will always worry most about eCPA and brand equity. Whether its a rich media brand buy or a targeted text ad – the end goal will be the same: How much is it costing me for a new user?
We encourage developers and advertisers to check out our iPad and iPhone SDK, currently used by over 7,000 apps, to reach targeted audiences on mobile.