As an iPhone owner, anything new for it sparks my interest- like the new OS. While the iPhone OS 4 will have over 100 new features, many of which users have been longing for, one feature in specific is standing out- the iAd.
According the Apple, the iAd will be a “breakthrough mobile advertising platform.” The iAds will be integrated right into apps, and when an iAd is opened, all interactions will be done within the app – including being able to buy products.
How will iPhone users feel about this? When paying for such an expensive device, no one expects to be bombarded with ads. Depending on how Apple does this, it can in fact revolutionize marketing, or it can be a huge miss. My guess is on revolutionize, but I’m very curious to wait and see the results.
Cost is another big factor for the iAd. Companies are going to have to invest up to, or more than, a million dollars for advertising. Unlike most campaigns that are cost per click, or cost per impression, Apple is making advertisers pay both. They are also charging development costs that are double those of other agencies. So all together, the cost of iAds can be up to triple the cost (or budget) of most mobile marketing now. Is it going to be worth it? Once again, only time can tell.
One thing is for sure though, for the companies that do decide to be the first to advertise, they’re going to get some great publicity. Not only through their ads, but through all the demos that will start circulating the web.
Right now I’d have to say this is going to be like most Apple products – really exciting, but with some minor kinks that end up getting removed in later updates.
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