The key difference between the ads currently running and the new iAd platform is how the ad is presented. At the moment, if you click on an ad you leave the app and go to the browser, from which you then need to go back in to the app and start whatever it was you were doing before. Basically - painful.
iAd is built in to the Operating System and therefore the ad runs in the app, and as such is less intrusive in terms of changing your browsing behaviour at a given time - at least that's what Apple hope.
Below is the ad platform section of Jobs' presentation, I've saved you the 'apps are everything, browsers are not' rhetoric and you'll just see some ad examples they've mocked up for Toy Story, Nike and Target - it's worth 2 mins out of your day. There's no doubt this example delivers on engagement, which is the push Apple are making for this platform.
Cheers
Nic
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