So what are iAds? iAds are Apple’s newest mobile advertising that was launched seven months ago. iAds run on iPhones, iPads and iPods.
Advertising Age cites Apple’s evaluation of Campbell’s iAd campaign that people were more than twice as likely to remember iAds versus TV commercials. The iAd group said that they were four times more likely to purchase Campbell’s Soup than the TV group. The study also found that the iAd was preferred five times as much as the conventional TV commercial. The New York Times article “Campbell’s Soup profit falls, and company pares forecast” stated that Campbell’s will focuson advertising its products instead of product promotions because its quarterly profit has dropped.
Apple is trying to attract more companies to iAds, but there is already competition. Apple is charging iAd clients a $1 million minimum for first-time advertisers. BMW, AT&T and Nissan are some of the clients that have advertised with iAds.
Do you think $1 million is too much for Apple to charge potential iAd clients? If you were the PR specialist for the company, would you choose iAds as a form of advertisement? There are cheaper options for mobile marketing, or are you just paying for Apple’s name?
Campbell’s cable TV commercials targeted adult women, and ran on daytime TV. Do you think that Campbell’s iAd was so successful because it targeted a wide audience? Or do you think that Apple users are specific because of income or education level?
Since iAds only advertise on Apple products, do you think it would be a better choice to mobile advertise with another company to target all cell phone carriers that are Internet capable since viewership might increase?
More people across the county have TVs versus an iPhone, do you think advertising on TV would be more effective? Or do you think advertising needs to evolve with the Internet Age?