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Apple's iAd Revolutionizing Mobile Market: Expert Insights

Explore the transformative impact of Apple's iAd on the mobile advertising landscape, featuring expert perspectives from Noah Elkin of eMarketer and Brett Barash of BBDO. Learn about the evolution of mobile ad spending, the effectiveness of iAd in branding, iPhone audience insights, and the challenges and opportunities in the mobile advertising space. Discover how iAd has reshaped the industry and what it means for the future of mobile advertising.

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Apple's iAd Revolutionizing Mobile Market: Expert Insights

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  1. The $1 Million CPM:Will Apple’s iAd Change the Mobile Market Forever? iAdsAn agency perspective Noah Elkin Senior Analyst eMarketer Brett Barash Vice President, Account Director BBDO

  2. eMarketer - A business information serviceunlike any other • Founded in 1996, eMarketer provides unbiased research and trend analysis on digital marketing and media • Approach & Expertise • We aggregate, filter, organize and analyze data from more than 4,000 global sources • Analysts put the data into context covering all aspects of the market, with overviews and insights that can’t be found anywhere else

  3. 2010 was a watershed year for mobile

  4. Mobile ad spending is going UP!

  5. What a difference a year makes Source: eMarketer, 9/2010

  6. Focus of mobile advertising is shifting Source: eMarketer, 9/2010

  7. Apple has played the role of catalyst for mobile advertising • The “iAd effect” has produced the following key results: • Benefited the entire mobile ad space by generating awareness and excitement about mobile advertising, particularly interactive rich media • Reinforced the effectiveness of mobile as a branding medium

  8. iAd is also having an impact on spending Source: IDC, 9/2010

  9. Success comes despite setbacks

  10. Richer ads units are driving spending growth

  11. The iPhone audience: exclusivity vs. reach • Small audience: ~16.5 million US iPhone users • Represents approx. 30% of US smartphone population (Nielsen, Aug. 2010) • Active audience: iPhone users generate 50-60% of all monthly smartphone ad impressions on networks such as Millennial Media and AdMob • Wild card: Verizon iPhone

  12. Has iAd changed the mobile market forever? Yes.

  13. Thank you Noah ElkinSenior Analyst Email: nelkin@emarketer.com Twitter: @noahelkin Blog: emarketer.com/blog/index.php/author/nelkin Phone: (212) 763-6055

  14. iAdsAn agency perspective Brett Barash Vice President, Account Director BBDO

  15. Existing Live iAds

  16. Why AT&T? • First to market • Innovative, Rich Mobile Experiences • Partnership (AT&T and Apple) • Targeting Capabilities • Competitive Exclusivity

  17. Challenges • Reach – Limited to iPhone and iPod Touch • Creative control • Reporting and Benchmarks • Message Strategy

  18. Add A Line / Smartphone Data

  19. Introduction ofU-verse TV

  20. Thank you Brett BarashVice President, Account Director BBDO Email: brett.barash@bbdo.com Twitter: @brettbarash

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