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Content, strategy and creating value in a digital world

Welcome to the future of mobile advertising

Very interesting roundup from Mobilecrunch on the latest Apple roadshow, including the announcement about Apple’s new iAd platform.

In essence, in-app ads, but ads with really rich interactivity, and with access to all sorts of scary things like the phone’s location, accelerometer and more.

It’s worth reading this, quoated verbatim from here – http://www.mobilecrunch.com/2010/04/08/everything-you-need-to-know-about-iphone-os-4-0/

“In Steve’s words, somewhat paraphrased: ‘Developers [of free apps] need to find a way to start making their money. A lot of developers turn to advertising – and we think these current advertisements really suck. If you look at advertisements on a phone, it’s not like on a desktop. On a desktop, its about search. On mobile, search hasnt happened. People aren’t searching on their phones. People are spending their time in apps. The average user spends over 30 minutes using apps on their phone. If we said we wanted to put an ad up every 3 minutes, that’d be 10 ads per device per day — about the same as a TV show. We’re going to soon have 100m devices. That’s a billion ad opportunities per day! “This is a pretty serious opportunity, and it’s an incredible demographic. But we want to do more than that. We want to change the quality of the advertising. We’re all familiar with interactive ads on the web. They’re interactive, but they’re not capable of delivering emotion. We have figured out how to do interactive and video content without ever taking you out of the app.”

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Google’s first TV ad – what do you think?

Take a look at Google’s first ever TV ad – made by a team at Google Japan initially for Youtube, but now to be showcased on TV.

A couple of things make this very interesting:  from a strategic point of view, google is tacitly admitting defeat in the browser war by taking its message offline and onto TV.

From a planning and creative execution point of view, fun to see how they’ve positioned themselves as uncomplicated, fun and easy to use (effectively child’s play).

And in a recession, the stylistic folksy references are surely no accident either.

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