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I’ll admit, I read a lot of magazines, but mostly only when I travel. The only magazine that gets sent to my apartment is actually in my roommate’s name and involves a small, furry, woodland creature and a very old man with way too many girlfriends. So, for me, a lover of WIRED when I’m on a plane, the fact that they were one of the first publications I cared about to release an iPad application was pretty huge. What I didn’t expect, though, was that instead of flipping past the ads like I did in my use-to-be-a-tree copy of the rag, I actually stopped and looked at the ads because (get this) they were actually engaging.
For the first time, rather than just telling you about a product, service, or idea, brands are able to bring you into the experience through clickable links, video, audio and animations.
Now, the
iAds announcements of late don’t necessarily play into the experience of in-application advertising with the likes of The New York Times, WIRED, USA Today, etc., but Apple is quickly becoming a best friend to advertisers looking for a way to showcase their brands not only in traditional and non-traditional mediums, but in mediums where the experience is heightened to levels never before seen.
Developers will be able to create ad experiences in tandem that can work both in the iAd environment on the iPhone, and as integrated ads on the iPad in publications and applications, each delivering targeted info to publics that are more likely to be receptive to the message.
While I don’t have any numbers for advertising included in WIRED or the likes, you can bet that brands are paying top dollar for a chance to be part of the next wave in the field. Apple did, however, say they already have $60 million worth of advertising committed to their iAds platform for H2 FY10. That platform goes live July 1, 2010. The brands on board for the initial launch read like a who’s who of the big brands world: Nissan, Citi, Unilever, AT&T, Chanel, GE, Liberty Mutual, State Farm, Geico, Campbells, Sears, JC Penny, Target, Best Buy, Direct TV, TBS and Disney.
During that same portion of the WWDC keynote, Jobs also said that iAds are projected to account for 48% of all mobile display advertising in the second half of 2010. Add those numbers to the number of people taking more than a passing glance at the ads in publication applications and you’ve got a whole new ballgame. The
recent news about Symbian users being the most-active ad clickers in the mobile space could easily read much differently a quarter from now.
To tide you over, until we get a snazzy photo carousel on the blog, check out these eye-catching pages from the latest edition of WIRED on the iPad:[gallery]
