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iAd — A New Benchmark For Mobile Advertising

Apple has just announced iAd, their new mobile advertising platform and needless to say, everyone here at Teehan+Lax is very very excited. Details are sparse at the moment, but Apple has described iAd as an intersection between Emotion + Interactivity… Which happens to be a fairly suitable description of Teehan+Lax as well.

Advertising on the iPhone was been atrocious at best, and it’s even worse on the iPad. Uninteresting, static and unemotional ads have littered the mobile experience, and Apple aims to change that with iAd. Ads served up will be HTML5 only (sorry, no Flash), but the platform appears to be incredibly flexible. Animation, video & rich interactions are all possible — this really gives new meaning to “microsite”.

The big selling feature for advertisers is having their experiences stay inside of the applications — consumers can dip into the ad to find out more, without leaving the application at all. My assumption is that iAds will take advantage of the newly announced multitasking features, which will essentially pause the app while you explore the ad.

They only demonstrated ads running on an iPhone, so I’m curious to see how they’ll be handled on an iPad… my assumption is that advertisers will need to develop platform-specific ads for trafficking. Regardless, judging from the ads that are currently being displayed within iPad apps, I think iAd’s will really shine here.

We’ll be discussing more as additional details become available. In the meantime, here’s what Apple has to say about it:

“Apple’s new mobile advertising platform, combines the emotion of TV ads with the interactivity of web ads. When users click on mobile ads they are almost always taken out of their app to a web browser, which loads the advertiser’s webpage. Users must then navigate back to their app, and it is often difficult or impossible to return to exactly where they left. iAd solves this problem by displaying full-screen video and interactive ad content without ever leaving the app, and letting users return to their app anytime they choose. iPhone OS 4 lets developers easily embed iAd opportunities within their apps, and the ads are dynamically and wirelessly delivered to the device. Apple will sell and serve the ads, and developers will receive 60 percent of iAd revenue.”

Jeremy Bell More posts by Jeremy Bell