We live in a world littered with advertising. However, most of it will pass us by without making any real impression. In fact, a lot of it will annoy us by overloading our brain with information or removing our focus from the tasks at hand. For marketers this is a huge problem, but also something that offers great opportunities for improvement. This post is about what I hope is a step in the right direction.
I have long felt that the current technology can be used in a more constructive way to provide an advertising experience that is literarily welcomed by the user. Seemingly few alternatives seems to exist that can perform this task well, especially in the mobile world. However, it seems that finally we may start to take some real steps towards this goal in the mobile realm. Relatively recently Apple presented some of its key functions of the next generation if their mobile OS for the iPhone and one of the most interesting new functions is iAd.
iAd according to Apple is:
…a breakthrough mobile advertising platform from Apple. With it, apps can feature rich media ads that combine the emotion of TV with the interactivity of the web. For developers, it means a new, easy-to-implement source of revenue. For advertisers, it creates a new media outlet that offers consumers highly targeted information.
There are three things that I mainly believe are important with iAd. Firstly, iAd does not throw you out of the application you were using. Instead it seems to be using a smart overlay which easily can be removed by the user. This means that the user might actually want to click the add. Secondly, the possibility for emotion in combination with interactivity. This provides the ability to make the user interested regarding a wide variety of products. Finally, iAd seems to make it possible to target the right user with the right information.
This combination seems to almost live up to my hopes of a tool that can create the “perfect add”. An add you really want to receive as a consumer. It does this while helping keeping free apps on the iPhone free, which naturally also is very welcomed. However, one may wonder why it took so long for this type of solution to appear. Even more interesting is the question regarding if the creative possibilities that are offered, which can benefit both the consumer and advertiser, will be fully utilized. At least there seems to be a good tool for the purpose arriving this summer. What do you think?
For those that are interested more information can be found in the video below: