Apple iAd - Early Results

Image from Nissan Leaf promotional video
Apple iAd - Early Results

The Apple iAd new mobile platform is out and from recent reports, it's getting rave reviews. More significantly, those reviews are coming from companies whose ads were the very first to be played on Apple's new system. Nissan and Unilever (i.e. Dove Soap) are impressed with the initial numbers their are seeing in regards to their customers spending time viewing their ads. The long and the short it is, iAd not only pulls in users but holds on to them longer than any other ilk of digital ad. No small wonder why both top app makers, CBS Mobile and are excited: iAd allows them to charge more for ad space in their applications. 

What does this mean for professional portrait photographers? From my perspective it would seem the future is here. Mobile browsing will soon surpass conventional web searches. The implications are obvious. Mobile presence is where your clients will be looking for you. Personally, I will be doing all I can to ensure I am ready before the wave arrives.

Below are excerpts from David Sarno's piece in the L.A. Times.

Nissan, which created a multilayer interactive ad for its electric LEAF car, said customers spent an average of 90 seconds with the ad -- 10 times longer than interaction times for comparable online ads. Moreover, people chose to "tap" on the Leaf iAd five times more frequently than they clicked on regular online display ads for the Leaf.

Like the other iAds from major players like Nike and Dove's campaign, the LEAF ad resembles something closer to an informational game, allowing users to manipulate the car with their fingers, change its paint job and chart its fuel efficiency in comparison with other cars.

"We feel pretty strongly that this is the way to capitalize on where the mobile Web is heading," said Chad Jacoby, a senior manager of Nissan's media operations. "What iAd promises is the most progressive thing I've seen to date" in digital advertising. said on Wednesday that the amount it could charge for its ad space had increased 177% since it enabled iAds in its iPhone app, and CBS Mobile Senior Vice President Rob Gelick said the company's six apps -- including apps for CBS Sports, CNET, and GameSpot, were seeing up to $25 CPMs (the cost advertisers pay for an add to appear a thousand times.)

Apple has said it secured $60 million in advertising commitments for 2010 -- or about half the nascent U.S. mobile display advertising market, according to market research from J.P. Morgan.

Rob Master, the North American media director for Unilever, which put out one of the first iAds for its Dove shower products -- said his company would soon launch a second iAd for its Klondike dessert bar. The company's Dove ad featured videos and trivia games about baseball players Albert Pujols and Andy Pettitte.

The Dove ad resulted in a "double-digit" percentage of users seeking further information about the product, with 20% of viewers returning to check the ad out again. (Repeat viewers are marketers' favorite kind -- it indicates a clear interest in their brand.) That's a good start, Master said.

Moreover, he added, producing the first ad brought with it a useful "learning curve," both for its producers and for Unilever at large.

"The ad served to help rally the organization at large" to see the value of iAds. "And now that we've been through one, the amount of time and team dedicated [to producing an ad] drops dramatically."

Other Apple iAds are forthcoming from partners like Campbell Soup, DirectTV, General Electric and Sears.

©Photosical - the photographic, philosophical observations of Orange County Photographer, Mark Jordan

Mark Jordan Photography specializes in crafting stunning contemporary, traditional, classic, and storytelling family portraits (high school seniors, children portraits, babies, maternity, pregnancy), headshots and pets. Mark Jordan, a Photography Hall of Fame photographer in Rancho Santa Margarita and provides portrait photography throughout Orange County. The portrait studio also serves San Diego County and Inland Empire. Studio Photography Services are also provided in Riverside County and Los Angeles County. Local Cites where photography studio services are offered are in Aliso Viejo, Anaheim, Brea, Costa Mesa, Coto de Caza, Cypress, Dana Point, Dove Canyon, Fountain Valley, Huntington Beach, Irvine, Ladera Ranch, Laguna Beach, Laguna Hills, Laguna Niguel, Laguna Woods, Lake Forest, Mission Viejo, Newport Beach, Northwood, Orange, Orange Park Acres, San Clemente, San Juan Capistrano, Santa Ana, Tustin, Villa Park, Westminster, Yorba Linda, Corona del Mar, Murrieta, Murrieta Hot Springs, Quail Valley, Riverside, Temecula, Winchester, Chino Hills, Fontana, Grand Terrace, Loma Linda, Montclair, Rancho Bernardo, Carlsbad, Coronado, Del Mar, Escondido, La Mesa, Oceanside, San Diego, San Marcos, Solana Beach, Vista, Carmel Mountain Ranch, Rancho San Diego, Rancho Santa Fe, and San Diego Country Estates, Turtle Rock, Shady Canyon. Portrait Photographers everywhere (photographers in O.C. as well) are welcome to contact our portrait studio for mentoring/guidance.