subject: The iAd - Here To Stay or Big Bomb? [print this page] The iAd seems to be a revolutionary mobile platform that aims to change the face of advertisement worldwide. Or are they? The Yahoo executives don't think so.
Just recently, Apple has launched what they claim "will revolutionize mobile advertising" through the iAd. In their press release issued last July, part of iAd's mission is to combine the motion and emotion of television advertising with the interactivity of Internet advertising. Apple was also able to lure global companies such as Best Buy, Campbell, Chanel, Citibank, AT&T, Nissan, Sears, Target, Unilever and several other powerhouse corporations. These companies were the first to use this marketing strategy to help reach millions of Apple mobile users all over the globe. Demographics, application preferences, music, movie and television genre and interests as well as home and current locations would be the next phase that the iAd is targeting, and it looks like it will be a lot sooner than later.
The interactive concept of the iAd has enthralled advertisers and businesses to utilize this marketing strategy despite the alleged million-dollar contract it requires. Apple confidently claims that businesses' profits can rise exponentially and eventually phase out all other mobile advertisement initiatives. But aside from raising profits, it has also raised quite a couple of eyebrows from online executives. Yahoo CEO Carol Bartz claims that the concept of "total control" by Apple will not be welcomed by top major advertisers. According to reports, Apple is also requesting that they have a hand in the actual advertising content for these major companies, something that Bartz has frowned upon. Others are saying that this initiative will be short-lived and will not last long. Why are competitors suddenly squirming in their seats? What is so special with the iPad?
Versatile, interactive and personalized are top key words to help describe Apple's latest creation. Through the iPad, mobile users can enjoy videos, songs and even games without even opening their browsers. The multimedia highlights in the iPad can help a mobile user select through various means of knowing more about a specific product and help them become more engaged. It really does not matter whether the user is online or off; this platform provides the technology for major advertising companies to launch various marketing strategies without any dependence on the web. The possibilities are endless --- and it keeps growing with more and more multinational companies understanding how this platform can really set them apart from their industry rivals.
Does Yahoo stand a chance in competing against the iAd? We do not know for sure. Reports have told us that Nissan, one of the many global brands that decided to be part of the iAd's new feature, have already enjoyed having more clicks than any other advertisement on their customers' mobile phones. The bottom line is this: the pessimists who predict that the iAd will not be sustainable needs to develop state of the art technology in mobile advertising to be able to share the spotlight with Apple. While that is yet to happen, the iAd takes pride in their new invention, and looks like it is here to stay.
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