Apple iAds - Formats, Audience, Metrics, Costing
iAds Formats and Types
iAds are usually an app within an app. Self-contained experiences and can be used to download apps, buy stuff on iTunes, save branded wallpapers or backgrounds, save coupons and bar codes, or share content using e-mail or social networking apps. Presumably you can also use them to collect leads or sell stuff. Because they are quite complicated to build, Apple has been very much involved in the creation of their advertisers' iAds, which has made many marketers and agencies understandably annoyed about giving up creative control.
iAd Network and Audience
- Requires iOS 4 enabled devices, such as iPhone 3G, iPhone 3GS, iPhone 4, and eventually with iPad as well.
- iAd audience potentially covers more than 6.5 billion installed applications, and 160 million iTunes accounts across 23 countries. Two hundred new apps are downloaded every second worldwide, and the average user spends, on average, 30 minutes per day using apps.
Targeting & iAds
Targeting on iAds can be based on their home location, or their current location, demographics, application preferences, music passions, and movie and television genre interests.
iAds Tracking Metrics
Apple provides their own tracking system, which includes the following:
- Clicks and click-through rate
- Page views and pages per visit
- Interactions (videos viewed, images viewed, etc.)
- Average time spent per ad
- Conversions and downloads
iAds costing structure
- Brand marketers looking to use iAds require a $1 million per year minimum commitment.
- Apple charges a minimum of $10 CPM (or $.01 per impression) plus $2 per click.
Rev Share Model with App Developers
App developers - the Apple equivalent of publishers, are paid 60 percent of all revenue.
iAds Success factors
The current pricing structure is completely unfair and needs to follow a more transparent model