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The $1 Million CPM: Will Apple’s iAd Change the Mobile Market Forever?

The $1 Million CPM: Will Apple’s iAd Change the Mobile Market Forever?. iAds An agency perspective. Noah Elkin Senior Analyst eMarketer. Brett Barash Vice President, Account Director BBDO. eMarketer - A business information service unlike any other.

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The $1 Million CPM: Will Apple’s iAd Change the Mobile Market Forever?

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  1. The $1 Million CPM:Will Apple’s iAd Change the Mobile Market Forever? iAdsAn agency perspective Noah Elkin Senior Analyst eMarketer Brett Barash Vice President, Account Director BBDO

  2. eMarketer - A business information serviceunlike any other • Founded in 1996, eMarketer provides unbiased research and trend analysis on digital marketing and media • Approach & Expertise • We aggregate, filter, organize and analyze data from more than 4,000 global sources • Analysts put the data into context covering all aspects of the market, with overviews and insights that can’t be found anywhere else

  3. 2010 was a watershed year for mobile

  4. Mobile ad spending is going UP!

  5. What a difference a year makes Source: eMarketer, 9/2010

  6. Focus of mobile advertising is shifting Source: eMarketer, 9/2010

  7. Apple has played the role of catalyst for mobile advertising • The “iAd effect” has produced the following key results: • Benefited the entire mobile ad space by generating awareness and excitement about mobile advertising, particularly interactive rich media • Reinforced the effectiveness of mobile as a branding medium

  8. iAd is also having an impact on spending Source: IDC, 9/2010

  9. Success comes despite setbacks

  10. Richer ads units are driving spending growth

  11. The iPhone audience: exclusivity vs. reach • Small audience: ~16.5 million US iPhone users • Represents approx. 30% of US smartphone population (Nielsen, Aug. 2010) • Active audience: iPhone users generate 50-60% of all monthly smartphone ad impressions on networks such as Millennial Media and AdMob • Wild card: Verizon iPhone

  12. Has iAd changed the mobile market forever? Yes.

  13. Thank you Noah ElkinSenior Analyst Email: nelkin@emarketer.com Twitter: @noahelkin Blog: emarketer.com/blog/index.php/author/nelkin Phone: (212) 763-6055

  14. iAdsAn agency perspective Brett Barash Vice President, Account Director BBDO

  15. Existing Live iAds

  16. Why AT&T? • First to market • Innovative, Rich Mobile Experiences • Partnership (AT&T and Apple) • Targeting Capabilities • Competitive Exclusivity

  17. Challenges • Reach – Limited to iPhone and iPod Touch • Creative control • Reporting and Benchmarks • Message Strategy

  18. Add A Line / Smartphone Data

  19. Introduction ofU-verse TV

  20. Thank you Brett BarashVice President, Account Director BBDO Email: brett.barash@bbdo.com Twitter: @brettbarash

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