Though Apple has had some difficulties with its iAd mobile advertising network, the company just published a new case study (via TechCrunch) and video promoting the success Land Rover had advertising with iAd on the iPhone.
Among the other more interesting tidbits on Apple's 'Brands' page are some statistics on iOS usage including that users spend 73 minutes per day on average using apps, and that users who click on an iAd spend an average of 60 seconds per visit.
When Land Rover set out to introduce the all-new Range Rover Evoque the goal was to engage an all-new audience. The iAd Network identified the perfect target and worked with Mindshare and Y&R Group to bring the Land Rover experience to them in an innovative way. With 80 seconds spent on average with the ad, Ken Bracht, Communications Manager with Land Rover North America, noted that “There is a difference between someone sitting on their couch absorbing that 30-second television ad and someone actually engaged in their iPhone or their iPad. There's definitely higher attentiveness with something like an iAd as opposed to a television ad.”
Apple has made several changes to iAd to increase both developer and advertiser adoption. It has slashed the minimum ad buy to $100,000 -- down from $1 million originally -- and increased the share of advertising that's paid to developers from 60% to 70%. Andy Miller, Apple's former head of the iAd division, left the company only 18 months after Apple purchased Quattro Wireless -- the company that became iAd.
Top Rated Comments
I kid. I hardly even read ads so I am a bit surprised the time spend interacting with ads is longer than 15 seconds.
Therefore in my case they are a major annoyance.