experience matters

Molly Hop & Anna Mer | Critical Mass Chicago

It’s clear consumers are hungry for mobile applications, having downloaded more than 3 billion apps from the Apple app store as of March 2010, according to eMarketer. The growing popularity of this channel has led to an increased desire to find a way to market to our mobile consumers. In response to this, Apple has recently acquired Quattro Wireless (after having AdMob snatched up by Google) to create the iAd advertising platform that will launch with the iPhone 4G this summer. Now the question is, how will iAd change how brands approach marketing within mobile applications?
A common debate among the Critical Mass Experience Distribution team is whether there is a “correct approach” to mobile applications.

When do you recommend creating one?
What value will the mobile application serve vs. that of the mobile website?
How should we market this application?
How much money, time and effort should be put into it?

One might argue that building an application but not putting a marketing effort behind it is similar to the “if a tree falls in the forest but no one is there to hear it” concept. If we determine that we don’t have the money, resources or rationale to build and market our own application, do we sponsor a relevant existing app that another brand hasn’t gotten to first?

The launch of the iAd offers a new option. We will soon have the ability to build an experience as robust as an application and be able to syndicate it out as an ad within the application environment.

Let’s take a deeper look at what makes the iAd platform unique compared to other mobile platforms:

1. Dual Interaction

iAd allows users to interact with the rich media ad without losing the application that they had opened prior to engaging with the ad. This dual action was not possible before the launch of the iPhone 4G. Now consumers can click on ads with the reassurance that they will not lose what they were previously engaging with. This dual involvement will certainly lead to more mobile ad interaction.

2. More Robust

The ads that Apple is building for the mobile platform act more like applications or microsites than standard mobile advertisements. The ads are able to contain videos, games, content, images, etc. Users are able to expand the ads over any application, allowing the ad to take full screen. (Check out Jobs’ demo.)

The launch of the iAd will change the mobile advertising landscape, not only by allowing for another opportunity to market within this space, but also potentially increasing the interaction and reach of mobile ads. This is due to the platform’s focus on engagement with the brand and the ability to provide consumers with everything they need in the ad space, alleviating the need to drive to a WAP page. It also has the potential to eliminate–or at least cut back on–the media dollars spent outside of the mobile space to promote a brand’s mobile application. They will be able to target highly-used applications to attract eyes and interactions rather than wasting money targeting apps that turn out not to be popular with their targeted audience segment.

We are eagerly anticipating the launch and are excited by the potential to be an advertiser in this space. Despite that, we will be approaching it with a cautious eye, clearly defined KPIs and unique engagement ideas tailored for this brave new mobile world.

Molly Hop is the Group Media Director and Anna Mer is a Media Manager for our Experience Distribution practice.