During Thursday’s iPhone OS 4 Event, Steve Jobs took aim at Google and introduced Apple’s own mobile advertising platform built in right into the iPhone– this is no doubt a direct response to Google purchasing AdMob. Unlike the desktop, Jobs said that “search is not where it’s at” in regards to the mobile experience. People are spending their time in apps (an average of 30 minutes a day) and building the ads in the apps and letting users click without penalty (leaving the app and having to start over) will entice more users to click on an ad.
The OS-level integration will allow developers and creatives to deliver engaging advertising like never before. Jobs then demonstrated an ad for “Toy Story 3″ which was created in HTML 5 (another stake in the heart of Adobe and even managed a chuckle from the crowd). The ad was more or less another app, delivering content, video, games and even allowing a user to purchase tickets. Jobs stated that the reason majority of ad dollars still flow through television was because “advertisers can deliver an emotional message”. The iAd promises to change that by delivering the interactivity of the web with the emotion from television into an integrated mobile platform for the iPhone. Jobs also said that they will give developers majority (60/40 split) of the ad revenue. The approval process will be similar to the apps but Jobs did state it wouldn’t be as strict.
What does this mean for the already tenuous Apple/Google relationship? Well for one, the next small talk over coffee between the two battling CEO’s might not be for quite some time. Apple has steamed as it watched Google infiltrate its territory with products like the Android, Chrome and eventually Chrome OS. Jobs even eluded to the fact that they wanted to purchase AdMob but Google beat them to it:
“We do not have plans to be a worldwide ad agency. We don’t know a lot about advertising, but we’re learning. We tried to buy AdMob, but Google snatched them up because they didn’t want us to have them, so we bought another smaller company, Quattro. But we’re babes in the woods.”
Check out the video of Jobs talking about the iAd from yesterday’s iPhone OS 4 Event. [via CNET]
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http://www.tripwiremagazine.com/2010/04/user-linkmobile-advertising-and-the-iad-next-battleground-for-apple-and-google.html [User Link:Mobile Advertising And The iAd: Next Battleground For Apple and Google] | Tips for Designers and Developers | tripwire magazine
