It’s not likely that iPhone users are anticipating the appearance of Apple’s iAds on July 1, but marketers are eager to see how the model works out. Unlike other mobile ads which direct users to an advertiser’s website, making it difficult to return to the app they were using, the iAd mobile advertising platform allows users to go back to the app at any time.
AdAge reports that most advertisers won’t be ready soon enough to be in first batch of the mobile advertising platform. It takes six to eight weeks for Apple to produce the ads from creative materials given by the advertisers. However, $60 million are already committed to iAds. Here are a few of those willing to pay the steep price of anywhere from $1 million to $10 million to be on the platform: Unilever’s Dove Men+Care digital campaign, Campbell Soup mobile game, DirecTV, Sears, insurers State Farm and Liberty Mutual.
Users of the iPad won’t see iAds on their devices until November. This gives Google’s competing AdMob, which unveiled ads for native iPad applications early this month, some time to catch up on features, which includes location specific ads.
Source: http://adage.com/digital/article?article_id=144670
