iMedia October Breakthrough Summit: Insight Address: "The $1 million CPM: Will Apple’s iAd Change the Mobile Market Forever?" and "iAds: An Agency Perspective"
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iMedia October Breakthrough Summit Insight Address: "The $1 million CPM: Will Apple’s iAd Change the Mobile Market Forever?" and "iAds: An Agency Perspective" Noah Elkin, Senior Analyst, eMarketer Brett Barash, Vice President, Account Director, BBDO
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iMedia October Breakthrough Summit: Insight Address: "The $1 million CPM: Will Apple’s iAd Change the Mobile Market Forever?" and "iAds: An Agency Perspective"
- 1. The $1 Million CPM:Will Apple’s iAd Change the Mobile Market Forever? Noah Elkin Senior Analyst eMarketer iAdsAn agency perspective 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
- 17. Innovative, Rich Mobile Experiences
- 18. Partnership (AT&T and Apple)
- 21. Creative control
- 25. Thank you Brett BarashVice President, Account Director BBDO Email: brett.barash@bbdo.com Twitter: @brettbarash