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A primary benefit of iAds is the lowers barrier of participation. Since it is built into the new Apple operating system, the ads are a part of the mobile experience, therefore when someone engages with an ad, they do not lose their place. iAds become a brand interlude within their mobile experience. It all sounds good, except the iAd still hasn’t fixed one problem for many marketers: them. Buy Back Guarantees are an interesting debate is: Is a guarantee a sign of brand confidence or brand insecurity? A lot has been written about the recent Verizon and AT&T map ads. The Battle of the Maps began with commercials for Verizon’s 3G coverage. Basically, the commercial displays Verizon coverage maps has exponentially more 3G coverage across the nation than AT$T. AT&T recently sued Verizon (and lost). Then AT&T countered with Luke Wilson throwing postcards around an over-sized national map. Let’s face it these advertising giants are not messing around. Per Ad Age, Verizon spends $3.7 to $3.1 million for AT&T (compare this to the soda giant, Coca-Cola which only spends $752 million) Mega-budgets aside there is a beauty — a simplicity with the maps. |
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