iAds v. Mobile AdSense
Toward the end of Ben Parr’s post at on the nascent mobile-advertising battle between Apple (who recently acquired Quattro) and Google (who recently acquired AdMob) he says “Google’s greatest advantage against Apple is that it has more relationships and experience with web-based advertising, and it already has the technology to back it up.” But, then again:
“If tomorrow Apple launched an ad platform for iPhone and Google launched a comparable one for Android, Apple would win simply because it has a larger base of iPhone and iPad users to advertise against, making it more enticing to developers and advertisers alike. That advantage cannot be understated.”
Maybe.
But it’s not just about ad-sales experience or smartphone market share. It’s also going to come down to corporate DNA, and who’s wiring is better suited to capturing the types of ad dollars being spent in mobile. If mobile advertising is driven by targeting for local advertisers and retailers offering coupons — the transactional, direct-response arena that it dominates — Google will win big. If national and global marketers put their wallets behind building brands and stimulating (rather than harvesting) demand on mobile devices, I’m putting my money on Apple.
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There are two types of new ad products (generally)
1. The extension of what has come before in a new medium. The banner is a great example as is the pre-roll video ad.
2. The medium-specific product that has no analogue in other formats. Sponsored search ads could be considered as an example of this (although some would say this is yellow pages 2.0)
Every year was to be the year of mobile for the past 5 but no one could create the ad product that harnessed the increasingly important role our phones played in our life. The 300×50 strip on the bottom of a mobile-optimized browser page or app just feels like a category 1 ad. What apple seems to be playing with feels more like category 2. If they are successful, I agree Apple stands to win. Although Google has proven themselves to be good a taking a business model and making it better. Just ask Overture.
This is still so early I think the winner may not have emerged yet….
Great post, Chas (as always). I completely agree that the success of one platform vs. another will depend on what ‘type’ of media ends up being more successful (DR vs. branding). I suspect in the end, it will be a mix of the two.
My only hope is that we as an industry have learned from what worked/didin’t work online, and translates this to success on mobile.
Jane
[...] iAds v. Mobile AdSense [...]
Some interesting tidbits coming out regarding Apple’s philosophy on this new ad platform, as well as some changes to it’s developer TOU’s that could prevent rival mobile ad platforms from targeting individual users.
http://www.hhcc.com/blog/?p=2726
http://mediamemo.allthingsd.com/20100412/is-apple-closing-off-the-iphone-to-rival-ad-networks/
er… my formatting got stripped in that comment – other than the first paragraph, I’m quoting from the linked articles…
[...] recently come out as supporting Apple in the mobile advertising war, but this first demo isn’t knocking my socks off. Am I just having a bad day? Comment on [...]
[...] thing that’s made me favor Apple’s iAds approach is its focus on building a mobile advertising experience for brands wanting *create* demand in [...]