iPhone News Desk
Will iPhone Work Its Magic on Mobile Advertising?
It is not just the iPhone platform that is attractive to advertisers
By: Eden Zoller
May. 6, 2009 09:00 PM
The iPhone and devices that are following in its wake provide the best platform yet for enabling mobile advertising because they are optimised for rich media applications like video and also provide a genuinely good mobile browsing experience.
At the same time, a mobile advertising ecosystem is building up quickly around the iPhone. Specialists like Pinch Media have emerged to provide advertising-related tools and analytics for iPhone developers. Leading mobile advertising network AdMob has launched a business unit specifically for the iPhone.
The pull of the app store and branded applications is promising
The Audi A4 Driving Challenge application registered 370,000 downloads in the first two weeks of the campaign. The Zippo Virtual Lighter application was the number one free application in the Lifestyle category. The popularity of branded iPhone applications suggests that people do not see them as advertising, which is one of the ideal outcomes for any type of advertising. Branded applications are normally free, which is why Kraft's paid-for, branded application comes as such a surprise. Kraft's $0.99 iFood Assistant application, featuring recipes and tips, is in the top 100 applications by downloads. People are in effect paying Kraft to advertise to them, except they do not see it this way.
Apple is, of course, not the only device manufacturer to launch an application store: Google, Nokia, RIM and Microsoft have all done likewise. It will be interesting to see if the other device platforms and application stores will be as effective as the iPhone/app store combination in acting as an enabler for mobile advertising.
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