The $1 Million CPM:Will Apple’s iAd Change the Mobile Market Forever?<br />Noah Elkin<br />Senior Analyst<br />eMarketer<b...
eMarketer - A business information serviceunlike any other <br />Founded in 1996, eMarketer provides unbiased research and...
2010 was a watershed year for mobile<br />
Mobile ad spending is going UP!<br />
What a difference a year makes<br />Source: eMarketer, 9/2010<br />
Focus of mobile advertising is shifting<br />Source: eMarketer, 9/2010<br />
Apple has played the role of catalyst for mobile advertising<br />The “iAd effect” has produced the following key results:...
iAd is also having an impact on spending<br />Source: IDC, 9/2010<br />
Success comes despite setbacks<br />
Richer ads units are driving spending growth<br />
The iPhone audience: exclusivity vs. reach<br />Small audience: ~16.5 million US iPhone users<br />Represents approx. 30% ...
Has iAd changed the mobile market forever?<br />Yes.<br />
Thank you<br />Noah ElkinSenior Analyst<br />Email:	nelkin@emarketer.com<br />Twitter:	@noahelkin<br />Blog:	emarketer.com...
iAdsAn agency perspective<br />Brett Barash<br />Vice President, Account Director<br />BBDO<br />
Existing Live iAds<br />
Why AT&T?<br /><ul><li>First to market
Innovative, Rich Mobile Experiences
Partnership (AT&T and Apple)
Targeting Capabilities
Competitive Exclusivity</li></li></ul><li>Challenges<br /><ul><li>Reach – Limited to iPhone and iPod Touch
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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"

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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

Published in: Technology, Business
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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. 1. The $1 Million CPM:Will Apple’s iAd Change the Mobile Market Forever?<br />Noah Elkin<br />Senior Analyst<br />eMarketer<br />iAdsAn agency perspective<br />Brett Barash<br />Vice President, Account Director<br />BBDO<br />
  2. 2. eMarketer - A business information serviceunlike any other <br />Founded in 1996, eMarketer provides unbiased research and trend analysis on digital marketing and media<br />Approach & Expertise<br />We aggregate, filter, organize and analyze data from more than 4,000 global sources<br />Analysts put the data into context covering all aspects of the market, with overviews and insights that can’t be found anywhere else<br />
  3. 3. 2010 was a watershed year for mobile<br />
  4. 4. Mobile ad spending is going UP!<br />
  5. 5. What a difference a year makes<br />Source: eMarketer, 9/2010<br />
  6. 6. Focus of mobile advertising is shifting<br />Source: eMarketer, 9/2010<br />
  7. 7. Apple has played the role of catalyst for mobile advertising<br />The “iAd effect” has produced the following key results:<br />Benefited the entire mobile ad space by generating awareness and excitement about mobile advertising, particularly interactive rich media<br />Reinforced the effectiveness of mobile as a branding medium<br />
  8. 8. iAd is also having an impact on spending<br />Source: IDC, 9/2010<br />
  9. 9. Success comes despite setbacks<br />
  10. 10. Richer ads units are driving spending growth<br />
  11. 11. The iPhone audience: exclusivity vs. reach<br />Small audience: ~16.5 million US iPhone users<br />Represents approx. 30% of US smartphone population (Nielsen, Aug. 2010)<br />Active audience: iPhone users generate 50-60% of all monthly smartphone ad impressions on networks such as Millennial Media and AdMob<br />Wild card: Verizon iPhone<br />
  12. 12. Has iAd changed the mobile market forever?<br />Yes.<br />
  13. 13. Thank you<br />Noah ElkinSenior Analyst<br />Email: nelkin@emarketer.com<br />Twitter: @noahelkin<br />Blog: emarketer.com/blog/index.php/author/nelkin<br />Phone: (212) 763-6055<br />
  14. 14. iAdsAn agency perspective<br />Brett Barash<br />Vice President, Account Director<br />BBDO<br />
  15. 15. Existing Live iAds<br />
  16. 16. Why AT&T?<br /><ul><li>First to market
  17. 17. Innovative, Rich Mobile Experiences
  18. 18. Partnership (AT&T and Apple)
  19. 19. Targeting Capabilities
  20. 20. Competitive Exclusivity</li></li></ul><li>Challenges<br /><ul><li>Reach – Limited to iPhone and iPod Touch
  21. 21. Creative control
  22. 22. Reporting and Benchmarks
  23. 23. Message Strategy</li></li></ul><li>Add A Line / Smartphone Data<br />
  24. 24. Introduction ofU-verse TV<br />
  25. 25. Thank you<br />Brett BarashVice President, Account Director<br />BBDO<br />Email: brett.barash@bbdo.com<br />Twitter: @brettbarash<br />
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