After launching DiggAds, I’ve become convinced that the future of advertising will be to integrate ads into the user experience of the site. This doesn’t mean just sticking them in the middle of the page, it means including the functionality of the site within the ad itself – essentially, transforming ads into content. Examples of this include DiggAds, Facebook’s social ads, Twitter’s new Promoted Tweets product, and of course Google AdWords. I was disappointed that Apple did not follow this model. In the demo, Jobs doesn’t mention the integration of the ad into the app, the entire demo focuses on what happens after the user clicks (or taps, I guess). In fact, by setting it up with Apple selling the ads, that virtually ensures that the ad unit must be consistent across the network and therefore won’t be custom fit for each app.
Sage words by my colleague, Bob Buch from Bobbuch.com, when speaking about iAds from Apple.
iAgree
Brands need to get out of the mindset of porting media strategies form one medium to another...embrace the environment you are in and be a participant, not an interloper
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