iAds and the Rise of the Relationship Era

Posted on 28. Jun, 2010 by The Relationship Era in Blog, Trends

The following is a summary of a longer document that provides some perspective and suggestions for marketers in the Relationship Era. It evaluates some of the opportunities available through Apple’s new iAds platform and provides some thoughts about why in-app ads might signal a shift in the way brands connect with people.

Apple has set out, yet again, to turn the technology world on end. Its focus this time: advertising. The powerful consumer electronics manufacturer’s announcement in April of its new iAds platform as part of the iOS 4 has a lot of people talking. Opinions vary widely as to the actual impact iAds will have on the marketing industry. Some speculate that once the ads debut on iPhones they will be so popular that they’ll eventually spread to more traditional channels. Others counter that Apple’s closed platform could reduce iAds’ scalability and success. Regardless of your position on iAds and the impact they’ll have on the future of Apple and marketing in general, marketers’ adoption of iAds, and the experience they promise, will be profoundly effective in helping brands build stronger, more fulfilling relationships with people.

iAds’ focus on engaging with consumers and making more authentic connections shows Apple—love it or hate it—is demonstrating Relationship Era thinking by trying to do the right thing for consumers. We believe that savvy marketers can learn a lot by jumping on the iAds bandwagon early, even if they fully intend to jump off as soon as Google and Admob present a viable alternative. View this video of Steve Jobs demonstrating a few iAds.

If you’re interested in hearing a more detailed discussion, please feel to read the full article, iAds and the Rise of the Relationship Era, and share your thoughts.

Tags: advertising, Apple, apps, brands, engagement, iAds, iOS4, iPhone

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