Friday, April 9, 2010
Apple iAd Wants to Change "Ads that Suck"
It isn't clear whether the typical mobile ad created for Apple's new iAd network will be as immersive and interactive as the example Apple CEO Steve Jobs shows here.
But the example suggests what Apple would like to see happen: ads that are closer to entertainment than anything we've seen so far, incorporating interactive and gaming experiences, for example. To use the obvious analogy, today's ads are outside the content; in the "Toy Story" example the ads are part of the content, essentially.
The issue will be how talented advertisers will be, not so much Apple. Unless firms are willing to allow Apple to produce the "creative," as well as handle the placement, it is doubtful most ads will be this well done.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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1 comment:
Yes, It isn't clear whether the typical mobile ad created for Apple's new iAd network will be as immersive and interactive as the example Apple CEO Steve Jobs shows here.
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