Archive for the Media Category

iAd no idea where they got their prices from

Posted in Applications, Media with tags , , on June 11, 2010 by Joanna Lyall

There is no doubt in my mind that ads will look stunning on the iPad it will probably be the publishers that will take a lead on this platform. For the iphone which is comparatively mass the ad model will be closer to what we see on wap and web. It will work to some extent but at what cost. The iAd model is an interesting one charging for displaying a basic banner and then slapping on another charge for a click. Banner ads on mobile don’t look great, they are small and fairly intrusive albeit necessary to direct users to a better experience. However, digital buyers know what a banner is worth and it is no where close to the iAd proposed cpm. IAd will get initial take up but will struggle to scale with that model. Cool brands will want to be using these innovative new platforms and may pay the initial price but they will also then move on to the next cool thing, the ad model needs to cater for the advertisers with the money. Apple can be arrogant when it comes to their beautiful products and most of us will forgive them but they cannot afford the same attitude when it comes banner ads on apps.

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Strength in numbers?

Posted in Media, social with tags , , on July 14, 2009 by Joanna Lyall

We already know it is not about reaching audiences any more it is about putting yourself in the right place to be discovered by the right people.  The focus is not shouting at as many people as possible until they give in and buy your product, it is more subtle than that it is about having a conversation with a few people who might care enough to tell their friends.  Advertisers want to get their brands in front of people who can afford to buy them so don’t walk away from a small group of Tweeters because the TV campaign holds great promise of numbers of eyeballs.  This quote from Wired sums it up well for me…..

‘Sure, 300,000 Twitter followers isn’t the same as an umpty-million TV audience, but those 300K people are highly selective neophiles with disposable income. They have bloody iPhones and everything. At some point, he’ll recommend a prose book and the number of people tapping their way to Amazon for a one-click-and-back-to-their-Kindle-app is going to be eminently trackable. That may very well tell an interesting story.’  warren Ellis Wired Magazine