The $1 Million CPM: Will Apple’s iAd Change the Mobile Market Forever? Noah Elkin Senior Analyst eMarketer iAds An agency perspective Brett Barash Vice.

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Presentation transcript:

The $1 Million CPM: Will Apple’s iAd Change the Mobile Market Forever? Noah Elkin Senior Analyst eMarketer iAds An agency perspective Brett Barash Vice President, Account Director BBDO

eMarketer - A business information service unlike any other Founded in 1996, eMarketer provides unbiased research and trend analysis on digital marketing and media Approach & Expertise – We aggregate, filter, organize and analyze data from more than 4,000 global sources – Analysts put the data into context covering all aspects of the market, with overviews and insights that can’t be found anywhere else

2010 was a watershed year for mobile Nov Jan. 4, 2010 Jan. 5, 2010 Jan. 27, 2010 April 2010

Mobile ad spending is going UP!

What a difference a year makes Source: eMarketer, 9/2010

Focus of mobile advertising is shifting Source: eMarketer, 9/2010

Apple has played the role of catalyst for mobile advertising The “iAd effect” has produced the following key results: – Benefited the entire mobile ad space by generating awareness and excitement about mobile advertising, particularly interactive rich media – Reinforced the effectiveness of mobile as a branding medium

iAd is also having an impact on spending Source: IDC, 9/2010

Success comes despite setbacks

Richer ads units are driving spending growth CAGR, (in %) Video74% Total Display60% Search59% Banners and Rich Media 58% Messaging21% TOTAL44%

The iPhone audience: exclusivity vs. reach Small audience: ~16.5 million US iPhone users – Represents approx. 30% of US smartphone population (Nielsen, Aug. 2010) Active audience: iPhone users generate % of all monthly smartphone ad impressions on networks such as Millennial Media and AdMob Wild card: Verizon iPhone

Has iAd changed the mobile market forever? Yes.

Thank you Noah Elkin Senior Analyst Blog:emarketer.com/blog/index.php/author/nelkin Phone:(212)

iAds An agency perspective Brett Barash Vice President, Account Director BBDO

Existing Live iAds

Why AT&T? First to market Innovative, Rich Mobile Experiences Partnership (AT&T and Apple) Targeting Capabilities Competitive Exclusivity

Challenges Reach – Limited to iPhone and iPod Touch Creative control Reporting and Benchmarks Message Strategy

Add A Line / Smartphone Data

Introduction of U-verse TV

Thank you Brett Barash Vice President, Account Director BBDO

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