iAd Gets $60 Million In 2010 Ad Commitments

Gail Chiasson, North American Editor

When Apple debuts its iAd mobile advertising network on July 1 on iPhone and iPod Touch devices running its iOS 4 software platform, it will already have commitments of more than $60 million from leading global brands

iAds combine the ‘emotion’ of TV advertising with the interactivity of Internet advertising, giving advertisers a dynamic and powerful new way to bring both motion and emotion to mobile users.

iAd will kick off with mobile ad campaigns from: AT&T, Best Buy, Campbell Soup Company, Chanel, Citi, DirecTV, GEICO, GE, JCPenney, Liberty Mutual Group, Nissan, Sears, State Farm, Target, Turner Broadcasting System, Unilever and The Walt Disney Studios. The commitments of $60 million represents almost 50% of the total forecasted U.S. mobile ad spending for the second half of 2010. (J.P. Morgan’s Nothing But Net—2010 Internet Investment Guide, Jan. 3, 2010.)

“iAd …. offers users a new way to explore ads without being hijacked out of their favorite apps,” Steve Jobs, Apple’s CEO, said yesterday in San Francisco. “iAds will reach millions of iPhone and iPod touch users—a highly desirable demographic for advertisers—and provide developers a new way to earn money so they can continue developing free and low cost applications.”

“iAd is going to revolutionize mobile advertising,” says Rob Master, North American media director, Unilever. “With iAd, we’ve been able to create some of our most powerful and compelling ads ever. iAd is the perfect mobile format to reach and engage with our customers.”

iAd, which is built into iOS 4, allows users to stay within their app while engaging with the ad, even while watching a video, playing a game or using in-ad purchase to download an app or buy iTunes content.

Developers who join the iAd Network can easily incorporate a variety of advertising formats into their apps. Apple will sell and serve the ads, and developers will receive an industry-standard 60% of the iAd Network revenue, which is paid via iTunes Connect.

iAds require iOS 4, which will be a free software update via iTunes 9.2 or later for iPhone and iPod touch customers. iOS 4 will work with iPhone 3G, iPhone 3GS, iPhone 4, and second and third generation iPod touch (late 2009 models with 32GB or 64GB).

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