updated 05:06 pm EDT, Mon August 6, 2012
Land Rover claims more engagement with iOS
Apple has posted a new case study, featuring Land Rover, in order to promote its iAd network to advertisers. The business-to-business marketing refers to the case of Range Rover Evoque, for which Land Rover is said to have wanted to "engage an all-new audience." The team at iAd "identified the perfect target and worked with Mindshare and Y&R Group to bring the Land Rover experience to them [the audience] in an innovative way," according to Apple's website. The company is particularly proud of the amount of time people spend with iAd spots.
"With 80 seconds spent on average with the ad, Ken Bracht, Communications Manager with Land Rover North America, noted that 'There is a difference between someone sitting on their couch absorbing that 30-second television ad and someone actually engaged in their iPhone or their iPad. There's definitely higher attentiveness with something like an iAd as opposed to a television ad.'" Accompanying the webpage for the study is a PDF and a promotional video.
iAd has had a difficult time growing marketshare, but so far appears to have at least gained a secure footing. Initially advertisers complained about the minimum buy for the network -- $1 million -- and Apple's heavy hand in the production of ads, which included strict rules and even the company's first-hand involvement at times. Since then Apple has slashed the minimum buy to $100,000, and started paying more to developers whose apps use iAd. The network is still hampered by platform support, since while iAd is limited to iOS, alternatives like Google's AdMob are available across many devices.