The much ballyhooed launch of Apple iAds, Apple’s new advertising product has begun with the following slogan: Engage, Captivate, Connect. I couldn’t have described the purpose of brand advertising better myself. Problem is… that’s all iAds will ever be – a brand advertising platform. Why? Because Apple App users hire apps to do its app job first – not advertise to them. Apple iAds are no different than any other media trying to capture the attention of its audience. Engaging the app audience is no guarantee iAds will measurably lift its advertisers brand awareness in the consumers mind any more than any other device or media would. Engage Captivate Connect As much as I love Apple and all of their products – its the only brand of computer, phone or reader I own – their iAds product will do little to disrupt and reshape the mobile advertising marketplace beyond that which its device counterparts are already on track to do.
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Apple iAds Launched: Engage. Captivate. Connect.
From eMarketer: US ad spending was down in 2009 as marketers and consumers alike tightened their belts during the recession. And while Americans looked to save money and trim expenses, they also began to spend less time with media, causing a worse drop in ad spending, according to the Yankee Group. Online was the largest segment of media time in 2009, followed by TV and video, music and radio, and mobile phone usage. Average Time Spent With Media Overall, US consumers spent less than 12 hours a day with media on average. That was down from nearly 14 hours daily in 2008, a 17% decrease. Yankee Group speculated in its report that the recession may have left Americans too stressed to enjoy as much media consumption as the previous year. Activities decreased almost across the board, with reading, music and radio, and TV and video dropping most dramatically. The only increase in time spent was with mobile phones. Talk time on mobile was up 12%, while average daily mobile Web use rose 36% to 11 minutes. Texting was also up, by 55%, to take up 27 minutes a day in 2009. Change In Time Spent Per Day With Media Yankee Group’s picture of media consumption differs from others, including Nielsen’s “Three Screen Report.” For Q4 2009, Nielsen reported TV time was up and significantly higher than Internet usage. Nielsen relies on automated data collection, while Yankee Group polled US consumers. In addition, Yankee Group includes both personal and work Internet usage in its media consumption study, while Nielsen excludes work time. “Yankee Group believes the transparency in our consumer attention model provides a more accurate picture of consumer demand for media, while automated systems are more tuned to determining media supply,” said the report. “As connected devices flourish and multiply in consumers’ lives, we further believe this attention-driven model will rise in importance as consumers struggle with an increasing tyranny of too much media.” The idea of the average American spending twelve hours a day consuming and using media makes me think a media diet book will soon find an audience and market.
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Just 12 Hours A Day?