APPLE ENTERS THE ADVERTISING SPACE
Capitalizing on the success of iPad and iPhone, Apple has decided to enter the mobile and online advertising space with the launch of iAd. Apple is now directly competing against Google in the ad space. The tech giants are now in the race, but have different strategies for winning.
Google is dominating the market with AdWords, an ad solution that relies on relevancy. AdWords places highly-targeted ads based on search queries or site content. For instance, if you’re searching for a restaurant, Google will provide ads based on your location. Google approaches ads on mobile phones in the same way as on computer desktops.
Apple is taking a different approach and is leveraging apps to deliver seamlessly integrated ad solutions on the iPad, iPhone and iTouch. Apple’s iAd relies on a well-designed, “emotion-driven” interface to engage users, with ad solutions that are built in the device operating system. Apple hopes that its superior design will drive consumer engagement in the same way that design drives consumer preference for all Apple consumer electronics.
iAd is another good example of how Apple can leverage its strong position in Design to deliver meaningful and better experiences to consumers. Be known for something tangible and your permission for brand extension will be granted.
(Jean-Yves Minet)