The campaign will still be running well into the year. The investment is over a long period of time, and it is not like spending £250,000 on an ad during X-Factor. "I will not say the $1m figure is familiar to me. IAds are reputed to be very expensive, with initial campigns reputed to cost $1m, with this dropping by around half earlier this month. "It has demonstrated the strength of the platform, but at the moment iAds exist in a vacuum."
"That's what I call engagement and changing behaviour," he said. The iAds allow you to filter out the people you do not want to target, and get to the people who want to use the product," he said, with TTR 70%-80% higher than targeted digitial campaigns.Ībsolute knows exactly who ads had been successfully served to, and there was no resorting back to demographic profiling. The mobile time spent is so high – there is no wastage. "All behaviour is targetable other than your name. "For TV, you are engaging perhaps with a 90-second ad, but here you are not just watching, you are actively engaged and interacting."ĭickens said iAd was chosen because it tapped into the desired demographic of a 30 or 40-something 'reluctant adult', with a male skew, as this group was likely to own an iPhone. The best comparison could be made with TV.
He said the brand would continue to use other platforms, and launched two major campaigns - on Facebook and YouTube last week, "but the level of engagement is significantly lower." The COO said the benchmark given by Apple for US campaigns was 60 second in-ad, so Absolute's ads outperformed this. We have achieved peak average in-ad times of 101.8 seconds, with the overall average of 88 seconds." "For us, 0.3%-0.8% was typical on other platforms, and we had never seen more than 1% before."ĭickens also said the time spent within an ad was far higher than other platforms.
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