The Los Angeles Times is reporting that early participants, both developers and advertisers, are pleased with Apple’s iAd program. For developers, the program is generating increased revenue due to the program’s pricing structure and well known brands that are currently advertising on it. Dictionary.com said on Wednesday that the amount it could charge for its […]
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Advertisers and Developers Seem to Be Pleased with iAd

The Los Angeles Times is reporting that early participants, both developers and advertisers, are pleased with Apple’s iAd program.

For developers, the program is generating increased revenue due to the program’s pricing structure and well known brands that are currently advertising on it.

Dictionary.com said on Wednesday that the amount it could charge for its ad space had increased 177% since it enabled iAds in its iPhone app, and CBS Mobile Senior Vice President Rob Gelick said the company’s six apps — including apps for CBS Sports, CNET, and GameSpot, were seeing up to $25 CPMs (the cost advertiser’s pay for an add to appear a thousand times.)

On the other hand, advertisers are happy with the level of user engagement.

Rob Master, the North American media director for Unilever, which put out one of the first iAds for its Dove shower products — said his company would soon launch a second iAd for its Klondike dessert bar. The company’s Dove ad featured videos and trivia games about baseball players Albert Pujols and Andy Pettitte.

The Dove ad resulted in a “double-digit” percentage of users seeking further information about the product, with 20% of viewers returning to check the ad out again. (Repeat viewers are marketers’ favorite kind — it indicates a clear interest in their brand.) That’s a good start, Master said.

Also worth noting, other big-name brands are waiting in line for a chance to advertise on iAds. Some of these brands include: Sears, DirectTV, General Electric, and Campbell Soup.

So, at least at the moment, the iAd seems to be a success for both sides.

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