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Monday, August 09, 2010
Marketers Still Looking for More Data, Lower Costs for IPad Ads
As early data on iPad apps trickle in, one thing is clear: It’s going to require mountains of metrics for advertisers to pony up for the new platform’s ads—and their high prices. But early data from Conde Nast will bolster the argument the iPad is worth a premium, as it’s delivering on reader attention better than other media channels. The publisher reports users are spending more than two hours on average with its Vanity Fair and GQ apps—that’s double the average hour spent with print magazines. Time spent with iPad apps also beat digital channels: Two hours with an iPad app trumps an average of 15 minutes on websites and 75 minutes on mobile apps per month.
“We have been waiting for any kind of data,” said Brenda White, senior VP-publishing activation director at Starcom Worldwide.
“I want to know if users are spending more time with advertising messages,” said Adam Kasper, senior VP-digital innovation for Havas Digital.
These early iPad ads are largely coming from test budgets, which will disappear if the ads don’t prove themselves. For clients to bring iPad out of test phase, he’ll need much more measurement. ABC has sold slots in its iPad app along with a commitment online.
“Premium pricing has been somewhat of a barrier [in addition to] no measurement,” said Starcom’s Ms. Havas’ Mr. Kasper estimates $100 cost-per-thousand views on iPad, which he says is three times as much as a video ad on Hulu and 10 times as much as a highly regarded banner on The New York Times website.