Home  › Marketing › Strategies

First Apple iAds Hit the iPhone [Video]

  |  July 9, 2010   |  Comments

Ads for Unilever's Dove brand and Nissan's Leaf model are first to appear on Apple's iAd mobile advertising platform.

Following the official launch of Apple's iAd mobile advertising platform on July 1st, ad units for Unilver's Dove brand and Nissan's Leaf model have now begun appearing in some ad-supported iPhone applications running on the new iPhone OS 4.0.

Dove's Men+Care ads showcase branded content featuring pro-baseball players Albert Pujols and Andy Pettitte. In addition, they allow users to browse Dove's range of Men+Care products and offer them the chance to win signed baseballs.

View a ClickZ demo of the live iAd here:

 

 

Rob Candelino, a U.S. marketing director focused on Unilever's personal wash products, said his company worked closely with Apple to determine how and where to best reach its target audience, coupling iTunes usage data with Unilever's own research. It will target applications in the news, sports and music categories, he said.

Candelino also offered some insights into Apple's involvement in the creative process, since it's handling production for the first wave of ads to ensure quality control. "We worked very closely with Apple to brief them on the inspiration behind the 'Journey to Comfort' campaign and our target consumer," he said. "From the beginning, this was a collaborative process between Unilever creative, our digital agency Ryan Partnership, and Apple's creative and technology teams," he said.

Meanwhile, Nissan's Leaf ad has also gone live across the iAd network, and encourages users to explore the features and benefits of its 100 percent electric Leaf model through a range of interactive elements and video content. The ad makes use of the iPhone's inbuilt accelerometer, allowing users to shake the handset to view different color options and encouraging them to submit their contact details for further information. According to Apple CEO Steve Jobs, the Leaf will initially only be available to users who register through the iAd.

 

 

Alongside Dove and Nissan, Apple announced that Best Buy, Campbell's Soup, Chanel, Citi, DirecTV, GEICO, GE and Walt Disney have signed up as launch advertisers for the platform. The amounts they each paid remain unknown, but agency sources reported that Apple asked as much as $10 million for early ad placements, sold on a $10 CPM basis coupled with a $2 click-through charge.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...
    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...