Apple on Wednesday said it had launched the 100th iAd campaign with real estate company Coldwell Banker.
[ad#Google Adsense 300×250 in story]The iAd allows iPhone and iPod touch users to search for their dream home, scrolling through visually driven search features to find specific homes matching their criteria. You can search by price, zip code, and include images of the homes.
“We know that mobile marketing is critical to the future of our consumer engagement,” said Michael Fischer, chief marketing officer for Coldwell Banker Real Estate.”The iAd platform and its unique custom targeting allows us to engage with consumers like no other mobile advertisement can. We go way beyond banner ads and search terms to offer an informative and entertaining custom home search tool. With iAd, Coldwell Banker essentially becomes a positive part of the user’s overall app experience.”
The campaign began in late March and so far, the results are glowing. Fischer said the iAd garnered and average of 11 pages viewed per visit; average user engagement time of more than one minute; tap rates 5 times higher than average online banner ad click-through rates; and conversion rates four times higher than online display and search ads.
iAd is now live in 7 countries (US, Canada, UK, France, Germany, Italy, Spain) and continues to outperform online advertising and TV advertising across many key categories, Apple representatives told The Loop.
In addition to real estate, Apple has launched campaigns in a variety of markets including auto, financial, telecom, food, tech, B2B. Apple also said that the average iAd user engagement time remains 60 seconds, which is closer to broadcast than traditional online advertising.
Apple lowered the initial buy for iAds to $500,000 in 2010, allowing companies with smaller budgets to take advantage of the program.
Even with that, the majority of the campaigns were at least $1 million. Given that Apple just launched it’s 100th campaign, it’s safe to assume they sold in neighborhood of $100 million worth of iAds so far.