Apple’s iAd service is a way for independent app developers to make a bit of money while giving away their product to iOS users for free. We don’t particularly like it, but we tolerate it so we can play fun games without having to spend money. The small banner at the top or bottom of the menu screen is fairly unobtrusive, so we don’t complain… much.
Back in March, Ad Age reported that Apple was planning on upgrading its iAd service. This week, Apple announced the upgrade, which allow companies to buy full-screen advertisement banners, as well as pre-roll videos. So much for unobtrusiveness.
According to Apple’s Developer News site, app makers can now “deliver highly engaging ads from leading brands” in the form of full-screen interstitial banners, which are advertisements that appear between two segments of content, and pre-roll videos, which are commercials that appear just before the start of content.
While these iAds are being promoted by Apple as a way for developers to generate revenue and companies to get their products to consumers on iOS, it really seems more like a way to push users to spend money to remove ads for freemium titles. A small banner at the bottom of the screen is no big deal. A full-page advertisement between each level of gameplay is just annoying.
One of the reasons I find iAds to be so irritating is that they are usually ugly and low quality. Maybe the problem is not on developers using ads in their games, but that companies aren’t willing to shell out more on their mobile advertising budget. I am willing to sit through eight minutes of commercials while watching a half-hour sitcom. I should be willing to look at a half-dozen iAds while playing a video game on my iPad for two hours.
Hopefully, this new method of integrated advertising will encourage companies to work a little harder to appeal to iOS users, instead of treating mobile devices as the dumping ground for failed commercials.
[Via: Marketing Land]