Apple IAD: first sight)

 

Some time ago, Apple released the new OS 4. After reading the introduction, I was more interested in IAD. So Youku found the video of the press conference and focused on IAD.
IAD is a component released by Apple specifically for mobile advertising. Before OS 4 was released, there were four rumors about IAD. From the performance of jobs in the video, he also valued IAD. Several new feature versions were released, jobs only introduces two or three of them, and IAD is one of them. IAD was placed at the end of the press conference, and the time was the longest.
I will not describe the specific functions of IAD here, but I just want to write my own opinions.

Before watching the video, I thought IAD was a system similar to Google Adsense in the mobile environment, but IAD was more creative than I thought. I have to admit that Apple is always pleasantly surprised. I also have to admit that the more surprises Apple has, the less chance other companies will have.
So far, there have actually been a lot of mobile advertising platforms and systems (Google and Apple have acquired one of them separately ). The traditional web-based advertising platform, taking AdSense as an example, Advertiser can publish advertisements through AdSense, while the website displays ads provided by AdSense by embedding the AdSense code. The traditional mobile advertising architecture is similar. By embedding a banner on a mobile Web service or mobile app, this banner generally corresponds to a link, when you click this banner, the page will jump to the link webpage.

Apple challenges this traditional approach. As Jobs said, "most of the mobile ads really sucks !", He found two problems:
1. The most successful traditional web platform advertising systems are based on search engine. However, in the mobile environment, search is no longer useful. For example, if you want to find a place to eat, you will choose to search in the desktop environment. However, if mobile is used, the user will not choose to search, but will use a dedicated app (I personally think, the reason is that mobile's human-computer interaction method is very different from the desktop environment. Specifically, it is too troublesome to enter the search keyword on mobile, to use an app, you only need to click a series of buttons ). Therefore, in the mobile environment, advertisements are not displayed on the search result page, but on every app.

2. if your advertisement is a banner embedded in an app, then after you click it, the system needs to start the browser to jump to the page where the corresponding link is located, this is very troublesome for mobile users, because you need to close the browser and then return to the previous app (this is even worse on the original iPhone. OS 4 previously only supports single tasks, which means that once you click this advertisement, the system must close your app before opening the browser to present the advertisement, this is a disaster !). Therefore, the advertisement on IAD is no longer just a link. It is a piece of HTML5 code, which is seamlessly embedded in your app. When you click an advertisement, the HTML5 effect is displayed directly, in addition, the entire process is completed in the current app environment and does not need to be switched to other places. It seems that this advertisement is part of the app.

 

In addition to the above two shortcomings, the IAD has also greatly improved its advertising presentation. In this case, we need to explain some advertisement concepts first. Before the Internet, TV ads were the most effective. It has the advantage of wide coverage and can then contain a wide range of content. Today, we can see some creative and impressive TV advertisements every day. Advertisements on the Internet are different. On the one hand, it has a major breakthrough: Internet advertisements can be two-way or interaction, which is impossible in traditional media advertisements. On the other hand, most of the Internet ad interfaces are just one pic or one GIF, which is relatively monotonous.
The idea of jobs is to combine the advantages of both parties. As shown in:

Pay attention to the cross in the figure. This is what IAD wants to achieve. From the perspective of interaction, it is much better than the existing Internet Advertisements. At the same time, in the aspect of emotion, it can achieve the effect of TV advertisements.
All of this is implemented through HTML5. Integrate videos, interactive games, and other content through HTML5. Jobs displays three ad demos in the video, which can be seen to be superior to the existing ones.

In addition, before the release of IAD, there was a popular rumor, saying that IAD would support location-aware advertisements very well. However, jobs does not mention this in the video. In my personal opinion, holes are not a breeze, but they are not necessarily worth mentioning. The IAD background system is likely to do this, but for advertiser and app developer, this work is transparent. Apple doesn't have to expose this feature, and it's just a little bit of money to do it on its own.

The above is my personal opinion. If you want to know the specific content, watch the video directly. Jobs is easy to understand in English. It's not a big obstacle for me to listen completely.
Finally, start one sentence of jobs as the end:
Have you seen any ad like this? Any even close?