When Apple introduced its iAd platform back in April, it promised to raise the bar for rich media mobile display advertising. To show off the platform’s capabilities, Apple demonstrated an ad for Disney’s “Toy Story 3,” complete with games, video and in-ad purchasing. So with iAd now poised to finally reach the iPad, it seems fitting that Apple would once again turn to Disney to debut the larger-format ads on its larger-format device.
Because iAd won’t officially roll out for the iPad until early next year, Disney’s “Tron Legacy” iAd has the limelight all to itself, just in time for its blockbuster release on Dec. 17.
The ad itself, activated from a typical iAd banner, is visually stunning. Like its “Toy Story 3? predecessor, it comes complete with trailers, a theater locator and character profiles as well as a helpful explanation of the film’s convoluted plot (helpful for those who cannot remember back to or did not see the original “Tron” of 1982). The ad also enables viewers to purchase the movie’s soundtrack from iTunes without leaving the ad.
It’s a tour de force, and although by no means the first interactive rich media ad for the iPad, it is nonetheless an impressive harbinger of what is to come in terms of tablet advertising. Moreover, the “Tron Legacy” iAd is very much in line with a trend I noted in a previous post, which is, the combined effect of bigger screens and richer, more engaging ads, including video, is slowly changing consumer attitudes toward advertising on mobile devices.
Nielsen’s research among connected device owners suggests that iPad owners are more receptive to ads than other mobile device owners, particularly when the ads contain video and other interactive features. These findings square with the general purpose of the device. After all, the iPad shines when it comes to video and multi-media consumption.
But even if mobile device users are becoming more receptive to advertising, how much time they are willing to devote to viewing ads is still an open question, especially when much of the more useful content, such as trailers and showtimes, are readily accessible through other means. To the extent that brands that have built iAds have been willing to comment on the record, they have indicated satisfaction with metrics such as dwell times and interaction rates.
Apple has made no secret of the fact that it expects mobile users to reach content such as movie trailers through applications, including in-app advertising, rather than search engines, so it may be a question of finding the right balance between the richness and layers of the ads and the amount of time marketers demand from their target audience. At the very least, if some early reviews are to be believed, the “Tron Legacy” iAd might very well be more entertaining than the film itself.
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