Apple Scores 100th iAd Client

Despite a less-than-stellar start, Apple's 100th iAd campaign is being celebrated. The lucky advertiser is Coldwell Banker, according to news first reported by The Loop. Announced in mid-2010, iAds are Apple’s answer to mobile advertising. However, with an initial price tag of $1 million per campaign, the iAd program was a tough sell. According to Cult of Mac, most developers and advertisers bulked at Apple’s strict design requirements and huge buy-in rate. And yet, Apple continued on. By late 2010, the minimum ad rate was cut in half to $500,000. In March, real estate broker Coldwell Banker signed up as the program’s 100th customer. According to Michael Fisher, chief market officer for Coldwell Banker Real Estate:

“We know that mobile marketing is critical to the future of our consumer engagement. 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.”

Since the campaign began, Coldwell Banker is experiencing an average of 11 pages viewed per visit and has seen its conversion rates four times higher than online display and search ads. The iAd program is now live in seven countries, including the U.S., Canada, France, Germany, Italy, Spain, and the U.K.

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