Apple To Create Its Own AdWords Like Ad Product For App Store
Apple has always been known for its creativity and innovative capabilities. Creative advertising, and out-of-the-box promotions can be very well taken in the same breath as the name Apple Inc. For example, you may consider the hugely popular and iconic Super Bowl ad of 1984, or the elegant and classy “Think Different” campaign. Taking you further up the chronological map, you can even consider the exciting and innovative iPod ads during the early 2000’s. This time it’s the AdWords for App Store. Yes, Apple is considering a new ad product for App Store.
Apple has always been innovative when it comes to advertising. And all the path breaking ads mentioned above had been created by the ad agency TBWA. However, after almost sacking TBWA, it seems that Apple now wants to follow Google’s footsteps, however astonishing that might seem! Reports by Bloomberg hint that Apple is on its way to build a paid search-styled ad product for App Store.
In the report, Bloomberg states that Apple “has built a key group to discover modifications towards the AppStore, including a brand new technique for getting builders to possess their applications more conspicuously displayed.” If Bloomberg reports are to be believed, then Apple has already constructed a secret specialized team in order to explore the changes that are made to the AppStore. It also states that the secret team comprises of about a hundred employees who are working on this new ad product for App Store. Out of this hundred, a few are from the iAd unit of Apple, which has undergone a substantial scale-down over the last one year or so.
This step, however, could prove to be backfiring as far as ads are concerned. If reports and data collected by Ace Metrix are anything to go by, then Apple’s own individual ads don’t seem as exciting, interesting and engaging as the ads that were created by TBWA.
If we rewind a little bit and look back upon the campaigns from the previous months, two of the Apple ads that grossed the highest amount of Ace scores were created by TBWA. The one that came first with the highest Ace score rating was the iPhone spot “Powerful” that had also featured a cover of the Pixie’s popular song “Gigantic.” The heart warming holiday ad “Misunderstood” came right behind at the second place. The ad product for App store will hopefully match the standards of all its products.
TBWA’s expertise and innovative approach showed all the amazing things that an iPhone can do, from measuring the heart rate to be a filmmaker by filming your own movie! Following these two, the one that comes right behind is Apple’s own recently created in-house ad named “Strength.”
The tune of the ad, set to the “Chicken Fat” song, was originally used by John F. Kennedy for his PFP or the Presidential Fitness Program. The ad shows off some of the cool iPhone features such as tracking your run-distance and monitoring the perfect push up. However, this in-house ad still lacks the punch that was created by TBWA, and it isn’t as inspiring as well.
Going by the Ace Metrix scores and data, one of the in-house Apple ads did gain a relatively high margin of viewership, though this may be termed as a lone reason to smile for the Apple authorities. The recent spots from the Verse campaign, among the majority of in-house Apple ads haven’t had much of an impact on viewership and have polled less fairly, as stated by Bloomberg. This has made it quite clear that something is really not correct with these new in-house ad product for App Store.
According to advertising consultant Rob Siltanen, having their own people to put up creative content is certainly a bad idea for a company, even more so for a brand like Apple. And just for the sake of information, Rob Siltanen was the one who wrote the copy for Apple’s ad “Here’s To The Crazy Ones.”
App discovery poses quite a great challenge in front of a marketer. If Apple, by all means, sets up a good search-style product for its users, it could very well prove to be a lucrative and exciting platform for Apple. When App Store first went live in 2008, it made available only 552 apps. Today that count has crossed the 1.5 million mark. That being said, only time will tell if Apple really wants to create an ad product for App Store, or is it only after making a few extra dollars.