Each new release of Apple’s new iOS creates interest across the mobile advertising world, and the latest, iOS 6, has some particularly attractive features for mobile advertising.
Yesterday we looked at IFA, which is Apple’s replacement for User Device Identification, or UDID. In brief: when Apple announced it would be phasing out UDID, developers panicked. Our take on it was that there was no need to panic, and we said so at the time. We were right: IFA is already part of the new operating system, and whereas we’ll have to live with both solutions for a while, there is an industry standard in sight (or, at least, an Apple standard solution). Either way, it’s a smarter way of creating ID that benefits advertisers and users alike.
Today, we look at the smarter advertising formats, one of which is called, amazingly enough, Smart App Banners…
iAd includes MPU
MPU stands for Mid Page Unit, and it’s a key part of the advertiser’s toolkit. It’s large enough to enable great creatives, including interactivity, and it can sit very neatly alongside editorial content.
iAd (Apple’s built-in ad SDK) now supports the MPU size (300×250 pixels). This should encourage more developers to use this size, eventually creating more supply beyond just iAd as these developers look to fill their inventory from other providers.
iOS 6 introduces Smart App Banners
Have you ever visited a mobile site on your smartphone and it’s told you there’s also an available app? It can be incredibly useful. If you prefer apps to mobile sites, perhaps because you can’t get online all the time, or maybe because you just prefer your processing done on-phone rather than in-cloud, then you’re given that choice, exactly when and where you’d want to know about it.
But, as with so many mobile technologies, there’s been no consistent implementation of this feature. Until iOS 6.
This is now built into iOS 6, and it’s called Smart App Banners. Whenever you visit a site that has an app registered with the Apple Store, iOS 6 will show an interactive banner. Web developers still need to add some code to make this work, but already iDownLoad blog has spotted Smart App Banners at the online Apple Store.
This is great for developers because they can promote their apps, great for users who get choice (again), and great for Apple who can direct people to their own apps (and poke Google in the eye in the process).
However, what’s smarter about Smart App Banners is that, if you already have the app, they can deep link to specific app content from mobile. So, if you’re watching a video on a mobile site and the Smart App Banner appears, when you click that banner it will take you to the equivalent content on the app. That is, it doesn’t just open the app: it links directly to the content on that app. That’s smart. Cocoanetics has been on the Smart App Banners case for a while, so take a look at their post for their take on it, complete with (yikes) code.
There’s not yet a way to detect whether an app is installed from Safari, so from an advertiser’s perspective, this feature has limited value. But it’s another example of how our fragmented mobile universe is slowly assembling itself into something coherent that works for everyone.
Tomorrow, we’ll look at a third smarter component of iOS 6 for mobile advertising: smarter privacy controls.