iAds Now Offers In-Application App Downloads, Helps Curb Low Fill Rates

Apple has introduced a new feature for iAds that allow ad-units to display App Store apps that users can purchase directly from the ad, without having to go to the App Store first. Apple is looking to curb the problem of so-called “app obscurity” by...

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iAds Now Offers In-Application App Downloads, Helps Curb Low Fill RatesApple has introduced a new feature for iAds that allow ad-units to display App Store apps that users can purchase directly from the ad, without having to go to the App Store first.

Apple is looking to curb the problem of so-called “app obscurity” by first introducing a means for developers to promote their apps via iAds, and now with the option to purchase/download apps directly from the ad-units themselves.  It’s a simple addition, yet powerful for developers and Apple itself.

As an added bonus, developers can use the money/credit they earn in iAds to promote their apps using the new feature.  It also helps Apple increase fill rates, which are rumored to be much lower than anyone initially anticipated.  iAds has only been around since early July, but Apple has already added unique functionality.  It’s interesting that everything they’ve done so far has been centered on developers and the promotion of their apps — it signals to me that Apple is definitely wanting to help developers earn money from apps that get lost in the mix as the App Store balloons in terms of sheer quantity.

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4 comments

  1. Judson Voss

    ibam with Adam on this. Really look at what your return will be. Don’t forget that first of all you are essentially paying a high cpc for what is remnant ad space. Right? You are just filling in the left over. Then you need to look at the actual coverage you are getting, which is really low today because most developers are not putting these ads in their append rotation today.

    I think developers are much better served putting money in good press release coverage and some old fashioned handshaking with review sites. And that comes from a developer not PR consultant 🙂

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  3. Personal Finance Pro

    This is really cool information. It reminds me of google Adsense in a way. I will look more into it because I really love Apple products. Thanks for the post.

  4. Adamg

    Unfortunately, they're a pain for advertisers to use. They're a flat rate CPC, which averages triple the cost of other providers (even old Quattro ads); they need non-standard banners, so you have to build new creative assets; and downloads tracked are based on iTunes, whereas other networks consider a download someone who actually opens your app.

    The sad part is, that many will still blindly spend because of the buzz around the product, instead of the calculated return.

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