Sonos Places Huge Bet On Apple’s iAd, Dedicates Large Portion Of Marketing Spend

While some advertisers are bailing on Apple’s iAd platform in search of cheaper and less troublesome alternatives, Sonos — a maker of high-end, Internet-connected speaker systems — has dedicated a large percentage of its marketing spend to a new iAd touting its “S5” speaker system. What’s interesting is that with Apple’s notorious $1 million minimum …   Read More

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While some advertisers are bailing on Apple’s iAd platform in search of cheaper and less troublesome alternatives, Sonos — a maker of high-end, Internet-connected speaker systems — has dedicated a large percentage of its marketing spend to a new iAd touting its “S5” speaker system.

What’s interesting is that with Apple’s notorious $1 million minimum buy, it’s easy to see why big-name early-adopters like Nissan, Unilever and AT&T were able to take the risk.  With Sonos, a much smaller privately-held enterprise, spending a minimum of $1 million on one ad on one platform is taking a sizable risk.  Sonos wouldn’t specify how much it’s spending on iAds, but a rep said it’s a “major % of marketing spend for us.”

The products Sonos sells are highly targeted to iOS users, so the company likely turned to iAds to reach its target audience in the largest way possible.  Still, it’s a big bet to make for a relatively small company.  The iAd that’s been created is actually pretty impressive, but only time will tell if they see a return on this massive investment.  Here’s a video of the iAd in action…

[youtube]http://www.youtube.com/watch?v=7s4CZ7k9QHI[/youtube]

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5 comments

  1. Conquer Marketing » Blog Archive » Agency Behind Sonos iAd Contradicts Negative Press Surrounding Apple’s Involvement

    […] a company blog post today, the agency behind the impressive Sonos iAd debunked the notion that Apple’s involvement in the creative process was troublesome.  That […]

  2. @sequenceSF

    Glad you liked the iAd. We're the design agency (Sequence) that created it for Sonos. As one of the pioneers designing on the iAd platform, we learned a lot about what works and what doesn't. Designing iAds is definitely a unique challenge — sort of a hybrid between a website, an online ad and an app. We wrote more about the process on our blog in case anyone is interested: http://bit.ly/bKjAM0

    Cheers, Sequence

    1. JustinMMW

      Thanks for the comment, and kudos on the killer iAd. Just read your post on the process and will definitely be covering — interesting stuff!

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