This is a good post by John Gruber, of Daring Fireball, on the shots Jobs fired across Google’s bow with the iPhone OS 4.0 announcements Thursday.
His main point about iAds I agree with. On mobile devices, people are using apps, not search. The browser is, for the most part, too slow and clunky to peck around on. Once you go apps, you never go back to the browser and search…if there’s an app alternative.
iAds will allow creatives, agencies and developers to create very media rich ad experiences within the app. You don’t have to click on a banner for an ad in the app then have the browsers launch (like AdMob and other’s do now). You click on the ad and it launches in a layer over the existing app you’re in. And, the ad you get is full of richness and experience. It will be better than TV advertising in that it’s interactive. It will be better than interactive, in that it can incorporate a lot of rich media and use location, gaming and more.
To me, this is a very rich opportunity for building a new kind of agency of the future. When you think about it, if you could deliver the emotional and artistic impact of a very well made TV ad along with all the richness of interactivity, geolocation and instant purchase, that’s a powerful combination.
He who has ears to hear, let him hear!