Wednesday, 10 September 2014

Marketers already are coming up with ways
to use Apple’s large-screen phones and
small-screen watches, which were
unveiled today in San Francisco yesterday. Apple’s
annual device launch featured the new
iPhone 6 and iPhone 6 Plus, both larger than any
Apple phone before them, and the long anticipated
Apple Watch.
The devices represent new opportunities for brands
and their agencies to develop campaigns. On the
new iPhone 6 models, there is a promise of larger
ad formats and richer video. The watch is sparking
creative ways for brands to interject themselves into
the small screen without being intrusive, marketing
experts said.
The new iPhones, the thinnest and most powerful
yet, will hit stores Sept. 19 and start at $200 for the
iPhone 6 and $300 for the Plus model. The watch
will cost $350 and is expected in stores next year.
“We’re excited to expand beyond the phone to
larger ad formats on larger screens as well as
wrists,” said Jeff Malmad, Mindshare’s mobile
director in North America.
Mindshare already has a new division called
LifePlus, which launched this summer, dedicated to
working with brands to develop consumer
experiences on wearable devices. “It’s all about how
we can tell better stories with additive experiences,”
Malmad said.
Along with the devices, Apple highlighted a number
of services and features that will impact marketers.
Larger Phones
It might seem like a simple adjustment, but Apple
has been slow to answer the demand for devices
with bigger screens. Many consumers prefer the big
screen for browsing the Web, watching videos and
playing games. Marketers said the larger screens
are a better fit for digital video advertising, which
is an increasingly important segment. Also, social
media is better when it’s bigger, according to some.
The announcement of Apple’s iPhone 6 and iPhone
6 Plus “means significantly bigger screens for
iPhone enthusiasts and, as a result, potentially a
significant increase of mobile social media
engagement—particularly via Vine and Instagram’s
visual photo-video platforms,” according to Eric
Dahan, CEO of He said brands
could direct more dollars to campaigns on those
video-sharing apps.
Apple’s Watch Enters the Wearable Market
Many people say Apple’s entrance into the wearable
market gives legitimacy to the whole endeavor
pioneered by Samsung, Motorola and Sony, whose
smartwatches were met with limited success.
“The watch is another screen where we anticipate a
number of opportunities,” Malmad said. “How can
we tell better stories with additive experiences
there as opposed to intrusive disruptions?”
Fitness and health conscious consumers are the
first segment many brands are thinking of serving
with the device. Much of its capabilities include
tracking one’s movement throughout the
day. Mindshare partnered with Map My Fitness to
understand health data and “how to utilize
wearables to improve everyday life,” Malmad said.
Enhanced Notifications
The next mobile software from Apple, iOS 8, has an
upgraded notifications system, where apps can alert
users of new content and the like. The notifications
will be richer and more dynamic, and give users the
ability to take some action like retweeting right
Ben Rubenstein, president of Possible Mobile, says
enhanced notifications are a blessing and a curse,
especially when they sync with the iWatch.
Developers and brands risk interrupting users.
“With notification messaging instantly available on a
user’s wrist, marketers need to take that into
account,” Rubenstein said. “Now that it’s on the
watch, they will see it way more often.”
Apple Pay
Apple has finally launched its new phone with NFC
—the ability to wirelessly connect to other systems
that have the same chip. This will open up mobile
payments through the new Apple Pay service,
which will store credit card information and allow
consumer’s to pay with the swipe of their phones.
Already retailers are set up for the capability.
Notably, Starbucks and Walgreens were mentioned
at today’s event.
Eye on iAds
While Apple doesn’t often mention its iAds mobile
ad business, advertisers expect that it will
eventually support iWatch marketing, expanding
the ability to serve ads across platforms from
iPhones to iPads to iTV to iTunes Radio and now the
iWatch. Malmad also expects Apple’s iAds to start
accommodating larger screens on the iPhones,
allowing for those richer video and display ads.
“The bigger screens are a more powerful way for
brands to tell stories,” he said.

credit: garett sloane

edited & posted by:@djshyluckjimmy

Leave a Reply

Your email address will not be published. Required fields are marked *