http://adage.com/digital/article?article_id=145292
[기사요약] iAD의 광고는 최소 $50,000 ~ $1,000,000 미디어 예산을 가진 광고주를 대상으로 광고를 판매하고 있습니다. 적게는 $1달러 미디어 예산으로도 광고를 할 수 있는 온라인에 비하면 iAD 광고는 CPM 당 약 $100(Havas' Mr. Kasper)를 호가하고 있는 iAD는 프리미엄한 가격 정책을 가져가고 있습니다. "GQ"의 iPAD 버전을 성공적으로 런칭한 Conde Nast의 경우 쉽게 지나치고 시각적으로 임펙트가 적은 온라인 배너 광고와는 전혀 차원이 다른 광고 지면을 제공하기 때문에 프리미엄 가격 정책은 적절하다고 합니다. 평균적으로 iPAD 잡지 구독자들의 잡지 App 사용 시간은 2시간 이상이며 인쇄잡지의 평균 사용 시간을 넘어선 수치를 제공하고 있다고 합니다. (평균 모바일 App 사용 시간 75분, 웹사이트 15분) 이렇게 검증된 집중도와 전체(Full) 페이지에서 보여지는 시각적 임펙트를 고려하였을 때 프리미엄 CPM 가격은 적절하다는 주장입니다.
대행사와 마케터의 입장은 다소 차이가 있습니다. App의 사용시간은 콘텐츠의 퀄리티가 훌룡하다는 검증 요소가 될 수 있으나 효과적인 광고 매체라는 부분은 아직 검증이 안됬다고 이야기 합니다. 특히 3rd party에서 제공하는 구독자의 engagement 레벨을 수치적으로 제공해야 된다고 합니다. CPM $100은 Hulu.com 보다도 3배 이상의 광고 단가이고 New York Times 웹 배너보다는 10배에 가까운 광고 단가입니다. 적어도 이들 경쟁 광고 상품보다는 수치적으로 광고 효과가 뛰어나다는 점을 Metric을 통해 검증해 달라는 주문입니다.
전반적으로 iPAD 잡지를 통해 현재 게재되고 있는 광고는 test 예산에서 나오고 있다고 합니다. 광고주들의 관심도 적지 않은 상황입니다. 특히 배너 광고와는 다르게 전체 화면에서 화려한 그래팩을 활용해 집중도가 높다는 점에서 높은 광고 단가를 test 예산내에서 허락하고 있다는 점이 광고주의 관심도를 잘 보여주고 있습니다. 하지만 iAD는 광고주의 test 예산이 고갈되기 전에 광고 효과를 검증해야되는 숙제가 있을 것 같습니다.
NEW YORK (AdAge.com) -- As early data on iPad apps trickle in, one thing is clear: It's going to require mountains of metrics for advertisers to pony up for the new platform's ads -- and their high prices.
But early data from Conde Nast will bolster the argument the iPad is worth a premium, as it's delivering on reader attention better than other media channels. The publisher reports users are spending more than two hours on average with its Vanity Fair and GQ apps -- that's double the average hour spent with print magazines. Interaction times are also growing with subsequent issues. Vanity Fair's interaction times jumped more than an hour from June to July; GQ's jump was much more modest at only few minutes, according to metrics firm Flurry. Time spent with iPad apps also beat digital channels: Two hours with an iPad app trumps an average of 15 minutes on websites and 75 minutes on mobile apps per month.
Ad Age White Paper
How much of a game changer will the iPad be? And what do you have to consider before you start to build an app? This white paper answers those questions.
"We have been waiting for any kind of data," said Brenda White, senior VP-publishing activation director at Starcom Worldwide. Still, buyers remain skeptical.
"I want to know if users are spending more time with advertising messages," said Adam Kasper, senior VP-digital innovation for Havas Digital. "People spending more time with apps than magazines is interesting, but it's not something that's going to make me want to shift budgets just yet."
These early iPad ads are largely coming from test budgets, which will disappear if the ads don't prove themselves. To date, metrics have been limited to views and clicks, said Chris Allen, VP-director of video innovations, Starcom USA, which had three clients in the ABC Player app from the get-go, and all have made at least a second-round commitment. For clients to bring iPad out of test phase, he'll need much more measurement.
"So far the results have been strong in terms of traction," Mr. Allen said. "We're meeting audience-delivery estimates, but what we are still lacking is engagement metrics. We definitely need to take it further with third-party tracking."
ABC has sold slots in its iPad app along with a commitment online. And while some reports indicate iPad-app ads cost anywhere from $50,000 to $1 million, ABC has asked for commitments below $100,000, which fits the comfort level for advertisers, according to one buyer's report.
"Premium pricing has been somewhat of a barrier [in addition to] no measurement," said Starcom's Ms. White. "It's too early to put a premium on this distribution point."
Havas' Mr. Kasper estimates $100 cost-per-thousand views on iPad, which he says is three times as much as a video ad on Hulu and 10 times as much as a highly regarded banner on The New York Times website. Although magazine ad rates vary, they run anywhere from $50 to $150, said a different buyer. Yet another says you'd pay CPMs of $100 or more for niche and luxury titles.
"Compared to what client could pay in other digital channels, iPad is expensive," Mr. Kasper said. "I do think there will be an appetite," he added. "But we're going to need some numbers and more scale before the appetite happens."
~ ~ ~
Contributing: Nat Ives and Brian Steinberg
