How iAd and iPad are driving a real estate business

A Warc conference report from ad:tech San Francisco, discussing Coldwell Banker's marketing strategy around the device.

How iAd and iPad are driving a real estate business

Geoffrey Precourt Warc

On March 11, 2011, Apple introduced its new iPad 2. Four days later, a new iAd mobile-advertising platform followed, and Unilever's Dove Men+Care became the first major national advertiser. But, only three days later, Coldwell Banker became the second advertiser—and the first real-estate company to climb up onto the platform.

And at ad:tech San Francisco in April, Michael Fischer, Coldwell Banker's CMO, was already talking about results. Specifically:

  • A consumer "engagement time" of over a minute for each visit to the app-accessed program.
  • An average...

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