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...