ENERGY MANAGEMENT SYSTEMS

Consumer Trends in Energy Management Systems

Executive summary

Iphone advertising is one of the most exciting new frontiers in interactive advertising in the United States. As the internet is reinvented on iphone devices smaller, more personal and personalized, ubiquitously accessible — established forms of interactive advertising will also evolve as they migrate from PCs to iphone devices. This study offers a guide to this emerging platform in the United States. It was compiled by the author with input from the Interactive Advertising Bureau Iphone Advertising Committee, a group including more than 100 agencies, advertisers, and media companies committed to making iphone a more efficient and effective platform.

Consumer Trends in Energy Management Systems

INTRODUCTION

Iphone advertising opportunities span a broad range from search to messaging to in-game placements. This first report will focus on iphone display advertising, examining this dynamic market as it stands during the summer of 2008. It illustrates iphone advertising considerations and outlines advertising opportunities on iphone devices, from the perspective of established interactive advertising on the web.



THE U.S.IPHONE MARKET OVERVIEW

According to CTIA:

The Wireless Association there was approximately 255.4 million American wireless subscribers — a penetration rate of 84 percent — at the end of 2007. Wirelessly connected iphone communication devices (which include data-only devices like older BlackBerries along with iphone phones) constitute an increasingly important means by which consumers stay in touch and informed. This report examines U.S. iphone advertising opportunities, with a particular focus on the iphone display ecosystem. It provides a state-of-the-market view as of the summer of 2008, discussing trends and opportunities as they exist today.

By virtue of their ubiquity, utility, and portability, these iphone communication devices have achieved what Jupiter Research refers to as "invisible" status for many consumers; they are carried continuously and unconsciously. Conversely, devices like Motorola's RAZR and Apple's iPhone demonstrate how these communications tools also have come to take on a role as fashion accessories that convey hipness or status. The ability of a iphone device to provide instant gratification — whether communication, information, or entertainment — whenever and (more importantly) wherever a consumer happens to be empowers' both advertisers and consumers, and creates a strong likelihood that iphone communication devices will become the next great advertising medium.

ON-DEVICE IPHONE DISPLAY ADVERTISING

On-device display advertisements take forms that have immediate analogs on the PC-based internet and include formats such as:

text advertisements (either static or clickable)

graphical banners (either static or clickable)

graphical banners with associated text links

video preroll

traditional TV commercials at standard lengths.

OFF-DEVICE IPHONE DISPLAY ADVERTISING

In addition to delivering display advertising on the device itself, iphone interactivity is uniquely able to activate traditional offline advertising (e.g., outdoor, live event, television, etc.), or even PC-based advertisements, with an interactive, measurable call-to-action via SMS, multimedia messaging service (MMS), and/or wireless application protocol (WAP) push.

According to comScore M: Metrics, as of November, 2007, almost nine million people reported responding to an advertisement in a traditional medium (e.g., print or outdoor) by sending a text message, and over one million actually responded or purchased based on that ...