Ads are all around us. Whether we are browsing our favorite site on our computer at home or playing Words With Friends (a popular Scrabble-like word game) on our iPhones, we are bombarded with offers and specials. Now I don’t know about you but when such an opportunity arises while using  iPhones we promptly refrain from clicking any such nonsense since it will only interfere with what we are doing. This is the problem for marketers that iAd seeks to address.

The latest OS software for iPhones will change the game with its ability to not only open an ad within an app but also pause the app so that nothing is lost. Once an ad is clicked, iAd takes over and a new kind of advertising experience that aims to be less of an annoyance and more of an interactive, fun experience begins.

The next question is: What is the best way to measure the user response to these ads? Direct response? Or Branding? (Also see: To Click or Not to Click? That is the Debate) The people at iAd believe that both and neither are necessary to properly gauge the impact of a particular ad. They believe dwell time is what marketing analysts should be looking at, and with iPhone’s powerful new OS, iAd can accomplish both.

This is a HUGE game changer for all of us in the digital media industry and we at Squeaky are excited to see how this will revolutionize mobile marketing over the next few years.