Branded iPhone apps a work in progress
In a world that revolves around technology being at your fingertips, advertisers are finding that using iPhone apps to promote brands is more difficult and less effective that originally thought. This was confirmed by a study for AdAge by Porter Novelli and partner Crimson Hexigon which examined several branded apps and the resulting online chatter.
The study looked at apps released for Dunkin' Donuts, Pizza Hut, Whole Foods, and Barnes & Noble. The apps range in complexity and utility, but created little impact among them. Crimson Hexigon believes that a large part of this ineffectiveness is due to the growing ocean of available iPhone apps. The clutter within the world of apps makes it more unlikely for consumers to even come across these interactive promotions.
Parting the sea of apps is no easy task. There are roughly 255 branded apps on the market today. This, to advertisers' dismay, is insignificant compared to the 100,000 total apps on the market today. In addition, consumers are likely to assume branded apps aren't relevant to them and dismiss them completely.
More refining will undoubtedly be done in perfecting the art of the branded app.
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