600 million iOS devices to date, there are about 575 million iTunes accounts out in the world, and there are 900,000 apps  currently available from the App Store in which these ads can appear. According to Apple, 82% of the time spent on iOS devices is spent in apps , which gives marketers ample opportunity to reach their targeted users with these ads. Engagement and Entertainment: Generally, marketers have an easy enough time creating and placing an advertisement. The true feat is determining how to engage a potential customer with said advertisement. Apple’s iAds isn’t just trying to solve that challenge with better targeting; they are prioritizing customer engagement and visually enticing elements. iAds place entertainment value at a high premium for their ads. These are ads you would want to tap into, not only because you are interested in the advertised product, but also because you might actually enjoy the ad experience. What this means is that the ads will be highly immersive and visually engaging – they might even consist of a game or task to complete. This interactivity is similar to the occasional Google doodle that provides searchers with an interactive experience on their homepage, sometimes in the form of a game. Users don’t click on the Google Doodle because it will take them to their search destination , but because the interactivity is novel and entertaining. iAds hope to synthesize a user’s interest in the advertised product with a simultaneous interest in being entertained. Once users tap into the iAd, they are presented with a number of options pertinent to the advertiser’s business goals: if the advertisers’ conversion goal is inbound calls, they can include a click-to-call feature; if the advertisers’ conversion goal is music downloads, they can prompt the user to download a song without ever leaving the app. Other actionable options include viewing a webpage, watching a video, downloading shows, movies or ringtones, finding a location, sending an email, tweeting a message, or saving a reminder. And because iAds are exclusively viewed on iOS devices, these interactive elements are highly streamlined within the device. The exclusivity within Apple products and the emphasis on imaginative design and engagement make iAds an intriguing platform to watch out for in the future. What do you think of an Apple-only ad platform? As mobile connectivity continues to grow, is it well positioned to take a bigger slice of the display media pie?