On Wednesday, Apple officially unveiled iPhone 7 and iPhone 7 Plus, which the Cupertino, California-based tech behemoth calls “the best, most advanced iPhone ever.”
But beyond the cutting edge and unique innovations introduced by the new device, what opportunities do the iPhone 7 engender for advertisers? Plenty, according to one respected mobile advertising industry executive we spoke with exclusively following Apple’s media event.
According to Doug Manson, Senior Creative Director at Opera Mediaworks, keep your eye on the iPhone 7 Plus Camera, which enables a new generation of “pro-am” photographers.
“The introduction of the iPhone’s new camera took up a lot of stage time, and rightly so,” Manson tells MAW. “The 6-element lens with f/1.8 aperture and Quad-LED True Tone flash is impressive, and what’s more impressive is the ‘brain’ behind the camera, which reads the scene, sets the exposure, among other tasks, essentially processing 100 billion operations in 25 milliseconds – like a supercomputer for photos.”
“And, the dual lens camera on the 7 Plus allows for wide angle, telephoto and the ‘bokeh’ (or portrait) effect which provides a 3D feel. Given this level of detail and power, the many amateur photographers can now achieve the kinds of effects previously only attainable from high-level and expensive equipment,” he says. “What Apple spent less attention on was the front-facing “selfie” camera. It’s now 7-megapixels, which puts it on par with other selfie-winners like the latest Sony Xperia and Samsung Galaxy models.”
So what does this have to do with advertisers and advertising?
“As more mobile phone users get access to high-resolution camera features, we’re going to see a flood of high quality images that are all user-generated,” Manson says. “Advertisers should take advantage of this by incorporating more of these into their campaigns. When a consumer uses their own photograph within an ad experience, it makes it not only more personalized, but they are more likely to share it with their social networks, which amplifies the overall effect of the ad.”
All told, it won’t be long before we see the impact of the new devices on the ad world. Apple says its new iPhone 7 and iPhone 7 Plus will launch in more than two dozen countries on Friday, September 16th.