• The Next Web, Thursday, July 8, 2010 1:54 PM

Likely to inspire more confidence in the nascent business of mobile advertising, one app developer is reporting strong initial returns from Apple's new mobile ad network, iAD. After racking up 9,300 impressions -- at a very attractive eCPM of $147.55 -- the utility app developer raked in about $1,372. "Compare these to the earnings from a random Android app with Ad-Mob integration and the figures should speak for themselves," writes The Next Web, citing an Ad-Mob earnings reports that lists eCPMs between $0.46 and $0.75.

"Click Through Rates are around five times higher and iAd's eCPM (Effective cost-per-thousand impressions) -- which is calculated by dividing total earnings by total number of impressions in thousands -- is off the charts in comparison to one developers Ad-Mob's results above." That said, the Next Web admits that iAds are still a "novelty and something people are likely to click through to see if they haven't already." According to Apple CEO Steve Jobs, iAd sales are already at $60 million, while developers are expected to earn 60% of all iAd revenues.

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