The iAd is running in several applications including The New York Times iPhone app. Macy’s is incorporating its Believe campaign within the iAd.

“A consumer that utilizes the iAd, the lookbook and the its Believe initiative has a perfect holiday mobile ad experience,” said Marci Troutman, CEO of Siteminis, Atlanta. “Its interactive, holiday friendly, and with the ability to buy an item from the lookbook, or find a location to go into the store to buy.

“This type of ad campaign can complete the cycle a retailer desires from consumer acquisition to consumer conversion in one definable, short time period,” she said.

Ms. Troutman is not affiliated with Macy’s. She commented based on her expertise on the subject.

Macy’s did not respond to press inquiries.

Holiday campaign
When consumers tap on the mobile ad, a full page pops up that reads “Believe. This holiday, discover everything you need to stay warm and look stylish all season long at Macy’s.”

Then, consumers are able to watch a video of the Macy’s 2011 Believe campaign.

Additionally, consumers can shop the look book – either for him or for her.

Consumers can shop via the iAd

The iAd also lets consumers find the nearest Macy’s location to browse the products in person.

Running a mobile ad campaign such as this is an effective way to drive sales this holiday season.

Consumers are always on their mobile device and when they are served an ad that is engaging, they are more inclined to tap on it.

“Depending on the conversion rate, this method of advertising could be an incredibly cost effective return on investment – this appears to be a win win for a holiday ad and one of the best I’ve seen this season,” Ms. Troutman said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York