Apple Loosens iAd Grip With Producer
ADOTAS – There was much fuss when the Apple CEO Steve Jobs unveiled the iAd — mobile ads as apps within mobile apps was a pretty revolutionary concept. Big advertisers anted up at least $1 million to get in on the ground floor. However, only two of the 18 launch partners were able to release their ads when iAds went live on July 1. Thanks to Apple’s control-freak nature, agencies had to Apple massage the creative, a process that sometimes took six weeks.
In addition, several mobile ad technology firms built cheaper versions of the iAd that were available across mobile platforms — and they didn’t completely alienate the agencies.
But iAd can’t be called the big bomb of 2010, especially as researcher IDC estimates Apple will finish the year with 21% share of the mobile ad market. Also, it seems that — you’ll never believe this — Apple is loosening it’s control grip with the iAd Producer, which is free to paid members of the iOS Developer Program.
Through HTML5, CSS3, and JavaScript, designers can build ads layer by layer while employing templates, animations and stock buttons. In addition, the Mac app searches for errors and optimizes the ad before submission. Previously developers had to build the ads using just API, and then wait for Apple to tinker with them.
As the iPhone continues to dominate the U.S. smartphone market and iOS products are making their way onto other wireless networks such as Verizon. However, the iAd fill rate is extremely low as ad inventory is tiny. The iAd Producer seems to make the process more bearable, but the barriers to entry, such as the $1 million price floor and being a single-platform solution, are still going to keep many advertisers on the sidelines.
Boris Fridman, CEO of Crisp Media, seems to agree: “While creative agencies will benefit from reclaiming their long-established role of being creative, the media buying agencies will continue to deal with fragmentation that is only addressed by players… who offer a truly cross-platform way of building, managing, and measuring integrated campaigns.”
Also, will Apple still be the bane of agencies’ mobile campaigns by being so nit-picky following submission?
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