Can Apple’s Roster Change Strengthen This Weak Unit?
In 2010, Apple launched iAd in an attempt to capture a portion of the large sums that mobile advertising had begun to generate. It prepared the platform for high-budget advertising campaigns that would run within third-party apps without taking users out of those apps, but it didn’t quite catch on.
While the iAd initially required $1 million from advertisers to run ads, that amount has dropped down consistently and now sits at a $100,000 minimum. This suggests that Apple has had to work hard to draw in advertisers, and that the program wasn’t as successful as Apple has initially hoped. In a further effort to popularize the platform, the company even increased the share of revenues that developers received.
Now, a report suggests that Apple will be getting a new leader for its Europe, Middle East, and Africa iAd team. The new leader, Paul Wright, has served as chief digital officer at Omnicom Media Group (NYSE:OMC) and OMD Group UK, held a senior role at BskyB, and was on the Advisory Board for Mobile Interactive Group. So, his experience is well-established.
While he may be able to help the company improve its advertising platform and find ways to draw in more clients, the company will still face competitive issues, as it has many rivals in this arena. AdMob, InMobi, and Advertising.com are all part of mobile advertising platforms that span multiple operating systems, which could give Apple a hard time because iAds is limited to only iOS devices.
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