Right since the launch of iPhone one of the only launch that failed to take off miserably is Apple’s native ad platform, iAd. Unlike most competitor offerings like AdMob and InMobi, Apple’s iAd is specific only to iOS whereas other ad platforms operate across platforms like iOS, Android and more which might be one of the reasons why iAd failed to take of. To revamp its operations on iAd Apple appointed Paul Wright, Omnicom Media Group’s Chief Digital Officer who has immense prior experience in digital media marketing at Omnicom, OMD Group, BskyB and others according to The Drum. Wright will be handling expansion of iAd platform in various countries located across Europe, Middle East and Africa.
Apple’s main advantage over general ad platforms is that iAd offers rich and interactive ads that will engage its users rather they shying them away from ads. The big debut of iAd happened in 2010 with Apple roping in many campaigns from reputed brands for a set minimum amount of $1 million each. But the company could not attract many advertisers due to its high expectations in price, realising this issue Apple soon reduced the minimum price to $500,000 and then to $300,000 and now to a mere $100,000. Apart from that Apple in pushing in more friendly benefits to developers as well by increasing the developer revenue share to 70% from previous 60%.
Apple’s obsessive control over app store and iAd is driving advertisers away from the platform steadily but with Apple relaxing its rules slowly we might expect Apple to attract more advertisers and extend their ads to its premium range of customers.