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Apple’s iAd Mobile Advertising Network getting new Partnerships
It was in 2012 when Apple launched its mobile advertising platform called iAd, and in the last week of November 2014 the company announced their partnership with leading ad tech companies such as AdRoll, Accordant Media, Adeplphic, GET IT Mobile, Ruicon, MediaMath and Tapsense. According to Apple, this tie-up is considered as a huge step for their newly rolled out ad mobile ad network and it will become a much bigger player in the global mobile advertising industry in the near future.
Many of the ad tech firms partnered with Apple consider the tie-up highly beneficial as they will be able to automate ad purchases as well as reporting across more than 250,000 iOS apps. Since its initial launch two years ago, iAd mobile network failed to capture significant market share with a goal targeted at attracting top brands with big budgets.
The reputed market search firm EMarketer predicts that Apple’s ad network will account for just 3.3% of the US mobile advertising market this year, but currently the major chunk is held by Google Ads network (nearly 50%) followed by Facebook which holds just over 15% of the mobile ad market. Apple is now following the same path of Google and Facebook by moving to programmatic buying so that the company can earn mobile ad revenue just like its competitors.
Better Ad Targeting
Apple is implementing programmatic buying on its iAd mobile ad network as it offers scale and access to user data which is for better ad targeting. Google, Facebook and Twitter use programmatic buying thereby offering unique data sets to advertisers. As you know, Apple now possesses tons of tons user data from its iTunes and App Store. According to advertising experts, Apple knows what types of apps and in-app content users engage the most. With the help of its ad tech partners, Apple can able to harness that data and combine it with data from ad tech firms which in turn become a powerful combination for app marketers and advertisers in particular.
Utilizing Apple Pay
As you know, Apple introduced its mobile payment platform called Apple Pay last month and many advertising experts see Apple’s mobile payment network playing a significant role and closing the loop for marketers on the iAd platform. The advertising industry is looking forward to see what types of attribution and analytics, retailers that use Apple Pay will get access to as the payment evolves. Also, industry experts note the rollout of Apple Pay will bring wider customer and retail awareness about the capabilities of mobile payment and internet search giant Google is now capitalizing on this strategy by using Google Wallet. They predict mobile commerce will be at a modulation point, adding that these developments are going to benefit from the advertising industry as a whole.
Opening up its Mobile Ad Platform for Everyone
When Apple introduced iAd, the company put forward initial budget, specifications for advertisers which it now recognizes as a strategic mistake. According to experts, Apple initially should have focused on developers who were going to build out this environment and their interest in monetizing their apps, gaining and engaging target users. These kinds of tactics need direct response and programmatic buying capabilities to drive app installs at scale. The launch of programmatic buying on iAd network signifies the potential for another huge market for app developers to acquire and engage customers.
On April 2014, Apple opened up iAd network to anyone with an Apple ID. Apple’s move to partner with advertising firms instead of facilitating programmatic through its own channels reproduce a new approach for Apple as well. Many of the partnering ad tech firms consider Apple’s strategy to unlock the user data sets as direct competition with Google and Facebook. Also, these ad tech companies can bring in their own data which is combined with Apple’s consumer data sets which help advertisers to get their ad targeting goals fulfilled.
With the popularity of mobile devices, businesses and marketers alike are turning towards mobile marketing to reap the benefits. And Apple joining in the mobile adverting bandwagon, advertisers is going to see a lot more of capabilities coming in the near future.
