updated 11:25 pm EST, Thu November 11, 2010
Apple's rivals helped by iAd efforts
Apple's iAd efforts may be helping the company's rivals in the mobile advertising arena, according to a Wall Street Journal report. Executives from competing companies suggest Apple's entry to the mobile advertising realm has resulted in an overall boost for the entire market, as many marketers began to increase spending across a broader range of channels.
Carnet Williams, CEO of advertising company Sprout, claims to have experienced a four-fold increase in calls from publishers since Apple first announced the iAd initiative. The executive suggests that Apple has managed to bring "sexiness" to mobile ads.
Recent rumors have ignited speculation that some clients have expressed interest in Apple's advertising platform, only to be pushed away by Apple's creative controls or the high entry price. Advertisers have cited slower-than-expected rollout and content rejections as several problems they have encountered, while the minimum commitment currently sits at $1 million. Some companies have found other mobile ad platforms to be faster, more flexible, and cheaper to try out.
Apple is expected to continue to improve its service, as several advertisers are already noticing more flexibility and shorter times getting ads onto the market. The company also appears to be making a big push into other markets, with a new office in Manhattan and a long list of ad executives hired in other US cities or international locations.