My Comments on the below:
In addition to Greystripe, Crisp Wireless and Medialets you can include YOC Group (who I work for), 4th Screen, AdMob, Millenial and Unanimis. All providers have high engagement driven ads around Rich Media and yes some do it better than others. The reality is, often creatives to support ad campaigns are not up to scratch and/or buyers are choosing to run test budgets and not pay a premium for the richer experience. Running ads in apps is relatively new in comparison to display on mobile internet where the ‘in app’ or ‘out of app’ experience didn’t exist. With the boom of apps, ad-serving technology providers have had to react quickly and did so. Apple have taken what was already being achieved by existing providers and notched it up a gear; but show a lack of research in the mobile-ad-market, or is it just a PR spin to get peoples juices flowing!
By Jennifer Valentino-DeVries
When Apple CEO Steve Jobs announced the company’s new mobile-advertising platform in April, he said Apple wanted to get into the ad game in part because most mobile advertising “really sucks.” Apple, he explained, wanted to make ads more interesting.
But even before Apple entered the market with iAd, which launched Thursday, a few start-ups had been doing what Apple said it would be doing — mobile advertising that went beyond the standard banner ad. Many of the companies doing this type of work said they welcome Apple’s efforts — but they emphasize that Mr. Jobs criticized mostmobile advertising, not all.
“The advertising we do does not suck. We’re not static banners,” said Dane Holewinski, director of marketing for Greystripe, an independent ad network that emphasizes “rich media” ads. “If you look at what iAd is … it’s similar. [Mr. Jobs] couldn’t have thought that all mobile advertising sucks.”
“Here you have the two dominant platforms in mobile [Apple and Google] making considerable investments and … making the case for mobile, telling [advertisers], ‘You can now engage users, and it’s genuinely a compelling advertising opportunity,’” said Eric Litman, CEO of Medialets.
That’s not to say that the independent companies aren’t keen to talk about what they see as advantages they offer over Apple. For one thing, they aren’t tied down to one particular type of phone; they all offer rich-media ads on Android devices as well as iPhones and iPads.
There was a lot of concern that Apple’s new developer rules would exclude these ad companies from the iPhone, but Apple has said it would not block “independent” firms and in fact hasn’t blocked anyone so far, the Journal’s Yukari Kane and Amir Efrati reported Friday.
And there are a few other questions, outlined by AdvertisingAge’s Kathryn Koegel in her Maycolumn, that could mean smaller firms will survive or even thrive despite the presence of Apple.
For one, Apple has created some tension with ad agencies by handling the creative development of the ads, the Journal’s Emily Steel reported in April. The start-ups all emphasized that although they might advise on the creative process, their purpose is to serve the ads or help people with technical development.
And major media companies that already have teams selling ad space might not want Apple to take over all of the sales of ads for their apps, said Crisp CEO Boris Fridman. Big newspapers and other publishers “don’t want to be lumped together with thousands of app developers,” he said. “This is not only because [selling ads themselves] will generate more revenue, but also because of brand integrity.”
Smaller firms also could benefit from the fact that Apple is charging close to $1 million for advertisements in iAd, Colin Gibbs pointed out on the GigaOm blog. Apple also is locking up exclusive deals with some advertisers, which might push other companies to its rivals. “If you are a competing brand, you need an alternative,” Mr. Fridman said.