Business Technology

Monday 19 March 2018

Apple iAds mobile advertising platform to launch in Europe

Apple launched iAds in the US in July. Photo: Bloomberg News
Apple launched iAds in the US in July. Photo: Bloomberg News

Shane Richmond

Apple is launching its mobile advertising platform, iAds, in Europe next month, it announced today.

iAds, which launched in the US in July, delivers interactive adverts within apps running on Apple’s iOS devices - iPhone, iPod touch and iPad.

The platform launches in Britain and France in December, with Germany following in January. Apple has signed up some major companies for the European launch, including L’Oreal, Louis Vitton, LG Display and Renault. Renault will use the platform to promote their electronic vehicles.

“We’re thrilled to add leading global brands to the iAd Network in Europe and create even more great opportunities for developers,” said Andy Miller, Apple’s vice president of iAd.

“In just four months, we’ve doubled the number of advertisers on the network and thousands of developers now have a valuable new source of revenue.”

Greg Woock, CEO of Pinger, a mobile apps developer, said that iAds brought “delightful” advertising to mobile customers. “Our customers like the iAds format. They are high quality advertisers and the ads are cool and really well laid out,” he added.

Pinger makes more than $10,000 per day from iAds. Woock said: “What we’re hoping is that what Apple has done for the distribution of applications, they will also do for advertisers.”

App developers keep 60pc of the revenue from iAds, with the remaining 40pc going to Apple.

Apple has focused on getting high quality ads that users will spend time watching and interacting with, without needing to close their app.

However, some agencies have complained that the ads are time-consuming and expensive to develop and that Apple is difficult to deal with. “Apple is still figuring out how to sell advertising,” one agency executive said.

Apple says that, on average, users spend more than 60 seconds per visit interacting with the ads.

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