If Silicon Alley Insider is correct that Apple's iPhone 4 is an iPad
killer, advertisers haven't taken notice yet. According to a new study from Millennial
Media, ad requests on the iPad are up 160% in the last month.
With Apple's iAd platform launching this summer (and the company's competitor-blocking ad policy), Steve Jobs' prediction that Apple will serve half of the mobile ads sent in the second half of 2010 might not be that far off.
Apple's rise to the top of the tech world has been marked just as much
by controversy as it has by success in the mobile market. The company's
desire for control has made it a target for critics, and potentially
Apple attracted the spotlight when it implemented new rules that essentially killed Adobe's iPhone/iPad ambitions by making it clear that apps developed using Adobe's Packager for iPhone tool contained in the newest version Flash Professional would not make it into the App Store. And its dislike for Flash was made abundantly clear when the iPad was unveiled, sans Flash support.
Earlier this week, Steve Jobs estimated that Apple's iAd network would handle 48% of all mobile advertising in the second half of 2010. That number may seem high, but it looks like Jobs is pulling out all the stops to make sure that developers choose iAd.
Today the company unveiled new terms of service that would prohibit competitors like Google from delivering ads on its mobile products. This is an anti-competitive slippery slope that could get Apple into trouble pretty quickly.
AdMob may currently be the largest mobile ad network, but Apple is bullish that dominance won't last long. In the six months that Google's purchase of AdMob spent stalled by the Federal Trade Commission, Apple purchased Quattro Wireless, integrated the business and launched iAds. Today, Steve Jobs announced that iAds would take in 48% of the mobile ad spend in the second half of 2010.
That's wishful thinking if you ask AdMob's CEO Omar Hamoui. On stage with John Battelle at CMSummit, Hamoui took a moment to dispel some of the boasting that Apple has made about mobile.
Apple may be charging a premium for placements on its new mobile ad platform, but it looks like brands that use iAds will also have access to features that no other ad network can deliver.
According to an email sent to developers planning to advertise their apps within other iPhone and iPod apps, iAds is offering a few features that cannot be duplicated by any of their competitors. Will conversion tracking beworth the premium Apple is charging for ads?
Google's overwhelming dominance in search is proving to be a hindrance in other areas of its business. Like mobile, where the search giant's $750 million purchase of AdMob is rumored to get blocked by the Federal Trade Commission sometime this week.
Despite the fact that Google has not proven itself to dominate in any sector other than search, the company's reputation seems to precede its success in mobile. But blocking the Google-AdMob deal would be preemptive regulation at its worst. The mobile ad market is still anyone's game.
Apple's iPhone may be known as The Jesus Phone, but Google's diversified approach to selling smartphones appears to be paying off. According to AdMob's March Mobile Metrics Report, Google's Android operating system is quickly picking up market share in the smartphone market.
When it comes to marketing, 'location, location, location' has always
been important. But thanks to the rapid growth and maturity of mobile
technologies, 'location, location, location' is taking on new meaning.
Location-based advertising is potentially the holy grail of mobile
marketing. And it appears that Apple, which occupies an important
position in the mobile market with the iPhone, apparently wants to keep
location-based advertising opportunities to itself.
Google's bread and butter is search advertising but it isn't neglecting display advertising. It made that clear when it purchased DoubleClick for $3.1bn in 2008.
And it continues to make bets in the display advertising space. Yesterday, Google announced that it was acquiring dynamic ad serving and optimization startup Teracent.
Google may have its fingers in a lot of pots when it comes to digital advertising, but to date, it has not replicated its runaway success in search. While the company may be late to market with its online display advertising play, Google is not risking the same fate in mobile.
From the Android to mobile search, Google has been making plays there for months. And with today's acquisition of AdMob, the search giant will have more of its bases covered in that market.