Is Apple getting into the ad business? On Friday, Apple unveiled to Online Media Daily their plan to launch a new mobile ad platform together with the ipad release.
Here’s a snippet of how Wired sees the future of Apple’s targeted mobile ads:
So, why is Apple getting into advertising, assuming this report is accurate? Well, why not?
Mobile devices, with their extensive knowledge of where you are and what you’re doing, hold great potential for advertisers, ever-eager to put their wares in front of a specific slice of the general population.
Do you suspect that women aged 18 to 30 who are sitting in hair salons on sunny Saturday afternoons would be particularly likely to appreciate your company’s moisturizer? Mobile ads are capable of targeting them in ways that print magazines were not, and can even slice demographics with more precision than websites, which generally don’t know that people are sitting in hair salons.
With the general rise in targeted personalized ads, Apple’s intentions are no surprise. The NAI’s (National Advertising Initiative) recent study found behaviorally targeted ads more than twice as valuable and twice as effective as non-targeted online ads. If the future is going to show movement towards behavioral targeting, then the mobile platform matches that trend with its ability to reach consumers in their most natural settings.
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