Apple is starting to realize they need to compromise a little with their iAd platform if they’re going to compete with the likes of Google.
According to a publication by The Wall Street Journal:
[quote]Having originally asked marketers to commit to spend at least $1 million—an amount later dropped to $500,000—Apple is now discussing ad deals with a minimum commitment of just $400,000, according to a person familiar with the matter … Instead of charging marketers every time a user taps on an ad—a policy which often led to ad budgets quickly being exhausted—Apple is willing to put a cap on what it charges for the taps, according to the person. Advertisers pay $10 every time an ad is viewed a thousand times and $2 every time it is tapped on.[/quote]
It’s also being reported that Apple is trying to woo more advertisers, and in an attempt to eliminate any misunderstanding about the market, they’ve created a training program to help educate clients about the mobile marketing world.
This whole mobile marketing industry is still in its infancy, and it’s clear that corporations that are used to the traditional marketing mediums need some time to not only adjust to the new world demands, but also learn what makes a mobile campaign successful. Better targeted ads, with higher quality production, much like magazine advertisements, will be far more successful than amateur-looking web advertisements.
Trust us, we’ve seen plenty of terrible advertising campaigns roll across this website. They always do poorly, and yet their creators are always confused as to why no one clicks. The solution is simple: stop making crappy ads and people will notice them and click.
It sounds like Apple’s doing its best to educate potential iAd advertisers about the perils of crappy advertisements on mobile platforms.
Read A Rare Apple Compromise on The Wall Street Journal