Read original story on: 9to5Mac
At the WWDC event last week, Apple Pay received a major update that added support for rewards and loyalty programs. Now, new reports claim that with the new Wallet app in iOS 9, revamped from the old Passbook app, Apple will allow brands to send out customized offers through its mobile ad platform iAd.
As Apple noted on its blog, The Offers feature will allow marketers to push out personalized brand messages that can also be “triggered with updates specific to a store location via iBeacon”, or alternatively targeting users by age, gender, location, or “specify custom demographics using their own data”.
If Apple could smoothly integrate this new feature into Apple Pay without being too intrusive, it would be of great use for brands and marketers alike, as it can reach loyal customers with specific messages that reflect their preferences and interests, or help acquire new customers by presenting a location-sensitive value offer at moments that matter. We see great potential in this new feature, as Apple sure loves that it offers advertisers more reasons to jump on iAd, where it takes a 30% cut of the ad sales.
Read original story on: Re/code
Apple is enlisting multiple ad tech vendors, including MediaMath, The Trade Desk, AdRoll, GET IT Mobile, Accordant and Adelphic, to help it sell automated mobile ads via its iAd platform. The news came just days after Apple’s partnership with ad tech company Rubicon was announced. With programmatic ad buying becoming the new industry standard for web ads, it makes sense for Apple to bring it to mobile ads.
Apple announced that it is rolling out new video iAds this year that will automatically play full-screen within iPhone and iPad apps. At present, mobile users need to click on a brand’s mobile banner for the iAd to be activated, whereas the new ads are “interstitials,” and will likely feature at moments of transition – between different levels of a game, for instance. Because the system is so new, it remains unclear how Apple intends to sell these ads; it has been rumored that Apple wants to launch an ad exchange, but details are scarce. iAds have been a contentious feature for Apple since their inception, and the price-per-unit has dropped over the years from $1 million to $100,000. Apple is surely looking enviously at Google’s $243 million in ad revenue in 2012, as compared to their own $125 million; it’s not a quick fix however, as advertisers will likely look to test into the medium slowly but surely. Nonetheless, this represents a big step forward for mobile ads in perhaps the most coveted space of digital advertising.
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