NEW YORK (AdAge.com)—Apple’s not just getting into the business of selling ads. They’re going to make them as well, at least in the beginning for the earliest adopters of the new iAd format.
Apple CEO Steve Jobs showed off what he described as an unauthorized mock-up of a Nike ad at the unveiling of the new ad format
Executives around the mobile market say Apple will actually produce ads for marketers to assure they meet hoped-for quality standards for the new ad units.
“First couple of months they [Apple] will actually be the ones coding and programming the ads,” said one executive who discussed plans with Quattro Wireless, the mobile ad network Apple acquired in January. “It will be a lot of work. That will only last for so long though; otherwise it’ll require a lot of staff.”
It’s not new for mobile ad networks to produce ads for clients, but this is the first time advertisers will be able to gain access to Apple’s creative savvy. Even before Apple acquired the mobile-ad network, Quattro was known for making high-end mobile ads. Even AdMob, for example, creates ads for advertisers that spend significant money but don’t have existing mobile creative.
Agencies and marketers will provide creative materials and give direction, but Apple developers with Quattro staff will program the ads in HTML5.
They’re certainly capable: At the demo for the new format, CEO Steve Jobs showed off what he described as unauthorized mock-ups of ads for “brands we love,” including Disney’s “Toy Story 3,” Nike and Target.
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