Mobile advertising is the new battleground between Apple and Google. The latter, which makes almost 100% of its huge revenue ($ 23.6 billion in 2009 to 17.6 billion euros) by selling advertising on the Web, must be present on the mobile, presented as the main terminal to access the Net a few years.
In 2009, the two companies vying for the advertising company AdMob, which specializes in mobile. It is Google that has prevailed for 750 million dollars. Apple turned to Quattro Wireless , acquired 275millions dollars. It was on the expertise of Quattro Wireless, Apple has built DST.
During the presentation of the 4th edition of the “operating system” for iPhone, Steve Jobs, the boss of Apple, announced the upcoming launch of DST. Apple enters a new market, the advertising for mobile. It will offer publishers to market it to advertisers for advertising space available in the applications that they make available on the iPhone. A commission of 40% of advertising revenue will go to Apple.
In the U.S., the market has already reached 416millions dollars in 2009, according to eMarketer. In addition, IAD will allow publishers to display more “cleanly” commercials: when a user opens the iPhone one of them in the future, it will no longer have to leave the application seen as is the case today, which forced him to the additional steps to return … For advertising professionals and analysts, DST could also mean the launch of mobile advertising, still in its infancy. “AID’s arrival will give credibility to this form of advertising to advertisers. The year 2010 will be one year decisive ” , welcomes Gonzaga Tournelle, who heads the board MBrand3.
Although it seems that Apple will play a catalytic role, the mobile advertising “will remain modest for some time yet, much less than that posted on the web. It probably does not concern that advertisers who are looking for top customers end ” , said Andrew Frank , the firm Gartner Group.
Ads In addition to its board, Apple also unveiled the iBook, a reader of books scanned coupled with an online bookstore for the iPad, and a new operating system OS4 for the iPhone. Apple, wants to remains primarily a hardware vendor, In fact, the success of the iPhone (85 million iPhone and i Pod Touch elapsed since the launch in mid-2007), in addition to its ergonomics and design, is due to the richness of its “store” of applications. It includes 185 000. According to experts, to choose, consumers rely on phones that have the most attractive stores.
“The challenge for Apple is that iPhone users spend more and more time to consult applications, there is a real hearing some of them can be operated by the coup advertisers ” , according to Cedric Foray , associate director of the firm Greenwich Consulting . “Advertisers may also be interested in the potential, enormous, announcements geolocation” added the specialist.
In fact, the barriers to mobile advertising remain: the display of advertisements will always be forced, because of the limited size of the screen. And while it is expanding the installed base of iPhone still weighs little compared to the global market for mobile telephony (a few % only).
Nevertheless, the challenge remains considerable. For what is emerging as already with advertising on mobile is the future market for advertising on digital tablets, the iPad, Apple’s, but also terminals competitors will arrive in the months come.