News: Archives
June 2010
June 7
Wall Street Journal - Apple Could Jump-Start Mobile Advertising, Challenge Old Media
By Nat Worden Of DOW JONES NEWSWIRES
NEW YORK (Dow Jones) 6-7-2010,—Apple Inc. (AAPL) Chief Executive Steve Jobs said Monday that the company’s iAd platform, its mobile advertising network, will go live on July 1, introducing yet another disruptive force in the media industry.
The rise of digital advertising already has weighed heavily on traditional media businesses—such as publishing, radio and television—and the nascent mobile market is expected to bring a new wave of upheaval as devices like Apple’s iPhone and iPad proliferate.
John Shelton, chief executive of STRATA, an ad-software provider that manages $50 billion worth of ad transactions, said that, while mobile makes up a small portion of the total ad market, there is pent-up demand from large advertisers and agencies to enter the space, and Apple is poised to tap into it at an opportune time.
“I think you’ll see a lot of agencies really pushing this,” Shelton said. “These devices are just showing up in the market, like televisions in the 1950s, and all of sudden, I think you’re going to see a watershed of advertising coming in here.”
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