Apple’s iAds are Exciting for Developers and Burstly
Apple announced their new iAd platform yesterday, which Burstly will support as part of our mediation options. This way, developers can always accept an iAd if Apple has one to serve, or alternatively, enable other ad networks to fill the space. Below are some thoughts on the iAd announcement with the limited data provided thus far.
iAds are Good News for All of Us
- Mobile advertising just got a much-needed shot in the arm and all players are better off in that scenario. The domino effect the iAd announcement has is pretty significant. Advertising budgets just grew. Ad agencies will get new orders. Freelancers will get new assignments. Developers will get better rates. Consumers will have a better experience. Rinse and repeat.
- iAd will most likely deliver the highest eCPM vs. all other mobile ad networks. The 60/40 split is irrelevant. What percentage do website publishers get paid from Google? Exactly – we don’t know, but we do know it’s more than anyone else. The same is going to be true in this scenario, regardless of the percentage split. I give Apple credit for being transparent – especially since they didn’t have to and would have done just fine had they not been. The high eCPMs that will come from iAds help Burstly since we provide optimization tools to make developers more money and iAd provides a new revenue option developers can and should serve.
- iAd runs off a standard ad size. This means it will be easy to deliver an iAd when one is available or run a different ad if an iAd isn’t available. We are guessing that an iAd might not get served quite often for some time to come, especially given the immersive experience iAd is selling. Since Burstly offers a mediation layer, developers will be able to run iAd through our platform and serve another ad network, cross-promotion, or marketplace ad when an iAd is not available.
- Apple is enabling everyone to use the full features of HTML5, such as in-line audio and video. No one could run ads that looked like iAds before since such an experience wasn’t technically enabled. Now, everyone can run ads that look great and have fewer constraints.
We are excited about supporting iAd and are confident it will deliver a higher eCPM for developers. Our ability to support this through our mediation layer is a huge benefit for developers. Other mediation layers that will likely support iAds are AdWhirl and Mobclix.
During the keynote Steve Jobs said “Mobile Ads Suck,” and we actually agree. It’s funny – we almost used it as our tagline when we announced in December (seriously). Our goal is to make it better by handing more control over to developers and that’s a pretty direct way of saying it. So, to honor this moment we have decided to make “Mobile Ads Suck” t-shirts. Want one? Just follow us on Twitter and send out the following tweet:
Steve Jobs said “Mobile Ads Suck” and @Burstly agrees! Tweet and get a free t-shirt! http://bit.ly/MobileAdsSuck #iAd
Only 50 are available, so tweet now!