According to reports from AdAge, later this year, Apple is planning to introduce full-screen in-app video iAds. Many people are calling the new ads "interstitials". This is because it is though that the ads will initially be used in news-style apps and game apps, and the video ads will play in between articles or after the completion of each level in a game.
Many are calling this latest venture Apple's attempt to tap into the lucrative TV budgets of big-brand advertisers. Brands will have the ability to re-purpose TV ads that they have already produced and use them to target users of mobile devices. Unlike the current ads from iAds, full-screen in-app video ads will be hard for users of iOS devices to ignore, so it is thought that the ads will be much more effective and thus more appealing to some of the big brand names.
No one is arguing that app developers need to earn a living and sponsored in-app ads are one way in which such developers can earn money for their work. However, do you really need to see full-screen, in-app video ads?
It is not yet known whether Apple will sell these new full-screen in-app video ads via ad exchange auctions or directly to advertisers as bundled commercial packages with a guaranteed number of views for each ad bought.
How effective these new ads will be is something that only time will tell. That said, companies who are thinking about buying these new ads are going to have to certainly consider the possibility that such ads could actually damage their brand if Apple's deployment of the ads severely hinders a person's experience of apps and iOS devices in general.
Many are calling this latest venture Apple's attempt to tap into the lucrative TV budgets of big-brand advertisers. Brands will have the ability to re-purpose TV ads that they have already produced and use them to target users of mobile devices. Unlike the current ads from iAds, full-screen in-app video ads will be hard for users of iOS devices to ignore, so it is thought that the ads will be much more effective and thus more appealing to some of the big brand names.
No one is arguing that app developers need to earn a living and sponsored in-app ads are one way in which such developers can earn money for their work. However, do you really need to see full-screen, in-app video ads?
It is not yet known whether Apple will sell these new full-screen in-app video ads via ad exchange auctions or directly to advertisers as bundled commercial packages with a guaranteed number of views for each ad bought.
How effective these new ads will be is something that only time will tell. That said, companies who are thinking about buying these new ads are going to have to certainly consider the possibility that such ads could actually damage their brand if Apple's deployment of the ads severely hinders a person's experience of apps and iOS devices in general.
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