Monday, December 20, 2010, 03:45 pm PT (06:45 pm ET)
Apple positions iAd Producer as Adobe Flash alternative
iAd expansion further promotes HTML5
Apple has been rapidly expanding its iAd program after acquiring Quattro Wireless less than a year ago and converting its conventional mobile ad banner network into the immersive, app-embedded iAd experience.
The company launched major new iAd campaigns to Europe earlier this month with L'Oréal, Renault, Louis Vuitton, Nespresso, Perrier, Unilever, Citi, Evian, LG Display, AB InBev, Turkish Airlines and Absolute Radio, and created the first iAd presentation for iPad to promote Disney's "Tron Legacy."
Apple previously had no real experience in advertising, but recognized the need for ads to help support mobile software titles. The company's chief executive Steve Jobs said that existing mobile ads, like those served by Quattro and Google's AdMob, "suck," and the iAd would enable brands to deliver high quality, valuable experiences that customers would find interesting, useful, and non-intrusive because they don't dump users out of their existing app and into the external web browser after being clicked.
Jobs described iAds as using standards-based HTML5 content exclusively, rather than delivering proprietary binaries created by web-alternatives such as Flash or Microsoft's Silverlight.
Apple's efforts to push mobile content back to using web standards—leveraged by its powerful position in smartphones, tablets and media players, has prompted Adobe to refocus efforts on delivering HTML5 tools and has forced Microsoft to dramatically scale back its plans for Silverlight and instead focus on delivering HTML5 compliance in future versions of its Internet Explorer browser.
Web content distributors, including Google's YouTube, Vimeo, Brightcove, and even pornographer Digital Playground have all taken steps to support HTML5, joined by a variety of web developers and services (ranging from Virgin America to Scribd) that also want to reach iOS devices.
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