Yahoo CEO predicts demise of Apple's iAd mobile ad network
Bartz spoke with Reuters about the direction her company is taking, as Yahoo looks to increase its advertising revenue from its search business. In addition, the company is looking toward the growing mobile advertising market, where it hopes to compete with Google and Apple.
In the interview, Bartz took the opportunity to comment on Apple's newly launched iAd mobile ad network, which debuted in July. The Yahoo CEO predicted that Apple will fail because advertisers won't cooperate with the iPhone maker's policies.
"That's going to fall apart for them," Bartz reportedly said of iAd. "Advertisers are not going to have that type of control over them. Apple wants total control over those ads."
Bartz's comments likely stem from comments made by advertisers to The Wall Street Journal in August. Early customers of iAd were said to be experiencing delays in launching their advertisements because Apple has "kept tight control on the creative aspects of ad-making, something advertisers aren't used to."
The report indicated that mobile ads took about eight to 10 weeks to launch, which is much longer than the timeframe for other mobile ads. But Apple has taken such control because it believes the richly interactive ad experiences, which provide essentially an "app within an app," will provide a superior experience when compared to other services, which force users to leave the application and launch a browser.
However, some early adopters to iAd — including Nissan and Unilver — have painted a positive picture of Apple's fledgling service. Advertisers indicated that users are five times more likely to select Apple's interactive advertisements than they are a traditional online display ad.
100 Comments
Maybe she’s right. Maybe this type of marketing is not something Apple can do well, despite their legendary marketing in other respects.
Personally, I see a lot of opportunity here for quality ads versus the ads that have plagued the internet for decades.
I also can’t help but think of all the new areas of business that Apple has entered into with people stating that Apple can’t possibly succeed because they are doing things differently than those that came before them. This makes me favour on Apple’s side of things so I’ll be keeping my Apple stock for another day.
Maybe he’s right. Maybe this type of marketing is not something Apple can do well, despite their legendary marketing in other respects..
She, Carol is a woman. And judging on how Yahoo is doing as a company, I am not very inclined to accept what she is saying. Maybe she is right, but there is just as much of a chance that she is wrong. People have made tons of declarations about Apple before - many of them them have been shown to be incorrect.
In today's news: One competitor predicts demise of another competitor. Film at 11.
In Other news: The sun rose in the east today.
Their control over the App Store has not destroyed it: there have been a few high profile defections but that's all. I guess it all depends on the type of control: are they just stopping annoying or tasteless ads, or is it more than that?
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This is because your typical mobile ad consists of a picture of a juiced male prostitute pushing Ripped Fuel. I anticipate that Apples entry into the ad field will raise that bar.