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Two new hires are Apple's latest moves in mobile advertising

post #1 of 10
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Apple has followed up its purchase of online advertiser Quattro Wireless by recruiting two experienced mobile advertising employees for high-profile positions.

According to New Media Age, Apple has hired Theo Theodorou, a former mobile advertising sales manager with Microsoft in Europe, to serve as its head of sales in Europe, the Middle East and Africa through newly acquired Quattro Wireless. In addition, Todd Tran, who worked with mobile ad agency Joule, has been hired as general manager of Apple's European mobile ad network.

The report asserts that Apple is building a network of publishers and advertisers to play a part in mobile devices like the iPhone and iPod touch, through both App Store software and Web sites. The two hires are just the latest in a string of talent Apple has brought onto its team in Europe in recent months.

"The moves come as Apple increases its focus on attracting UK digital media talent," author Suzanne Bearne wrote. "It has appointed Jonny Freeman, Honda’s digital marketing manager, as EMEA digital advertising manager, while Simon Thompson, former Lastminute.com chief marketing officer, joined as EMEA general manager of Apple’s online store in August."

When Apple purchased mobile advertiser Quattro Wireless, it named the company's CEO, Andy Miller, to a brand new position at Apple: vice president of Mobile Advertising. It has been said Apple purchased the company for $275 million.

Prior to the Quattro purchase, Apple allegedly had discussions with competing mobile ad agency AdMob. That firm was eventually acquired by Google for $750 million, and the deal is pending approval from the U.S. Federal Trade Commission.

While Apple is new to the ad business, its App Store for the iPhone and iPod touch includes a wealth of free applications available that are often supported by advertising. And with the huge success of the App Store, now with 140,000 options and counting, Apple sees advertising as an important revenue opportunity in the company's future.

"In terms of Quattro and Lala we acquired Quattro because we wanted to offer a seamless way for developers to make more money on their apps, especially free apps," Apple Chief Financial Officer Peter Oppenheimer said during Apple's quarterly earnings conference call last week. "We acquire companies from time to time for their technology and talent -- that's why we do it."
post #2 of 10
*chirp chirp*
La vendetta migliore é il perdono
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La vendetta migliore é il perdono
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post #3 of 10
Quote:
Originally Posted by AppleInsider View Post

According to New Media Age, Apple has hired Theo Theodorou, a former mobile advertising sales manager with Microsoft in Europe, to serve as its head of head of sales in Europe, the Middle East and Africa through newly acquired Quattro Wireless.

"Head of head of sales" does indeed sound pretty high-profile.
post #4 of 10
I wonder if they'll leverage that to make an ad supported basic version of MobileMe free.

After all that IS part of the iPhone experience.
post #5 of 10
These kinds of things in combination with the recent acquisitions and then the big North Carolina facility sure make for outstanding speculation possibilities as to where Apple is going.
post #6 of 10
Quote:
Originally Posted by jglavin View Post

"Head of head of sales" does indeed sound pretty high-profile.

Win.
post #7 of 10
Nothing wrong with advertising with free apps.


Carbon Copy Cloner does that, clones your whole boot drive to another drive while you watch ads.

Can hold option and boot from it and everything, it's a wonderful tool and you don't have to watch the ads.
The danger is that we sleepwalk into a world where cabals of corporations control not only the mainstream devices and the software on them, but also the entire ecosystem of online services around...
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The danger is that we sleepwalk into a world where cabals of corporations control not only the mainstream devices and the software on them, but also the entire ecosystem of online services around...
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post #8 of 10
Quote:
Originally Posted by ihxo View Post

I wonder if they'll leverage that to make an ad supported basic version of MobileMe free.

After all that IS part of the iPhone experience.

Wasn't there a rumored "MobileMe Lite" where you get just contact and calendar syncing.
I doubt Apple would use advertising to pay for it.
I think the idea is to give more people a taste of MobileMe and persuade them to pony up for the full package.
It also is a nice bonus feature to owning an iPhone and will sell more phones.
post #9 of 10
Quote:
Originally Posted by Johnny Mozzarella View Post

Wasn't there a rumored "MobileMe Lite" where you get just contact and calendar syncing.
I doubt Apple would use advertising to pay for it.
I think the idea is to give more people a taste of MobileMe and persuade them to pony up for the full package.
It also is a nice bonus feature to owning an iPhone and will sell more phones.

Same with the iPad 3G, you pay $130 to get 3G a MobileMe Lite would be a nice feature.
MacBook Pro 17" Glossy 2.93GHz, iPad 64GB, iPhone 4 16GB, and a lot of other assorted goodies.

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MacBook Pro 17" Glossy 2.93GHz, iPad 64GB, iPhone 4 16GB, and a lot of other assorted goodies.

If you're a troll and you have been slain. Don't be a Zombie.
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post #10 of 10
Quote:
Originally Posted by "In terms of Quattro and Lala we acquired Quattro because we wanted to offer a seamless way for developers to make more money on their apps, especially free apps," Apple Chief Financial Officer Peter Oppenheimer said during Apple's quarterly earnings conference call last week. "We acquire companies from time to time for their technology and talent -- that's why we do it."[c

[ View this article at AppleInsider.com ][/c]

People have been trying to crack this nut for a decade now; the .com bubble proved that Internet marketing wasn't all it was speculated to be.

I'm particularly interested in how these apps will affect the radio industry, as smart phone users have access to radio stations from all over the country. No longer are radio signals restrained by geography.

Such advertising could be localized--diminishing unsegmented promotions, accentuating the need of advertising firms for finding segmented target markets.
Servis Advertising--a network of freelance advertisers

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Servis Advertising--a network of freelance advertisers

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