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Apple shutting down Quattro banner ads to focus on iAd

post #1 of 19
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Apple has announced that its Quattro Wireless subsidiary will no longer accept new campaigns for conventional mobile banner ads and that all resources will be devoted to interactive iAds instead.

In a a letter to advertisers published by Dan Frommer of SAI, Andy Miller, Apple's vice president of iAd (and former chief executive of the Quattro Wireless ad network Apple acquired late last year), outlined the changes scheduled to occur over the next month.

"Since the launch of the iAd Network just over a month ago," Miller wrote, "advertisers and developers have been telling us how much they love this powerful new way to reach iPhone and iPod touch users right in their favorite apps."

"Mobile ads suck"

At the launch of iAd, Apple's chief executive Steve Jobs ridiculed existing mobile banner ads as ineffectual and inherently problematic because they divert users away from apps and into the browser to display an external web link. That's bad for app developers, and annoying for users, and results in advertisers' messages being associated with a poor experience.

Jobs outlined a plan to introduce iAd as a fully self contained environment that opens within developers' apps to present an interactive marketing message users can dismiss at any time to return to what they were doing.

"iAds are captivating viewers with high-quality video and rich media experiences, engaging customers like never before and already delivering dramatic results," Miller said in the memo to partners. "Advertisers are seeing a huge spike in the amount of time customers spend watching and interacting with ads, making them more comparable to television advertising than traditional online ads, and developers are thrilled with this new source of revenue."

Exclusively iAd

Encouraged by the success of iAd, Apple is now shutting down Quattro's previous implementation of standard banner ads, which worked much like the ads placed in mobile apps by Google's AdMob subsidiary.

"We believe iAd is the best mobile ad network in the world, and starting next month we're going to focus all of our resources on the iAd advertising platform," Miller stated. "We are no longer accepting new campaigns for the Quattro Wireless Network, and we will soon begin winding down existing campaigns. As of September 30, we will support ads exclusively for the iAd Network.

"Advertisers can learn more about iAd here," Miller wrote, linking to the new advertising.apple.com site. "If you are a developer, find out how to generate revenue and promote your apps using iAd here," which he linked to the developer.apple.com/iad/ site, shown in part below.

"We look forward to working with you on this incredible new opportunity in mobile advertising. If you are a current Quattro Wireless developer or advertiser and have questions about this change, please contact your account manager," Miller added.
post #2 of 19
Quote:
As of September 30, we will support ads exclusively for the iAd Network.

Speculative, but I wonder if this points to iOS 4 for iPad by that date.
post #3 of 19
I am still to see even a single iAd anywhere. I don't know if I'm unlucky or what, but all ads I see so far both inside apps and on the mobile sites are Google's, not iAd.
--SHEFFmachine out
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post #4 of 19
Eat your heart out Google! Apple is leading the way again.

Best OS. Best mobile Phon. Best laptops. Best Desktop. Best All-in-One Desktop. Best mp3 players.
Best iPad ( category?). And now Best mobile ad.

Hooray for Apple!
post #5 of 19
Quote:
Originally Posted by sheff View Post

I am still to see even a single iAd anywhere. I don't know if I'm unlucky or what, but all ads I see so far both inside apps and on the mobile sites are Google's, not iAd.

Likewise. I have hundreds of apps, yet I've not seen even one iAd.

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GOA

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Proud AAPL stock owner.

 

GOA

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post #6 of 19
Quote:
Originally Posted by SpamSandwich View Post

Likewise. I have hundreds of apps, yet I've not seen even one iAd.

Only one I have seen is for Nissan Leaf. Showed up a couple of times. It's very cool.
A.k.a. AppleHead on other forums.
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A.k.a. AppleHead on other forums.
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post #7 of 19
Quote:
Originally Posted by OC4Theo View Post

Eat your heart out Google! Apple is leading the way again.

Best OS. Best mobile Phon. Best laptops. Best Desktop. Best All-in-One Desktop. Best mp3 players.
Best iPad ( category?). And now Best mobile ad.

Hooray for Apple!

I see they have yet to nail the Best Spell Checker.
\Apple has always had competition. It's just been in its blind spot.
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\Apple has always had competition. It's just been in its blind spot.
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post #8 of 19
Quote:
Originally Posted by Robin Huber View Post

Only one I have seen is for Nissan Leaf. Showed up a couple of times. It's very cool.

I've never seen an iAd before I've seen the apple-made one in the keynote and I've heard of the Nissan leaf one. Thats it.
post #9 of 19
I'm fairly sure they only work on the faster model iPhones and iPods. I could never get one to load on my 3G, but they load everywhere on my 4.
Andrew
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Andrew
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post #10 of 19
Quote:
Originally Posted by astrubhar View Post

I'm fairly sure they only work on the faster model iPhones and iPods. I could never get one to load on my 3G, but they load everywhere on my 4.

Discrimination. Hopefully they will work on next gen touches as well.
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post #11 of 19
Next from Apple: Apple Telephone & Telegraph (The New AT&T)
post #12 of 19
Really, I don't see how this is that big a deal. It's not like most could tell you where they ever saw a "traditional" Quattro ad, although maybe that's the idea. In any case, Google pretty much has a stranglehold over traditional Web ads, so it's not a big deal for Apple to go this way with mobile Web ads.
post #13 of 19
Wait till Apple figures out how to bed an ad into a website such as this.
post #14 of 19
Quote:
Originally Posted by Trajectory View Post

Next from Apple: Apple Telephone & Telegraph (The New AT&T)

best post this week

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beatles
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whats in a name ? 
beatles
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post #15 of 19
Quote:
Originally Posted by 801 View Post

Wait till Apple figures out how to bed an ad into a website such as this.

I think it will be a while. At least until most people are on a HTML5 compatible browser.

Looks to me Apple is only interested in ads on iDevices Apps for now.
post #16 of 19
Quote:
Originally Posted by ihxo View Post

I think it will be a while. At least until most people are on a HTML5 compatible browser.

Looks to me Apple is only interested in ads on iDevices Apps for now.

Won't be as long as you think. IE9 is supposed to be pretty standards compliant. I am sure it will be compliant enough to run ads.

I don't think however that apple can stick these ads on too many sites as most web sites have pretty good and well established deals with Google, Bing Etc and won't be in a rush to support and grow yet another ad platform they have to pay unless they absolutely have to.
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post #17 of 19
Quote:
Originally Posted by Joe hs View Post

I've never seen an iAd before I've seen the apple-made one in the keynote and I've heard of the Nissan leaf one. Thats it.

The only app I have that I've noticed has iAds is the "Flashlight4G" app that turns on the LED on my i4. Its free if you are curious and have an i4.
post #18 of 19
Quote:
Originally Posted by jglavin View Post

The only app I have that I've noticed has iAds is the "Flashlight4G" app that turns on the LED on my i4. Its free if you are curious and have an i4.

I found one in an app called Dictionary! I don't remember when I downloaded it and it might be the dictionary iPhone comes with.
post #19 of 19
Quote:
Originally Posted by sheff View Post

Won't be as long as you think. IE9 is supposed to be pretty standards compliant. I am sure it will be compliant enough to run ads.

I don't think however that apple can stick these ads on too many sites as most web sites have pretty good and well established deals with Google, Bing Etc and won't be in a rush to support and grow yet another ad platform they have to pay unless they absolutely have to.

You know, I don't think AppleInsider pays to have ads on this site. I assume you mean that advertisers won't be in a rush to support a new ad platform.
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