Apple Opens Mobile Ad Platform To All, Adds Features

Chris CrumMarketing & Advertising

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Last year, Apple launched iAd Workbench, a mobile ad campaign creation tool for iOS developers to launch their own campaigns targeting iOS users. Now, Apple has opened the platform up to anyone with an Apple ID, throwing down the barrier keeping businesses large and small from using it.

Now, Apple basically had a direct competitor to Google for mobile advertising, and it would be a shock if this doesn't turn into a significant part of the mobile ad market.

Apple describes iAd Workbench: "iAd Workbench is the simplest way to advertise to millions of people on their Apple devices. In a few steps, you can create a campaign that drives traffic to your website, generates video views, or promotes your iTunes Store content. Choose your audience, set your budget, and run your campaign across thousands of Apple-verified and brand-safe iOS apps. Track performance and optimize your campaigns to get the best results. From start to finish, iAd Workbench puts you in control."

The ability to send users to your website is new, as is the ability to platy them video from the ads.

Targeting options include device, gender, age, location, context, time of day and iTunes Store preferences, or you can simply use Apple's automatic targeting.

workbench targeting

Workbench includes tools to help build your creative. You cab upload a banner, and enter the destination URL. There are also built-in templates. You can send people to your iTunes Store product page if you like. You can also use video, which Apple will display to users who tap on your ad.

Of course you can access performance metrics, spend, impressions, taps, and conversions, and other detailed insights from the dashboard.

According to AdAge, advertisers have the choice of paying based on coster-per-thousand impressions or cost-per-click, but the company wouldn't comment on rates.

Images via Apple

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.