The Wall Street Journal is reporting that since Apple entered the mobile advertising market with iAds, the entire industry has seen growth, due to increased awareness/interest in mobile advertising.
Apple has “brought sexiness to mobile ads,” said Carnet Williams, chief executive of San Francisco-based Sprout Inc., which helps create and deliver interactive ads. Mr. Williams said it has gotten roughly four times as many calls from publishers and agencies since Apple turned the spotlight on iAds.
Additionally, other mobile advertising companies are picking up the scraps that Apple puts down. That is to say, companies that are interested in advertising, but can’t afford Apple’s purported $1 million dollar iAd placement price tag, are going to some of Apple’s competitors for similar, albeit less-expensive service.
New York-based Medialets, for one, benefited when luxury brand Chanel SA dropped plans this summer to launch an iAd. Medialets, which sells mobile ads with video and other interactive elements, stepped in and said it was able to offer Chanel the same experience as an iAd plus more.
The report also notes that Apple is currently growing the size of it’s iAds staff, increasing the efficiency in which they are creating the ads, while also relaxing some of their policies, thus handing more control over to the advertisers themselves.