Tag: apple mobile marketing

Apple works to boost its mobile marketing with sale of automated iAds

“Programmatic” ad purchases are being accepted by the tech company and its partners.

Apple and a slew of partner companies have now made the official announcement that the iAd network has begun accepting “programmatic” mobile marketing ad purchases, in a move that has thrown Apple in direct competition with a range of other smartphone and tablet based advertising services.

The initial intention of Apple to begin its automated iAds program had been leaked a few days ahead of the official launch.

This leak occurred when Rubicon Project, one of the Apple partners, accidentally made an early publication of its press release. However, the official announcement of the iAds mobile marketing advertising came at the end of last week, on Friday, with the official debut of its new automated system. There are a number of other partner companies other than Rubicon Project. They include MediaMath, The Trade Desk, and AdRoll tech companies.

This mobile marketing system will involve the integration of a number of platforms with iAd Workbench tools.

Apple - Mobile MarketingThe tools make it possible to reach consumers in a targeted, cross-device mobile advertising campaign. The focus is specifically for iPhone and iPad users, which are known to be the shoppers that make the largest purchases online over their devices.

This represents a considerable change in the mobile advertising inventory from Apple. It makes it possible for iAds to be purchased and sold within an open marketplace, which will simplify the process for marketers to be able to purchase audiences. Through the use of programmatic buying, it becomes possible for marketers to be able to use auctions to bid on the placements of their ads. This process has already shown to be popular over other ad networks.

When AdRoll made its announcement as a partner in iAds, it explained that customers will be capable of conducting their campaigns by way of “Apple’s proprietary, privacy minded consumer data sets gleaned through iTunes.” Advertisers will have the tools that they need to build a campaign, to update it, to obtain analytics, and to manage bids throughout iAd by way of the partner third party platforms.

Retail mobile marketing from Apple uses geolocation

The technology giant has found a unique way to personalize the in store shopping experience.

Apple has now debuted its Bluetooth based in store retail mobile marketing geolocation technology called iBeacon, which gives companies the opportunity to communicate with shoppers who have entered their shops at exactly the moment that they are most receptive to it.

This in store geolocation technology is starting to work its way into a growing number of stores.

This form of retail mobile marketing makes it possible for users of iPhones who have the App Store app and whose Bluetooth device feature is turned on (in a device running iOS 7) to receive messages from a store that they have entered that will help to enhance their shopping experience. It could alert them regarding a promotion that is available in the store, provide them with the information that they need to upgrade a purchase, or even turn by turn in store directions to whatever product the shopper is seeking.

Although the concept behind this retail mobile marketing technology isn’t new, it does have its own Apple spin.

Retail Mobile MarketingThis version of geofencing gives retailers the ability to use this type of technology with much greater ease. When using iBeacon, it means that they can use effective “micro location” targeting. There are also great possibilities being seen by locations that have nothing to do with retail, such as museums, theme parks, green parks, or large events. The immediate success of the tech could mean that there could be a sharp spike in the use of these methods in a very short period of time.

At the same time, though, Apple isn’t the only player in this sphere. Google also has a keen interest in geolocation. However, until now, much of their attention has been placed on NFC technology, which was predicted to be a massive player but that is not experiencing nearly the explosion that many investors had hoped.

The leader in this style of retail mobile marketing has yet to be seen, but it will depend on the willingness of both retailers and consumers to opt in. There are a number of issues that could come into play, here, including the types of technologies that are most readily available, those most commonly used by consumers, and the willingness of consumers to hand over personal and location data to retailers on yet another level.