Apple expands its mobile media advertising development tool

Apple has added mobile video capabilities to its iAd Workbench software.

Posted on Apr 7, 2014 by YuMe

Video ad publishers today understand that television is no longer the best and only way to reach audiences through advertising. Thanks to technology, a large majority of today's consumers rely less on traditional TV viewing for information. The advent and rapid adoption of laptops, tablets and smartphones has provided additional outlets for brands looking to connect with consumers using video marketing strategies.

One of the fastest growing pieces of technology is the smartphone.

A study released in January by eMarketer predicts 1.75 billion people around the world will use a smartphone in 2014. By 2017, that number is expected to grow to 2.5 billion, the equivalent of 33.8 percent of the global population.

This sizeable growth represents a tremendous marketing opportunity for brands using video marketing strategies, and Apple is making it possible for companies to take advantage of this trend using its iAd Workbench software.

AdvertisingAge reports the Cupertino, Calif., company has added mobile video advertising capabilities to its software package and opened it up for anyone with an Apple ID, an iPhone or iPad to use it. Using iAd Workbench makes it possible to launch a mobile ad campaign as well as make adjustments when necessary. Additionally, users will also have the capability to track the effectiveness of ads created and deployed using the software due to the integration of tools capable of measuring audience reach.

Companies using the service can pay per either click or every thousand impressions an ad gets; rates for the revamped service included with mobile video capability have not been released.

AdAge reports initially, advertisers paid as little as $1 million and as much as $10 million to use the service when it was first launched. Apple generated $260 million in net revenue from iAd in 2013 and this year, revenue generated from the use of the software could grow to $487 million.