At the onset of its mobile-ad business, Apple extended olive branches to a select group of brands, promising premier reach. But advertisers pushed back against its pricey offerings. Now, it appears Apple has concluded money in mobile ads comes from a wide net; in short, it’ll look more like Google.
Earlier, to use iAd Workbench, you had to be enrolled in Apple’s $99/year registered developers program. Now, to open an iAd Workbench account, one will only require an Apple ID which is free to create with any Apple service or device. Ad Age also reports that customers using iAd Workbench can choose to get paid either on a cost-per-click basis or on cost-per-thousand impressions, although rates are currently not clear.
The report also notes that iAd Workbench is now going to include support for short videos within ads, something which was only seen with big brands behind earlier ads when iAd focused on private deals to deliver content.
iAd Workbench can now promote a video or website within an ad unit, not just prompt to download content from iTunes.
iAd Workbench ad units are exclusive to Apple’s iOS platform for iPhone, iPads, and iPod touches. Apple has also been leveraging its iTunes Radio streaming content service as a target for deals with big sponsors like Nissan and Pepsi.
These ad units appear on iOS Devices as well as on iTunes Radio for Apple TV and iTunes for Mac and PC.
Apple iAd Workbench was introduced last June in the U.S. and has also
expanded to various other countries since its release.