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Apple

Apple is readying itself to open its app advertising inventory to programmatic buyers, according to a hastily-deleted press release published by ad tech company Rubicon Project.

The release announced the company was partnering with Apple to make the vast array of Apple’s app ecosystem accessible to brands through Rubicon’s direct order automation platform.

The move is likely to radically transform Apple’s relatively small ad business, which has struggled to compete with Google and Facebook in the mobile advertising space since its launch four years ago.

Advertisers hoping to reach Apple’s 600m iTunes users via iAd currently have to purchase ads directly and upfront through iAd’s sales team. Programmatic or automated buying will dramatically simplify the process, enabling advertisers to book ads via an online platform.

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Source: mobilemarketingmagazine.com

If Apple were to revive its iconic Mac vs. PC ad campaign but for the iPhone, the iPhone and Android personifications would be almost identical to the ones depicted by John Hodgman (the PC) and Justin Long (the Mac) years ago.

iPhone users are younger, more active on social networks and listen to more digital radio on their phones than Android users, according to new research released on Monday by digital analytics firm comScore. Android owners skew older and spend more time playing games on their phones consuming news and visiting sports-related apps and websites.

The typical iPhone user spend 1,102 minutes each month using social networks while Android users spend only 745 minutes on average. There were a similar discrepancies regarding digital radio and photo usage. The average iPhone user spent 530 minutes on digital radio during February, compared with 203 minutes for Android users. iPhone owners also spend more time taking photos and using photo-sharing utilities; 320 minutes per month to Android owners’ 117 minutes per month.

Android owners do spend more time playing games, however. On average, an Android user spends 670 minutes each month playing games while iPhone owners spend just 341 minutes.

ComScore’s VP-industry analysis Andrew Lipsman said this could be a reflection in demographical differences. Casual gaming tends to draw a lot of attention from middle-aged and older smartphone owners, and Android users skew older.

See on adage.com

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