The other day it became known that the advertising platform iAd, created by the “apple” company, began to support the Russian market. We talked with domestic advertising companies about how this support will change the domestic mobile advertising market.
Our questions were answered: Ekaterina Klink, Clickky Business Development Director, and Dmitry Semenov, CEO of the Unilead Network.
What is the functional difference between iAd and third-party grids?Ekaterina
Firstly, iAd provides an opportunity to pay exclusively by CPC and CPM, i.e. the Apple platform does not allow you to run campaigns based on the CPI model.
Secondly, of the advertising formats, only pre-rolls (a video clip that opens before launching the application) and interstitials are declared – a full–screen banner and regular banners, while most of the grids offer additional options. And thirdly, the iAd platform operates only on Apple products, which significantly limits the number of potential users.Dmitry
As far as we know, iAd is used by large brands and the cost of entering it is high.
Because of this, not all developers can advertise and monetize themselves at the expense of this network.
In general, does it make sense to use it or is it better to use third-party solutions?Ekaterina
Everything is individual, it depends on the project.
It seems to me that some developers may already benefit from using the iAd platform, especially if they do not need to break into the top charts. But still, from my point of view, while the platform is still damp and at the moment most of the third-party grids will better cope with the task of attracting users.
Launching iAd in Russia – how cool is it?Ekaterina
This is definitely very cool.
The launch of iAd in Russia shows that Apple is interested in our market. This move by Apple is recognition of our market as a fast-growing and rapidly developing one.
DmitryThe fact that they came to Russia is, of course, cool.
This will give advertising agencies another source of good quality mobile traffic with a large set of functions. This also suggests that the Russian mobile market is becoming more and more noticeable and interesting for Apple.
Will the launch of the grid greatly change the situation on the mobile advertising market in Russia?Ekaterina
The appearance of a new strong player always changes the situation on the market at least a little.
It is difficult to predict how this will turn out for the entire market, but most likely it will create competition for many small and medium-sized grids, especially for those that do not actively respond to changes in the market and do not seek to expand their tools.
DmitryThe appearance of iAd will not affect networks, agencies and their market shares in any way.
Alexey Pisarevsky, CEO of Mobio, also commented on the appearance of iAd on the Russian market.
AlexeyThe Russian mobile advertising market is very different from the global one – it has its own large sites and its own grids.
iAd has little unique traffic to Russia compared to the same AdMob, Mail.ru or VK, so for advertisers in Russia, not much has changed. The upcoming launch of VK mobile advertising is much cooler for Russia – by the way, it will be soon.