It looks like Apple is making a switch to its mobile ad strategy to go after smaller developers instead of large global brands. According to the below article, iAd has only generated a 2.9% market share in the US mobile ad market, which seems extremely small for the amount of iOS users. The new tool will allow smaller developers to better target the users they want to find and only requires $50 to participate in an ad campaign. I think this is a good move, especially since current projections have mobile ad revenues growing to $16B within a few years. The revamped iAd will also allow users to produce banner ads more quickly and easily, with several pre-made ads that marketers can customize. It will be interesting to see if this move can cut into google's market share as more and more Android phones enter the market.
http://gigaom.com/2013/06/12/apples-iad-workbench-lets-smaller-developers-better-target-ads-in-ios/
The ads in question are banner ads that appear within iOS apps. The minimum purchase amount to participate in an ad campaign in Workbench is $50. That price is drastically lower than the required buy-in when the iAd program first debuted in 2010. At that time it was aimed at recruiting large global brands with huge ad budgets; it was reported that Apple was charging a $1 million minimum to brands that wanted to show interactive ads to Apple’s iOS app users. Those brands included Disney, Nissan, AT&T, General Electric and more.
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