Apple to Introduce Full-Screen Video iAds to Apps This Year

iadApple plans to introduce full-screen video iAds for apps on the iPhone and the iPad later this year, reports AdAge. The new ads, described as "interstitials," will allow developers to opt into ads that play in between levels within a game or in between articles in a news-style app.

Full screen ads will mark a departure from Apple's typical advertising style, which has limited iPhone iAds within the App Store and iTunes Radio to less obtrusive banners that must be clicked for a video ad to be played. iTunes Radio also features audio ads, but full video ads within apps are arguably more interruptive.

Some free-to-play apps already feature full-screen third-party video ads. Zynga's Draw Something on iPad, for example, requires users to watch a video ad before allowing them to move on to the next level, a task that takes several seconds away from gameplay. Apple currently permits full-screen video iAd advertisements within some iPad apps, but today's report suggests the ads could also be extended to other iOS devices.

Since its 2010 introduction as a way for developers to make money on the iOS platform, iAd has been largely unsuccessful attracting developer interest and revenue. Apple has, however, been attempting to revive iAd with a new focus on iTunes Radio.

The in-app video ads may be a way for Apple to rekindle advertisers' interests in its fancy-but-flawed iAds. The ad product line was unveiled in 2010 with all the pomp and circumstance of a new iPhone, but they've struggled to gain traction in the market. Advertisers were initially asked to drop $1 million for the rich-media units, which more closely resemble a mobile microsite than a banner. That price tag has dropped to $100,000 over the years, even as Apple has added features like maps.

Few details are available on the video ads, including how Apple plans to sell and price the spots, but they may be positioned as a way to further entice new advertising partners to advertise via the service. The introduction of iTunes Radio, which has the potential to bring in quite a bit of revenue, already garnered Apple several major advertising partners, including McDonald’s, Nissan, Pepsi, and Procter & Gamble.

Apple's ad sales, which were at just $125 million in 2012 according to IDC, have lagged significantly behind those of other companies, including Google, but the new video ads along with revenue from iTunes Radio may shift those figures considerably in the years to come.

Top Rated Comments

SethBoy Avatar
109 months ago
Score: 53 Votes (Like | Disagree)
brendu Avatar
109 months ago
I will avoid any app that implements these video ads at all costs. I hate forced ads. I'd rather just skip the app altogether.
Score: 50 Votes (Like | Disagree)
Risco Avatar
109 months ago
Will they give us extra 5GB of data for free each month as well? :p
Score: 28 Votes (Like | Disagree)
musika Avatar
109 months ago
I am filled with joy.
Score: 28 Votes (Like | Disagree)
wonderspark Avatar
109 months ago
Eww.

I was hoping for less suck in the future, but it looks like there is only more suck ahead.
Score: 24 Votes (Like | Disagree)
nepalisherpa Avatar
109 months ago
Oh no! :( I can already see how this is going to be abused by developers.
Score: 16 Votes (Like | Disagree)

Popular Stories

widgets ios 16 feature

Gurman: iPhone 14 Pro to Feature Always-On Display Showing iOS 16's New Lock Screen Widgets

Sunday June 26, 2022 7:36 am PDT by
iPhone 14 Pro models are widely expected to feature always-on displays that allow users to view glanceable information without having to tap to wake the screen. In the latest edition of his Power On newsletter for Bloomberg, Mark Gurman said the feature will include support for iOS 16's new Lock screen widgets for weather, fitness, and more. "Like the Apple Watch, the iPhone 14 Pro will be...
maxresdefault

M2 13-Inch MacBook Pro With 256GB SSD Appears Slower Than Equivalent M1 in Real-World Speed Tests

Monday June 27, 2022 1:57 pm PDT by
Benchmark testing has indicated that the 256GB variant of the 13-inch MacBook Pro with M2 chip offers slower SSD performance than its M1 equivalent, and now real-world stress testing by YouTuber Max Yuryev of Max Tech suggests that the 256GB SSD in the 13-inch MacBook Pro is also underperforming in day-to day-usage. The M2 MacBook Pro with 256GB SSD and 8GB RAM was slower than the M1 MacBook ...
13 inch macbook pro m2 mock feature 2

Base 13-Inch MacBook Pro With M2 Chip Has Significantly Slower SSD Speeds

Sunday June 26, 2022 2:52 pm PDT by
Following the launch of Apple's new 13-inch MacBook Pro with the M2 chip, it has been discovered that the $1,299 base model with 256GB of storage has significantly slower SSD read/write speeds compared to the equivalent previous-generation model. YouTube channels such as Max Tech and Created Tech tested the 256GB model with Blackmagic's Disk Speed Test app and found that the SSD's read and...
m2 mac mini screen feature

Gurman: Apple Planning M2 Pro Mac Mini, New Apple TV With A14 Chip, Revamped HomePod With S8 Chip, and More

Sunday June 26, 2022 6:31 am PDT by
In the latest edition of his Power On newsletter for Bloomberg, Mark Gurman outlined additional M2 Macs on Apple's product roadmap, including new Mac mini models with M2 and M2 Pro chips, new 14-inch and 16-inch MacBook Pro models with M2 Pro and M2 Max chips, and a new Mac Pro tower with M2 Ultra and "M2 Extreme" chips. Following the M2 series of Macs, Gurman said the first M3 series of...
M2 Pro and Max Feature

Apple's Upcoming M2 Pro Chip for High-End MacBook Pro and Mac Mini Will Reportedly Be 3nm

Monday June 27, 2022 7:31 am PDT by
TSMC will manufacture Apple's upcoming "M2 Pro" and "M3" chips based on its 3nm process, according to Taiwanese industry publication DigiTimes. "Apple reportedly has booked TSMC capacity for its upcoming 3nm M3 and M2 Pro processors," said DigiTimes, in a report focused on competition between chipmakers like TSMC and Samsung to secure 3nm chip orders. As expected, the report said TSMC will...
iPhone 11 Pro vs iPhone 14 Pro

iPhone 11 Pro vs. 14 Pro: New Features to Expect if You've Waited to Upgrade

Monday June 27, 2022 11:22 am PDT by
With many customers choosing to upgrade their iPhone every two or three years nowadays, there are lots of iPhone 11 Pro users who might be interested in upgrading to the iPhone 14 Pro later this year. Those people are in for a treat, as three years of iPhone generations equals a long list of new features and changes to look forward to. Below, we've put together a list of new features and...
tesla carplay hack

Tesla Apple CarPlay Hack Updated to Work With Any Tesla Model

Monday June 27, 2022 3:38 am PDT by
Polish developer Michał Gapiński has released a new and improved version of his "Tesla Android Project" which brings Apple's CarPlay experience to more Tesla vehicles than ever before. According to Gapiński, version 2022.25.1 provides "100% functional CarPlay integration for any Tesla," and comes with several new features and bug fixes. The project now supports DRM video playback so that...
2022 back to school apple

Apple Launches 2022 Back to School Offer: Up to $150 Gift Card With Mac or iPad

Friday June 24, 2022 5:08 am PDT by
Apple today launched its annual "Back to School" promotion for college/university students in the United States and Canada. This year's promotion offers a free Apple gift card with the purchase of an eligible Mac or iPad, rather than free AirPods like last year. Apple is also offering students 20% off AppleCare+ plans during the promotion. Apple is offering a $150 gift card with the purchase ...