©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The launch of Apple’s iAd mobile advertising product at the beginning of July is having a positive effect on the businesses of rival ad networks and the mobile ad industry as a whole, according to companies in the space.
Rich media mobile ad network Greystripe says it has been selling its inventory more successfully since the announcement of the iAd in April, with advertisers taking increased interest in the medium following the hype the product has enjoyed. Michael Chang, Greystripe CEO, says his firm has sold out its inventory to premium campaigns every month since the iAd was announced, compared with a fill rate of around 50 percent with premium campaigns for the majority of 2009. “[It’s] indicative of the increasing interest in immersive mobile advertising from both brands and consumers,” Chang said.