Apple is ramping up its own advertising initiatives. A recent report indicates that the tech giant has begun to sell ads directly for Apple News, marking a significant change in their advertising approach.
Apple expands in-house advertising initiatives with Apple News
Sara Fischer reports for Axios:
According to two sources familiar with the situation, Apple has begun to offer its own advertising space for Apple News. The company is introducing new ad formats that are expected to enhance revenue for both itself and its publishing collaborators.
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Apple is enticing marketers with innovative advertising options within the Apple News feed and specific articles. Starting next year, the company will offer premium sponsorships for editorially curated content surrounding major events like the Met Gala and the U.S. Open. In addition to these premium offerings, Apple’s News team is promoting banner ads and video placements across 17 different formats, including carousel ads showcasing various products.
Fischer highlights that publishers will receive 70% of the revenue generated from ads sold by Apple, which likely represents an increase compared to revenue from ads facilitated by third-party partners such as Taboola.
While Apple’s collaboration with Taboola will continue, the company plans to maintain offerings for unsold ad inventory through Taboola and potentially other new partners.
DMN’s Perspective
Apple News has recently received praise for its coverage during the US election night, indicating that the company might focus more on event-driven content in the future. This could not only enhance user engagement but also create unique sponsorship opportunities.
While Apple already manages its own advertising for the App Store, its advertising operations have been relatively constrained so far. Various hires suggested a potential ad-supported tier for Apple TV+, but nothing has been confirmed yet.
It is hoped that Apple’s advertising teams can deliver a more refined ad experience within Apple News. Ultimately, this strategy aligns well with the company’s ongoing pursuit of increasing service revenues.
What are your thoughts on Apple’s expanding advertising initiatives? Share your opinions in the comments.
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