Mobile marketers looking to create compelling content to reach iPhone users are in for some good news. Apple has unveiled iAd Producer, an application that lets third parties make iAds.
The company explains that the app "makes it easy for you to design and assemble high-impact, interactive content for iAd." This moves the creative control from Apple (which previously insisted on producing content itself to ensure quality) directly into the hands of advertisers.
The iAd platform, introduced in April, has proven an effective mobile advertising platform. As Brafton reported last summer, early adopters saw impressive ROIs in a short period of time.
Nontheless, many mobile marketers didn't embrace this platform because of the control demanded by Apple and the high real estate price for getting ads displayed to iPhone users. Now that it seems the company is moving toward a self-serve ad option, at least one of these barriers is breaking down.
With iAd Producer, more marketers may try their hands at creating high-caliber content for Apple's mobile devices. The reach offered by the iPhone may make iAds worth the investment. According to the most recent mobile subscriber report from comScore, Apple is the second-leading smartphone platform, representing 24.6 percent of the market.