AdAge reports that Apple is expanding its iAd mobile advertising platform, and is making the ad creation “Workbench” tool available to anyone with an Apple ID, and is also enabling the ability to run short videos from within an ad.
AppleInsider notes that while the iAd Workbench was previously only available to registered developers, now new types of advertisers will be able to use the platform to promote their wares.
Apple is reportedly looking for new types of advertisers for iAd, AdAge’s report specifically mentioned film studios and retail outlets. Those types of advertisers may spend more money than the current clients the platform attracts.
Apple has also loosened content restrictions in iAds, allowing short video clips. The company has also relaxed restrictions on where users are directed in the ads, now allowing a separate website or promoted iTunes content in addition to the previously allowed mobile apps.
“Now, it appears Apple has concluded money in mobile ads comes from a wide net; in short, it’ll look more like Google,” AdAge’s Mark Bergen reported.
Apple had recently made some changes to its iAd team, bringing in radio executive Michael Pallad in December to head the iTunes Radio ad team.