IDC: Apple’s iAd to match Google’s share of U.S. mobile ad market within 90 days

Apple Online Store“Apple may be gaining share in the U.S. mobile advertising market this year at the expense of Google and Microsoft,” Olga Kharif reports for Businessweek. “Apple will end the year with 21 percent of the market, according to estimates provided to Businessweek.com by researcher IDC. Google’s share will drop to 21 percent, from 27 percent last year, when combined with results from AdMob, the ad network it bought in May. Microsoft will drop to 7 percent, from 10 percent.”

“Apple, maker of the iPhone and iPad, didn’t sell mobile ads last year. In January, it bought Quattro Wireless, which had 9 percent of the market in 2009, IDC said. Chief Executive Officer Steve Jobs announced the iAd network in April and launched it in July,” Kharif reports. “Apple’s push into mobile ads may be a reason for its rivals’ market-share declines. Since June, the number of brands that have agreed to run ads through Apple’s iAd network has doubled, said Natalie Kerris, a spokeswoman for Apple,”

“On June 7, Cupertino (Calif.)-based Apple said it had $60 million in iAd commitments from marketers, including food and personal-care product maker Unilever, electronics retailer Best Buy, and satellite-television service provider DirecTV,” Kharif reports. “Unilever, whose first iAd made its debut in July, is ‘extremely happy’ with the results of its ad campaigns, Rob Master, the company’s North American media director, says in an interview. More than 20 percent of people who click on Unilever iAds—which feature video and an interactive game—check out the ad a second time, he says.”

Kharif reports, “Yahoo!’s share in mobile ads will drop to 9 percent this year, from 12 percent last year, while Espoo (Finland)-based Nokia will suffer a decline to 2 percent, from 5 percent, according to IDC.”

Read more in the full article here.

[Thanks to MacDailyNews Readers “Fred Mertz” and “Arline M.” for the heads up.]

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