Honeymoon’s Over For Apple’s iTunes Radio — What’s Next For Advertisers?
Posted in: UncategorizedApple’s New Year’s resolution for iTunes Radio: create reasons for launch advertisers to hit repeat and new brands to press play.
ITunes Radio’s first wave of advertisers have been pleased with the streaming music service since its September launch, but Apple’s digital radio product hasn’t checked every item on their wish lists, like more granular ad-targeting options than the standard parameters like age, gender and zip code. And prospective media buyers await proof that iTunes Radio is noise-canceling competitive services like the more sizeable Pandora.
“The results so far are right on target,” said Ben Winkler, chief digital officer at OMD, whose clients include iTunes Radio launch advertisers Pepsi and Nissan. Mr. Winkler declined to delve into specific results, but said iTunes Radio advertisers were reaching more people on their mobile devices than originally anticipated.
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