GET OFF YOUR [TV] ADS and MOBILIZE! – Part 1
Apple set to show the world’s Connected TV players how to participate in the Mobile Advertising/Marketing Ecosystem
by Will Kreth - Strategist | Interactive | Multi-platform - @wkreth - for ITVT.com – 9 Oct. 2013
Lining Up the Chess Pieces
Less a Trojan Horse approach than another example of long-term, pragmatic game planning of the company, Apple has been slow-rolling Passbook, for good reason. Apple understands that ecosystems are hard to build, user behaviors not so simple to foster, and their preferred role – the one they’re oh-so-good at – is not the “first mover” – but that of the opportunistic and elegant assembler. iPhone-scale disruptions are rare, and 2007 was also the year that Apple also debuted their favorite “hobby” (as Jobs put it) – Apple TV.
Here’s a quick chronology of how Apple assembled their current catbird seat to potentially change the future of 1:1 TV advertising forever:
Apple TV (2007) > iAd Platform (2010) > Apple Passbook (2012) > iTunes Radio + video iAds (2013)
The missing piece?
Apple TV connects to iPhone’s Passbook (2014)