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GET OFF YOUR [TV] ADS
and MOBILIZE! – Part 1
Apple set to show the world’s Connected TV players
how to participate in the ...
2007 – 3 Things To
Remember
Debut of iPhone Debut of Mobile
Boarding Passes
Debut of Apple TV
More chess game than Trojan
Horse
Analog to Digital – Clear
Trendlines
How Apple got to the catbird seat
to change the nature of TV ads
Apple TV
(2007)
iAd Platform
(2010)
Apple
Passbook
(2012)...
iAds on iTunes Radio (illustrative)
Current version With “Add to Passbook”
(illustrative)
Apple TV + Apple TV Remote + iAd =
Apple TV + Add To Passbook
(illustrative)
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Get off your [TV] ads and mobilize! (Part 1 - How Apple will Mobilize TV Advertising)

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GET OFF YOUR [TV] ADS and MOBILIZE! – Part 1
http://itvt.com/story/9911/will-wednesdays-get-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

Excerpt:

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)

http://itvt.com/story/9911/will-wednesdays-get-your-tv-ads-and-mobilize-part-1

Published in: Technology, News & Politics
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Get off your [TV] ads and mobilize! (Part 1 - How Apple will Mobilize TV Advertising)

  1. 1. 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 Will Kreth - Strategist | Interactive | Multi-platform - @wkreth for ITVT.com – 9 Oct. 2013
  2. 2. 2007 – 3 Things To Remember Debut of iPhone Debut of Mobile Boarding Passes Debut of Apple TV
  3. 3. More chess game than Trojan Horse
  4. 4. Analog to Digital – Clear Trendlines
  5. 5. How Apple got to the catbird seat to change the nature of TV ads Apple TV (2007) iAd Platform (2010) Apple Passbook (2012) iTunes Radio+ video iAds (2013) iPhone – yes, but… Apple TV connects to iPhone’s Passbook (2014) The missing piece?
  6. 6. iAds on iTunes Radio (illustrative) Current version With “Add to Passbook” (illustrative)
  7. 7. Apple TV + Apple TV Remote + iAd =
  8. 8. Apple TV + Add To Passbook (illustrative)

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