When the company first launched the Workbench last year, it was aimed at developers who wanted to advertise their apps. With today’s changes, the company is hoping to bring on a broader range of advertisers.
For one thing, anyone with an Apple ID can now log in, rather than just those who have iOS developer accounts. In addition, instead of just ending the ad by asking users to tap to download the app, advertisers can play a 30-to-60-second video, drive users to their websites, and promote iTunes content. And the ads are no longer purely cost-per-click, but can be priced based on CPM (cost per thousand impressions), as well. In other words, it’s all about serving different kinds of advertisers and use cases.
With Workbench, Apple says advertisers can create, price and target their campaigns, which will then go up in 24 to 48 hours.
When iAd first launched, it was pitched as a way for big brands to work closely with Apple to advertise on mobile (specifically iOS), but the company has reportedly had difficulty winning those advertisers over.
The Workbench seemed to be a tacit acknowledgment that the initial strategy hadn’t paid off, or at least that iAd was going to have to go broader. Today’s expansion suggests that Apple sees a bigger opportunity in this self-serve approach.
Interested advertisers can read more on Apple’s ad page.