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Apple has been hiring ad agencies, showing growing ambitions to grow its TV advertising business.
Recent large-scale recruitment Joseph CadyHe was NBCUniversal’s head of advertising for 14 years, with his most recent title being vice president of advanced advertising and partnerships, where he was responsible for data-driven, targeted TV advertising, Business Insider reported. Cady also established and oversaw NBCU’s partnerships with Amazon, Google, TikTok, and more. Previously, he held strategic and development roles. His departure largely follows that of his former boss, a former executive at NBCU. Krishan BhatiaI retired in September.
Caddies are expected to work closely together Winston CrawfordHe became Apple’s head of global advertising sales in September, leading the team supporting the Apple TV+ streamer and other Apple products. Crawford helped lead his pitch to Apple’s Major League Baseball advertising sales. tod teresihead of Apple’s advertising department.
The caddy will probably also work closely with you lauren fry, a TV and video ad sales veteran hired by Apple in February 2023 as head of video ad sales. Her hiring suggests the company may have ambitions to have an ad sales executive dedicated to her Apple TV+ ad support tier, as well as MLS and possibly MLB. I did.
Apple is also hiring several other people with TV advertising experience to work on video advertising, including:
Jason BlumHe joined the video ad sales team in June after holding several roles at programmatic TV company Xandr, DirecTV and NBCUniversal.
chandler taylorHe joined from Peacock in September as a video advertising account manager, according to LinkedIn.
Jacqueline BreezyHe joined video ad sales in October after serving as senior director of sponsorship and ad sales at FanDuel and previously at an ad agency, according to LinkedIn.
These hires are the latest sign of Apple’s plans in advertising. At last year’s Cannes Advertising Festival, the advertising industry’s biggest conference of the year, the company had its largest presence to date, in contrast to its usually subdued presence at industry events. Apple has not commented on the matter.
Apple TV+’s advertising plans are generating a lot of interest and speculation. The company is the only major streamer with no advertising space, and with Netflix and Amazon recently launching their own advertising plans, Apple could eventually follow suit, with shows like “Ted Lasso” and “The Morning Many see it as inevitable that the ad will run alongside hits such as “The Show.” . ”
The company has already laid some of the groundwork, selling ads at MLS games in 2023. It is also seen as a potential rival for the vital NBA broadcast and streaming rights that are being negotiated.
In another clue about its advertising plans, Apple was also building a demand-side platform, software that allows advertisers to use automation to buy ads across the company’s ads and services.
Apple also raised its monthly price from $6.99 to $9.99 in October. This could pave the way for segmentation, allowing companies like Netflix and Amazon to offer cheaper ad-supported tiers for price-sensitive demographics.
For advertisers, Apple TV+ has the potential to reach a smaller but highly rated and affluent audience that was previously off-limits.
Apple, with a market capitalization of nearly $3 trillion, doesn’t need to sell video ads like Netflix or other pure media companies. Meanwhile, the company’s content budget was estimated at $7 billion last year, Moffett Nathanson said, and the question is how long it will support its entertainment business, or at least tolerate significant losses.
If it moves into advertising, Apple will need to give advertisers audience data on which to bet, without compromising its longstanding commitment to protecting customer privacy. “Some information will need to be shared,” the advertising industry veteran said.
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