Leading ad agencies agree on common mobile apps platform

Just as Apple and Google squabble over restrictions surrounding the new iAd platform with Apple refusing to support Google's Admob, 10 European ad agencies have agreed to use a technology platform provided by Grapple Mobile to develop mobile apps for devices other than those promoted by the two juggernauts.

The agencies, which include Ogilvy, LBi and McCann, have been motivated to sign the deal to improve their ability to publish content on mobile devices other than those based upon the iPhone or Android.

Jethro Ferguson, OgilvyOne's head of digital, said "Clients are aware of the increasing opportunity presented by the mobile channel and are keen to enter this space. However, it has been a lengthy and expensive process, often only targeting the iPhone audience, which offers limited scale."

According to Grapple Mobile's CEO, Alistair Crane, its platform can optimise mobile apps to run across 450 handset models using a variety of operating systems. "Until now there has been a blinkered approach to developing apps, with a heavy focus on the iPhone."

Apple's iAd platform is already said to have attracted US$60 million in major advertising commitments, and is being touted as having the potential to claim nearly half of the entire mobile advertising market share by the end of 2010.

Google's anger has been triggered by Apple refusing to support AdMob--recently acquired by Google, and the largest mobile advertising firm in the world.

For more on this story:
- read New Media Age

Related stories:
O2 Germany first with ad financed service
Future of Vodafone's mobile ad unit in doubt; launches Android app store
Telefonica selects global mobile ad platform
Mobile advertising--battle lines are drawn

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