Apple hires Omnicom CDO as head of iAd EMEA division
Thursday, March 28, 2013 @ 10:47am
| Apple has hired Paul Wright -- formerly chief digital officer for the Omnicom Media Group -- as its new head of iAd operations for Europe, the Middle East, and Africa, writes The Drum. Wright was with OMG for roughly a year. He has also worked for firms such as British broadcast/telecommunications firm BSkyB, where he handled various business development and sales tasks, and at Mobile Interactive Group, where he served on the Advisory Board.
iAd has generally failed to live up to Apple's original expectations. The network was originally promoted as a high-profile, high-cost mobile marketing option, initially requiring a minimum $1 million buy. Advertisers began complaining about Apple's strict demands however, and some early clients pulled out. In response Apple began shrinking the minimum buy, first to $500,000, then $300,000, and finally to the current $100,000. The company has also raised the amount of money app developers receive from iAds from 60 to 70 percent.
Cost and design restrictions haven't been the only issues. iAd is also exclusive to iOS, which can be unappealing next to other options like Google's AdMob, which tend to be multi-platform.