Some would argue that Apple’s iAd initiative has failed to get significant traction, and might wonder whether it means anything particular, other than that Apple has not immediately been able to show its ability to reshape yet another industry. One way or the other, Apple has not shown sufficient value to get many advertisers to move budgets.
Maybe the issue isn’t necessarily Apple’s prowess in the advertising business. The mobile advertising business remains quite small by overall industry standards. Of the possibly $600 billion U.S. advertisers spent in 2010, about $48 billion was spent on all forms of digital media.
Marketers invested a total $47.6 billion in digital advertising and marketing in 2010 according to the Jack Myers Media Business Report. 2020 Vision: Media, Advertising and Marketing Economic Health Report 2000- 2020.
Perhaps the biggest upside could come if mobile advertising comes to be seen as the best form of local advertising, rather than national campaigns. Google would like that, even if Apple probably would not.