Apple to shutter Quattro and focus on iAd

Posted by Leah McBride Mensching on August 20, 2010 at 9:49 AM

Apple announced yesterday it will shutter its Quattro Wireless Network next month, and begin focusing its mobile advertising efforts on mobile ad network iAd, paidContent reported. On Sept. 30, "we will support ads exclusively for the iAd Network," created for the iPhone and iPod, the announcement stated.

Apple bought the Quattro ad network earlier this year for an estimated US$275 million. On its quattrowireless.com website, only a message remains, stating "We believe iAd is the best mobile ad network in the world, and starting next month we're going to focus all of our resources on the iAd advertising platform. We are no longer accepting new campaigns for the Quattro Wireless Network, and we will soon begin winding down existing campaigns."

Image: iAd for the Nissan Leaf, via YouTube

The note also describes advertising on iAd as a combination of "the emotion of TV advertising with the interactivity of the web, giving advertisers a powerful new way to reach mobile users."

Apple did not explain why it is closing Quattro in favour of iAd, but paidContent reasoned that it "seems entirely to be a resource decision," as iAd has been experiencing delays and having difficulty meeting all its commitments. "As a result, high-end luxury retailers, like Chanel, have decided to hold off participating. In contrast to iAd, before Apple bought Quattro, the ad network ran campaigns on all platforms," the article explained.

The Los Angeles Times reported last week that the campaigns that have been launched with iAd have been going well: "Nissan, which created a multilayer interactive ad for its electric LEAF car, said customers spent an average of 90 seconds with the ad -- 10 times longer than interaction times for comparable online ads. Moreover, people chose to "tap" on the Leaf iAd five times more frequently than they clicked on regular online display ads for the Leaf."

The interactive ad explains that iAds live inside the app, and doesn't send users to the browser, which makes for a seamless experience. Ads also use all the functionalities of the iPhone, allowing users to tap, spin and shake the ad for different experiences, such as viewing different sections of the car, changing its colour, or getting more information.