Print 12 comment(s) - last by Disenchanted.. on Jan 5 at 10:19 PM

Apple looks to get into mobile advertising space

For years the battle for supremacy in the online advertising market has raged with Google being the clear leader in the market. A new battlefield is now set for a war to determine who holds the majority of the mobile phone advertising market.

Right now, there are a number of small providers that each hold a relatively small amount of the mobile advertising market. Google fired the first salvo in the battle to gain supremacy when it agreed to purchase AdMob for $750 million. The FTC threw a wet blanket on the Google party though when it made a second request for more information on the planned purchase to ensure there would be competition if the deal went through.

BoomTown reports that sources have confirmed to it that Apple has offered to buy AdMob rival Quattro Wireless for $275 million. The official announcement of the deal could come as early as tomorrow. Neither Quattro nor Apple has offered any comments on the proposed purchase.

Boomtown reports that Quattro has raised about $30 million from two investors so far -- Highland Capital Partners and Globespan Capital Partners. Currently, Quattro's largest clients are Ford, Disney, and the NFL. You can bet other companies are greedily eyeing the purchase of mobile advertising firms to try to grab their piece of this potentially lucrative pie.

Updated 1/5/2010

Andy Miller has just confirmed the purchase of Quattro Wireless by Apple. Miller, who was the CEO of Quattro Wireless, is now a VP for Apple. Miller released a statement on Quattro Wireless' website detailing the move:

Happy New Year from Quattro Wireless!

We are thrilled to let you know that Apple has acquired Quattro. We want to share with you our excitement about this news and what it means for our customers.

We have built our business by enabling advertisers to reach the right consumers across the mobile web and in applications. We remain focused on delivering more engaging, relevant and useful ads to mobile devices, and improving the measurement and execution of digital campaigns. Together with Apple, we look forward to developing exciting new opportunities in the future that will benefit our customers.

For now, the offerings and services you receive from Quattro Wireless will not change. We will continue to operate the Quattro Wireless network across all devices and platforms. Your client and support teams will remain the same, and you can continue to expect the world-class service we are proud to deliver to our customers.

We look forward to working with you during this exciting time.

Andy Miller
Vice President, Mobile Advertising

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RE: Always thought they should purchase Sirius
By mcnabney on 1/5/2010 12:49:14 PM , Rating: 2
Satellite radio is really designed for the few consumers that spend a lot of time on the road. It allows that person to listen to their favorite channel all day long instead of hunting and pecking at their radio as they move from one state to another. A nice feature and worth the money, but the market really isn't that big for it. Between podcasts, portable media devices, and just plain old CDs and mix-disks, there really isn't room for a must-have product that Sirius/XM thought they were rolling out.

RE: Always thought they should purchase Sirius
By RjBass on 1/5/2010 4:41:08 PM , Rating: 1
I disagree. People don't listen to or pay for satellite radio if they don't need it, that much is obvious. But many people would actually really enjoy it much more then their standard FM radio if they only knew how much better then FM it is.

I have been a Sirius subscriber for the last 4 years and as long as they are in business I will never go back to FM radio or HD Radio.

Unfortunately I had to do that for a couple weeks last month when I my old Sirius radio went dead. I was forced to listen to the standard FM dial in Kansas City and unfortunately in a Midwest city like KC, The regular FM dial is just terrible. There was only one station that was half way decent, but it was loaded down with commercials and garbage that I didn't care about. With Sirius I get so much more music, with no commercials and I never have to find new stations when I drive out of the area. My Sirius stations always follow me. I have never been more happy with an electronics item I have purchased for my vehicle then I have been with Sirius.

I realise that I am a rare example, but everybody I know who also has Sirius feels the same.

By TheEinstein on 1/5/2010 7:57:23 PM , Rating: 2
I am an Over-The-Road truck driver, and I cannot live this life without Sirius...

I personally hate local stations because they have a 1 minute of music for 1 minute of ad space in some regions, play music combinations that are not what I wish to listen to, and have crappy morning shows that are not worth even being for free.

That and you travel 20 miles and they go pure static on you. Let alone 600 miles in the day...

If only Rush Limbaugh would get on Sirius I would be set forever.

By Alexvrb on 1/5/2010 8:14:20 PM , Rating: 2
A lot of people bash satellite radio left and right. But I know at least two people that swore they'd "never pay for radio", who purchased cars with free XM trials, and they're hooked now. It's not perfect, but it is nice to have.

By Disenchanted on 1/5/2010 10:19:32 PM , Rating: 2
Is it bad that it took me three times reading "mix-disks" to realize what you were saying? I thought it might be mini-discs, or something, then I realized you meant mix tapes. Oww, my aching bones...

"It's okay. The scenarios aren't that clear. But it's good looking. [Steve Jobs] does good design, and [the iPad] is absolutely a good example of that." -- Bill Gates on the Apple iPad

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