2023-05-25 19:38:54
We have previously seen the Apple on the side of the winners in Cannes Lions, award destined to the highlights of the world market. Even two Grand Prix have already been taken by Apple, the HomePod campaign and the Today at Apple.
However, at this year’s event (which will begin on June 19thin France), the company will be present not as an award winner, but to strengthen itself in the ad sales. Unlike previous years — when company executives tried hard not to be noticed — the company’s delegation should go far from being “invisible” in the 2023 edition of the ceremony.
According to Business Insider, representatives of the Cupertino giant have already rented space at the top of the prestigious Carlton hotel. There, executives should be received and meetings centered on the theme of advertisements in areas and services such as Apple TV+, Apple News, applications, among others, should be organized.
Apple’s plans to expand into the market are not new. In February of this year, the company hired an executive dedicated to this purpose, specifically in its movie and series streaming service — which might win ads this year, as well as who knows what will happen with the Maps app in the future.
The company, however, will face challenges to establish itself in the area, considering the fierce competition and players as YouTube, Disney e Netflix. It will also be necessary to work on some issues that can become obstacles when negotiating with advertisers, requiring greater flexibility in the negotiation and execution stages.
The issue of privacy also comes to the fore, a point that is likely to displease many groups of people. Features like App Tracking Transparency (App Tracking Transparencyor ATT) are not well regarded by advertisers, while making data management too flexible can undermine Apple’s image in terms of privacy, in addition to causing legal problems.
The company will still have to deal with other important problems, such as its low range compared to its competitors. Even so, promises to be a considerable source of income for the company: only ads on the App Store, launched last year, should generate $8.7 billion this year, even though they displeased users at first.
Seeking to increase and diversify revenue, the company appears to be strengthening in the area, which might generate up to $30 billion, according to Evercore ISI. There is even speculation that this more pronounced presence at Cannes Lions may be an indication that something in the area will be announced at WWDC23. In any case, Apple’s investments in this sector are remarkable.
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via MacDailyNews
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