Apple Said to Bring Full-Screen iAds to iPhone and iPad

Apple has plans to add TV-like iAds on iDevices that will play full-screen automatically within apps, sources familiar with the matter told AdAge. This is a big change compared to the current status of iAds, as currently users need to click on the banner appearing in iTunes, for example, to see the video ad.

The people described these new video ads as “interstitials,” suggesting that they’ll interrupt whatever someone is doing in app. More likely the ads will play at moments of transition, like after completing a game’s level or finishing an article.

Apple unveiled iAds back in 2010, but for some reason this wasn’t the best product line they launched: The company has struggled to gain traction in the market. The change came last year, when the iPhone maker’s advertising team proved that it could open the wallet of big-budget brands thanks to iTunes Radio, which launched with iOS 7, having Nissan, Pepsi, and other advertisers on board.

Also, as part of the strategy shift, Apple has recently launched the rumoured ad exchange, but few details are available about it yet. As the company’s efforts show, Apple is looking to increase its ad revenue, and the TV-like full-screen ads seem to be part of this strategy. However, it is still unknown how the company plans to sell the video iAds or at what price.