No more Quattro Wireless, it’s iAd all the way

Apple has firmly put their eggs in the iAd basket by announcing that the Quattro Wireless advertising network will cease at the end of Sept. In a statement on the Quattro site they say ‘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’. Apple clearly has a lot of faith in iAd and has reported some positive results from early advertisers. That said, there have been a number of criticisms of iAd both on a technical level, and the cost of using the network.

With Quattro going, their 7% share of the mobile advertising market will be up for grabs to the other players – my money is on Admob/Google taking most of that share.

Mobile advertising set to rise in Europe

Following on from the IAB’s report into mobile advertising the UK, research firm First Partner has both confirmed those findings. They have also predicted that mobile advertising in Europe will be worth £1.1 billion by 2014.

The UK currently leads in mobile advertising with a spend in 2010 of £20.3 million. That’s small fry compared to other channels, but it is predicted to rise by 33% across the whole continent. As we see yet further increasing penetration of smartphones, mobile advertising is likely to take a more significant place as a marketing channel. Read more here.