I was recently asked by Mashable to provide commentary about the pros and cons of Apple News and the rest of the publisher news ecosystem such as Facebook’s Instant Articles, Snapchat’s Discover, etc…
Mashable: How do you see Apple News (and by extension iAds) competing with Facebook Instant Articles or Snapchat Discover? What does it offer that they don’t? What are its shortcomings as far as what marketers are looking for?
Tom Edwards: The cache of Apple and the relevance of the content will create momentum upon launch. Publishers interested in reaching the iOS user, especially with the pending iOS9 ad blocking, will be open to testing on Apple News and looking to maximize the 3 iAD ad types to their fullest. Depending on the audience, brands do like the flexibility of the larger iAD format, which is essentially a blank canvas and Apple is continuing to evolve their targeting/retargeting capabilities.
One of the key adoption challenges for Apple News is that it is a stand alone application vs. integrated into the existing platforms such as Facebook’s Instant Articles and Snapchat’s Discover. It will require additional shifts in behavior to move eyes from the applications they are already engaged within.
What I like about Facebook instant articles is the ability to create interactive experiences that are contextual for users and provide publishers with a custom experience backed by Facebook’s ad targeting capabilities. Facebook is now extending the best practices of instant articles to their advertising product by testing mobile ad units to compete with iAds blank canvas.
Follow Tom Edwards @BlackFin360