Apple is planning to add localized ad and broadcast radio stations to its iTunes Radio service in the coming months, according to The Information citing ad buyers who have spoken to Apple.
The move is aimed at putting the company in a better position to compete with industry leader Pandora by enhancing its advertising efforts and new contents. Since the launch of the iTunes Radio service last year, the company has been looking at ways to increase its revenue from the service as well as its reach.
In a move that strikes at the heart of Pandora’s advertising business, iTunes Radio is expected to enable locally targeted advertising later this year, according to ad buyers who have spoken to Apple. Apple may begin promoting iTunes with “house ads” on its iAd mobile advertising network, an unusual move for the company.
The company is also expected to advertise its iTunes content with “house ads” on its iAd advertising network. To get into the local market, Apple is reportedly in talks with various broadcasters including Cumulus Media which is the second largest operator of radio stations in America and serves around 150 million listeners in 110 metropolitan areas.