Many iOS users are dreading the arrival of Apple's new full-screen, in app video aps later this year. Most people who use their iPads or iPhones on a regular basis have already had enough of the current in-app banner ads from the iAds mobile network. The prospect of having to watch full-screen video ads before being able to use or exit an app has many iOS users looking for the cheapest Android mobile device on the market.



Many are calling this latest venture Apple's attempt to tap into the lucrative TV budgets of big-brand advertisers. Brands will have the ability to re-purpose TV ads that they have already produced and use them to target users of mobile devices. Unlike the current ads from iAds, full-screen in-app video ads will be hard for users of iOS devices to ignore, so it is thought that the ads will be much more effective and thus more appealing to some of the big brand names.

No one is arguing that app developers need to earn a living and sponsored in-app ads are one way in which such developers can earn money for their work. However, do you really need to see full-screen, in-app video ads?

We do not yet know how exactly Apple plans to sell these new full-screen in-app video commercials, but there is a lot of talk online about an ad exchange auction. It is thought that many companies will be able to simply re-purpose their current TV ads for mobile viewing and thus eliminate the cost of shooting new commercials.

How effective these new ads will be is something that only time will tell. That said, companies who are thinking about buying these new ads are going to have to certainly consider the possibility that such ads could actually damage their brand if Apple's deployment of the ads severely hinders a person's experience of apps and iOS devices in general.