AdAge says Pallad started at Apple on December 2nd and is now overseeing ad sales for iTunes Radio internationally.
Mr. Pallad's appointment suggests that Apple plans to make a stronger play at the $1.56 billion U.S. digital radio advertising market, as estimated by eMarketer. One media buyer said the executive should gain traction quickly among agencies.
Pallad's hire "seems like a big bet for [Apple] on going after the radio advertising audience," said DigitasLBi senior VP-media Adam Shlachter. "To have someone at the helm with that much experience and connections [Mr. Pallad] must have and the knowledge he would bring to the party, it will only help to continue to make the case for [iTunes Radio] as a viable alternative or a considered part of the mix given the volume of streaming audio consumed."
iTunes Radio is available on the iPhone, iPad, iPod touch, Mac, PC, and Apple TV. It offers access to more than 250 DJ-curated and genre-focused stations which evolve based on the music you play and download. It's said that Apple is looking to sign 12-month advertising commitments worth at least $1 million each.