iTunesRadio Poaches Michael Pallad From Cumulus

Michael Pallad

Apple's iTunes Radio has poached a top radio ad exec as it prepares to offer the service widely to advertisers in 2014, according to AdAge.

Former Cumulus Media executive VP-sales Michael Pallad is now overseeing ad sales for iTunes Radio internationally, according to people familiar with the matter.

Pallad started with Apple on December 2.  His 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.

Apple launched music streaming service iTunes Radio in September with a handful of category-exclusive launch advertisers, such as Nissan, Pepsi and Procter & Gamble. Those initial deals expire at the end of this year, when Apple will begin pitching the service more broadly to brands. The initial campaigns included audio, video and display ads that air between songs.

Like everything Apple has tried in advertising, it's going out with ambitious pricing, reportedly looking to sign 12-month commitments that are worth at least $1 million apiece.

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