Apple is expected to announce a slate of European partners for its iAd’s mobile advertising this week. However, the accomplishment has come at a cost for the Cupertino, Calif. company. Along with two delays and some concessions on pricing, the same questions over iAd practices are following Apple from the U.S. to Europe. The European iAd launch will follow last week’s Japanese introduction with partner Dentsu.
Apple last week announced it would bring iAds to Japan in partnership with Dentsu
“Early adopters could include L’Oréal, Renault and Nestlé, with two or three campaigns running on iPhone and iPod touch apps in early December,” the FT warns, “most will not run until next year,” the report informs.
Advertisers are interested in getting through to the huge market of iOS device users. Despite the misgivings, advertisers are interested in gaining the attention of the growing number of consumers using mobile devices such as the iPhone, iPod touch and iPad powered by Apple’s iOS platform software. However, “enthusiasm has waned amid high prices for ads, a slow production process and client withdrawals,” the FT warned over the weekend.
As Apple expands its iAd program, it has upset some agencies by either developing its own content in house or initiating rules that agencies and some advertisers have found too limiting. Two of the initial 17 advertisers have pulled out of iAd to deliver their ads on the iPhone and iPad using alternative ad networks.
Apple is expected to take 21 percent of mobile advertising by the end of 2010, mostly at the expense of Google, Microsoft and Yahoo, IDC announced in September