Mobile advertising platform rolls out with commercials from clients including Unilever, L'Or�al, Renault and Louis Vuitton
Apple is launching its iAd mobile advertising platform in Europe, starting with the UK and France next month and Germany in January.
The service, which offers advertising inside mobile apps on devices including the iPhone, will launch in Europe with commercials from clients including Unilever, L'Or�al, Renault and Louis Vuitton.
Apple has touted iAd, which will initially run on the iPhone and the iPod Touch, as a next-generation service that will finally open up the advertising potential of mobile devices, promising to "combine the emotion of TV advertising with the interactivity of internet advertising".
When Apple unveiled iAd in June it said it had already secured $60m in pre-bookings for campaigns, representing half of the total forecast mobile ad spend in the US for the second half of the year. The company estimates that the actual revenue take of completed campaigns on iAd will equate to 21% of the total US mobile ad spend this year.
"In just four months, we've doubled the number of advertisers on the network and thousands of developers now have a valuable new source of revenue," said Andy Miller, the vice-president of iAd.
However, despite the hype and potential of iAd, a report by the Wall Street Journal claimed that only two of the first 17 US advertisers managed to use it for a campaign in the first month following launch, with just three more in August. Problems cited included Apple's tight grip over the creative process.
Any issues there may be with Apple's control over the service do not seem to be affecting advertiser demand. Marc Menesguen, L'Or�al's head of strategic marketing, described the iAd as a "natural choice" for the company's advertising.
"We're thrilled by the quality, the interactivity and the depth of iAd's user experience," he said.
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Source: http://www.guardian.co.uk/media/2010/nov/18/apple-iad-mobile-advertising
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