Apple makes way for iAd arrival in Europe


Apple Inc. has already grabbed at least 20% of the mobile ad market in the United States with its iAd platform and now it appears ready to launch the service in Europe.
Apple has been met with less enthusiasm for the service in Europe and has twice delayed the launch. The company had to eventually lower the cost of campaigns to less than $1 million to attract big names, according to Financial Times.
Most of the new campaigns are not expected to run until next year, but it highlight’s Apple newcomer status in the advertising arena and contrasts markedly from its pre-launch experience in the United States. Prior to launching the service, CEO Steve Jobs said the company already had $60 million in commitments from advertisers.
Though it hasn’t been all roses for Apple since. Chanel fled from the platform after it grew tired with Apple’s unmatched control over the creative process. Adidas also cancelled plans to launch a campaign. In addition to concerns over control, reports have surfaced about the longer timeline that Apple takes to launch a campaign.
Still, Apple is moving forward with plans for global expansion of the service. Last week it announced plans to bring iAds to Japan in partnership with Dentsu.

About Author

Matt Kapko

Former Feature writer for RCR Wireless News
Currently writing for CIO
Matt Kapko specializes in the convergence of social media, mobility, digital marketing and technology. As a senior writer at, Matt covers social media and enterprise collaboration. Matt is a former editor and reporter for ClickZ, RCR Wireless News, paidContent and mocoNews, iMedia Connection, Bay City News Service, the Half Moon Bay Review, and several other Web and print publications. Matt lives in a nearly century-old craftsman in Long Beach, Calif. He enjoys traveling and hitting the road with his wife, going to shows, rooting for the 49ers, gardening and reading.