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.