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Apple's tight grip on iAd resulting in delays, claim advertisers

Apple's tight grip on iAd resulting in delays, claim advertisers
Ad campaigns on iAd are reportedly being hit by delays as Apple looks to control all aspects of their implementation on the platform.

That's according to a report by the Wall Street Journal that claims advertisers have become frustrated with Apple's tight grip over iAd ever since it launched in July.

Holding all the cards

In what is a fairly unique set-up, Apple currently has a hand in the development of all ads on the platform.

Though advertisers largely retain control over the creative aspect of each campaign, Apple essentially handles how their pitch appears on iAd itself.

"It's a huge issue having Apple in the creative mix," director of mobile platforms at ad agency DraftFCB Patrick Moorhead told the paper.

It's an intrusion that advertisers believe is contributing to the average 8 to 10 week period ads take to appear on the platform, from brainstorming right through to completion.

It's also claimed Apple has been unclear as to just what HTML5 – the format in which the ads are delivered – is capable of, so advertisers are unaware of just what can and can't be achieved during the design process.

Bulging brands

Of the cluster of major brands and labels that gravitated towards iAd at launch, the Wall Street Journal reports that only Nissan – which saw its ad for its electric car, the Leaf, debut on day one – and Unilever engaged in campaigns during the platform's first month.

Both companies have given favourable accounts of their respective experiences with iAd, with Nissan's senior manager of media operations Chad Jacoby describing the platform as the most progressive set-up in digital advertising to date.

Further brands, such as Disney, Citigroup and US retail chain JC Penney, launched ads during August.

 

However, the Wall Street Journal claims Chanel currently has its iAd plans on hold.

[source: Apple Insider]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.

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