toggle

AAPL Stock: 95.6 ( -2.55 )

Printed from http://www.macnn.com

Apple controls impede progress of iAd campaigns

updated 12:20 pm EDT, Mon August 16, 2010

Production taking weeks longer than usual

Apple's insistence on controlling output -- combined with the task of learning the platform -- is severely affecting the rollout of iAd campaigns, according to several ad executives. The Wall Street Journal notes that of 17 official launch partners, only Nissan and Unilever had iAd campaigns for much of July. Since then, only Citigroup, Disney and JC Penney have joined the fray. Others are still in planning.

Apple is said to be maintaining tough control of the creative aspects of ads, imposing restrictions not normally seen in the industry. The result is extended delays, with spots taking approximately eight to 10 weeks to finish, longer than usual for mobile advertising. Some ads have taken as much as two weeks extra to complete, one source says.

Beyond expense and inconvenience, the situation has already produced a casualty in the form of Chanel, which was originally promoted as a launch partner but now says it does not have any iAd campaigns planned. Sources say that Citigroup is one of the companies that has been experiencing delays. Officially, the financial institution says it is "taking a phased approach and working closely with Apple to ensure everything is working properly."

Some of the Journal's sources claim that Apple underestimated how difficult the advertising business would be, also suggesting that the company has yet to learn how to cope with ad firms. Because agencies aren't yet allowed to handle production themselves, some are said to be unfamiliar with the limits of iAd or how to use it. No SDK for the platform is available, and while Apple does provide data on user behavior and options to restrict where an ad appears, there is no way to pinpoint where and in which apps an ad is appearing.

Apple's in-ad app downloads are believed to be a stopgap solution for the lack of formal campaigns, giving developers simple banners which can be used to push their own titles. Under the "iAd for Developers" program, promoters are allegedly being charged 25 cents per ad tap. This represents a sharp reduction from the $2 for a normal campaign.

Some positive outcomes are nevertheless reported to be stemming from iAd. Nissan says that it has had "exceptional results to date," with a spot for the Leaf generating five times the clickthrough rate of a web campaign. One source alleges that over 10,000 developers signed on as iAd participants in July.

Beyond the handful of launch partners, other advertisers now on board include Dictionary.com, buying service Groupon, and myYearbook, a social networking service.








by MacNN Staff

POST TOOLS:

TAGS :

toggle

Comments

  1. FireWire

    Joined: Dec 1969

    +3

    ??

    2$ per click??? what the h***!

  1. wrenchy

    Joined: Dec 1969

    -1

    *sigh*


    Does Apple have to copy everything Google does?

    Another iFail in the making.

  1. testudo

    Joined: Dec 1969

    +2

    What?

    Because agencies aren't yet allowed to handle production themselves, some are said to be unfamiliar with the limits of iAd or how to use it.

    So the only way to advertise on iAd is to get Apple to produce the ad? Well, of course it's going to take forever. You know how anal apple is about how everything looks and sounds. They want to make sure all the ads follow some undefined and arbitrary 'standard' of look and feel.

  1. iphonerulez

    Joined: Dec 1969

    0

    There are always going to be pricks

    that are never satisfied. Everything has to be done yesterday. Those ad agencies are filled with bunches of characters from Ugly Betty. I say that the dissatisfied louts should just drop Apple and run to Android's AdMob platform and see if they get better results. If they're bitching this early in iAd's development, then they really should go elsewhere. If Apple can hold onto just half of those that signed on, it should be good enough for a start.

    Apple's retail business could teach some of these companies a thing or two about making money. A rocky start can still bring about good results. If they'd just chill out and take some time to work out the kinks, they might get some decent results. If they think they can do better on their own elsewhere, then they're welcome to try. It'll be like iTMS all over again. They'll fall on their asses and come back begging Apple for help. Man, I'd love to see them deal with Google's expertise. Any new venture is going to have some teething problems.

  1. testudo

    Joined: Dec 1969

    +1

    Re; There are always going to be pricks

    that are never satisfied. Everything has to be done yesterday. Those ad agencies are filled with bunches of characters from Ugly Betty.

    Yeah, how can they just not understand that if you want to advertise on Apple's device, you need to do everything Apple's way. What a bunch of idiots and losers they are!

    Unless, of course, the ad agency is on a deadline for a product that has release data and ad campaign all mapped out, and then the iAd part of the campaign gets completely screwed over because of Apple's delays. They should just push back the release a couple of weeks until Apple can get everything in order.

    If they're bitching this early in iAd's development, then they really should go elsewhere. If Apple can hold onto just half of those that signed on, it should be good enough for a start.

    Yes, it isn't an Apple problem. This isn't anything Apple should be listening to, trying to figure out what their customers want. Nope, it's the customers' problems for complaining. Don't they realize things would be done already if they just let Apple do their campaign how they want and let it be done with at that?

  1. Flying Meat

    Joined: Dec 1969

    0

    Please Apple.

    We want low rez images blown up and saved as 6 color pantone elements weighing in at 12 gig.

    Just let the professionals do it. Let them create their own ugly slow to load craptacular ads. The free market will surely weed them out, right?

Login Here

Not a member of the MacNN forums? Register now for free.

toggle

Network Headlines

toggle

Most Popular

MacNN Sponsor

Recent Reviews

SMS Audio Sync Sport on-ear headphones

When hitting the gym or going out for a trail run, headphones can cause a number of problems. From the ear buds getting slimy with swe ...

Adesso Xtream S3B Bluetooth speaker

Finding a speaker purpose-built for a specific need is challenging. Even when a Bluetooth speaker can be paired with a mobile device, ...

JBL Synchros E40BT headphones

For all the different configurations of headphones on the market, it's always a tough choice for buyers to get something that is just ...

toggle

Most Commented