Apple’s Strangling iAds With Creative Control [Iads]

Apple’s iAd platform is here, but the advertisements themselves are still few and far between. In step with the WSJ, Apple’s like to closely control the creation of the ads has slowed their arrival.

WSJ notes that of the 17 partners Apple named at launch, only two, Unilever and Nissan, had iAds for the greater element of July, and only three more have launched ads since. The slow start could be attributed partly to what Apple promoted as one of several platform’s advantages: highly-polished, well-produced ads.

Ad executives say that Apple has kept an exceptionally tight control on the creative aspects of the ads, that’s making them take longer to create than traditional mobile ads. One ad executive (who isn’t making ads for Apple’s platform) says, ” It’s a major issue having Apple within the creative mix.” And having them within the mix appears to be like something of a sarcasm:

With Apple handling the production of the ad unit, agencies don’t necessarily know what it’s capable of or easy methods to use the technology, one ad executive said. The iAd is designed in HTML5 technology, and Apple has yet to distribute a ” developer kit” to agencies on the way to know the way it works.

In addition, Apple doesn’t tell marketers where their iAd is appearing, leaving advertisers are searhing for their ads, said people conversant in the process. Apple does allow marketers to assert where they don’t want their ads to look and gives data about user behavior inside the iAd. It doesn’t allow marketers to position their own measurement tags in iAds.

Still, Nissan has said that their campaign has driven ” exceptional results,” and presumably Apple and ad agencies will find an equilibrium that permits for a freer flow of ads in coming months. Thank goodness! [WSJ]

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This post is tagged: Apples, control, Creative, iads, Strangling