It was recently reported that both developers and advertisers seem to be pleased with Apple’s iAd program. However, the Wall Street Journal is reporting that things have been going slower than some would like due to Apple’s “tight control” over the program, including the creation of the ads themselves. Of the 17 launch partners Apple […]
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iAds Aren't Being Released As Fast As They Could Be Due To Apple's Control Over the Creation Process

It was recently reported that both developers and advertisers seem to be pleased with Apple’s iAd program. However, the Wall Street Journal is reporting that things have been going slower than some would like due to Apple’s “tight control” over the program, including the creation of the ads themselves.

Of the 17 launch partners Apple named for iAd, only Unilever PLC and Nissan Co. had iAd campaigns for much of July. Of the remaining 17, Citigroup Inc., Walt Disney Co. and J.C. Penney Co. – which tied its campaign to the back-to-school-season – have since launched iAd campaigns and other companies are planning iAd efforts.

Part of the reason some marketers are experiencing delays in getting their iAds to market is that Apple has kept tight control on the creative aspects of ad-making, something advertisers aren’t used to, according to several ad executives involved with creating iAds.

The report goes on to say that the entire process is taking around 8-10 weeks, with Apple taking about two weeks longer than expected to create the ads.

People familiar with the matter said Apple underestimated how tough the new business would be and is still learning the best tactics for dealing with ad agencies. At the same time, ad agencies are struggling to keep pace with new ad technologies.

With Apple handling the production of the ad unit, agencies don’t necessarily know what it is capable of or how 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 so they can understand how it works.

So in the interim, Apple has launched iAd for Developers, which allows App Store developers to advertise their products. Apple is charging developers on 25¢ for each tap on the ad. That is a discount from the reported $2 per tap big name brands are being charged for the service.

In short, those who have had their ads on the program, seem to love it. Those that are still waiting are (understandably) growing tired.

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