Apple Inc. is facing some early challenges in its closely watched mobile advertising foray, with some ad campaigns experiencing delays as agencies attempt to learn the new system amid Apple's tight control over the creative process, according to ad executives.
Since launching its iAd mobile advertising service on July 1, Apple has been slow to roll it out. 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.
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That has made the creation of the mobile ads laborious, taking about eight to 10 weeks from brainstorm to completion—longer than normal for most mobile ads, executives said. The building of the actual ad, handled by Apple, in some cases is taking two weeks longer than expected, one person added.
"It's a huge issue having Apple in the creative mix," said Patrick Moorhead, director of mobile platforms at DraftFCB, an ad agency owned by Interpublic Group of Cos. Mr. Moorhead isn't working on any iAds.
At least one company appears to have dropped their iAd efforts for now. Luxury marketer Chanel SA, one of Apple's iAd launch partners, said it doesn't have a campaign planned at this time.
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