Apple iAd set for UK December launch


Following success of its iAD service in the US, Apple readies mobile advertising service for UK and other European markets next month

Apple will launch its European iAd mobile advertising service next month in the UK and France, followed by Germany in January 2011.

Advertising clients at launch will include brands such as Renault, Louis Vuitton, LG Display, Unilever and Nespresso.

Since its launch in the US in July, Apple said it has signed over half of the  25 leading US national advertisers to iAd.

The product has a projected 21 per cent share of the US mobile display advertising revenue for 2010, according to research firm IDC.

Apple vice president of iAd Andy Miller said: “In just four months, we’ve doubled the number of advertisers on the network and thousands of developers now have a valuable new source of revenue.”

The launch comes with a warning from global business law firm Eversheds, which said the scheme had the capacity to backfire on advertisers.

Eversheds associate Sam Jardine said: “Smartphone operators and operators of user-intensive platforms and applications should plan advertising rollouts carefully, being mindful of user experience.

“No doubt Apple will have researched the mixed reaction among Twitter aficionados when Twitter launched its advertising model earlier this year.

“It could lead to a vicious circle, so operators need to be careful: if you get advertising and customer experience wrong, you lose customers. If you lose customers, you struggle to find advertisers.”