Adidas Drops iAd over Control Issues

| News

Adidas has apparently backed out of the iAd mobile advertising program because of Apple’s heavy handed control over ads. Sources familiar with the situation claimed Apple rejected three Adidas ad concepts, causing the shoe maker to walk away from the program in frustration, according to Business Insider.

Adidas had planned on spending US$10 million on its iAd campaign, and it isn’t the first company to pull out of the iAd program. Perfume maker Chanel backed out of iAd in August once it had enough of Apple’s attempts to control its mobile ad campaign.

Adidas Souring on iAd Program

Apple introduced iAd as an interactive advertising platform for the iPhone, iPad and iPod touch. The company touted the service as a better way for companies to draw in new customers because the ads would be more engaging and wouldn’t pull viewers out of the apps they were using.

Unfortunately, Apple’s strict control over the campaign ideas advertisers want to use has been a sticking point for many companies. The ad launch process has been slower than many companies would like, too, since Apple wants to build the ads for its advertisers.

Adidas representatives aren’t confirming or denying the reports that the company has pulled out of the iAd program. Apple spokespeople, however, have said Adidas is still in the program, but wouldn’t offer any additional information.

Even if the industry insiders are wrong and Adidas is still participating in the iAd program, it appears Apple’s demand to control individual campaigns is proving to be a sore point with potential advertisers.

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Comments

BurmaYank

Apple needs to do a killer Nike iAd campaign, now.

Otherwise, iAd will be pretty much trending towards DOA, because it will never overcome the obstacle of the clients’ initial resentment of Apple?s demand for strict control, as iTunes successfully did with the record labels’ resentment of it.

FlipFriddle

Hmmm. I wonder if we’ll ever find out any details about why things are getting rejected? Maybe they want stuff to take over the screen?

b9bot

Apple, get a clue and give a little slack here please. You have a good idea, don’t blow it by trying to do everything for everyone and not letting the advertisers use there ideas.
If they want to participate, then let them will you.

Bosco (Brad Hutchings)

Surprise. Steve Jobs is hard to work with. I’m sure it’s less about creative concepts than metrics and response. Creatives and brand managers get overruled all the time. When you drop $10 million for online ads and you want actionable data. Dollars to donuts, Apple is selling iAds as The Super Bowl times 10, and potential customers like Chanel and Adidas aren’t buying that unproven story.

FlipFriddle

The Business Insider article cites “scuttlebutt” (rumor) from “mobile execs” (no one from Apple or Adidas) as their sources. You can’t even call that journalism in the broadest sense. When there are facts about this, perhaps then it should be reported. All this report does is add another example that the profession of journalism online is dead.

Jonny

Wow, these comments are ridiculous!  Are you guys really so concerned with Apple’s well-being that you are trying to help Apple’s iAd service by giving advice?  These are ADs, people.  Who give’s a crap if it fails?

And if it succeeds, will it make you happy, proud, inspired by Apple’s genius?  They’re are just making more dough, off of advertising now instead of rip-off technology prices.  You certainly won’t be making a dime off this program.  What is your stake in this program??

The Apple-loving is so entrenched that fans are concerned about the possibility that the iAd program might fail…  Wow.

Intruder

Ummm… Maybe because they are stockholders?

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