Adidas pulls $10m Apple iAds campaign after creative control row

Sportswear giant Adidas has pulled a planned $10m iAds campaign on Apple’s iPhone because of the technology company’s insistence on vetting creative. Adidas is also said to be unhappy with media placement and the (relative) lack of support for other third party serving tools.

Adidas follows Chanel in ditching iAds over Apple’s alleged control freakery.

When Apple CEO launched iAds to great acclaim in the summer a host of blue chop advertisers signed up but there have been many reports of frustrations with Apple’s demands. The attraction of iAds against other systems is that users can see the ads in an app without needing to connect to another browser. But some major advertisers are clearly coming to the conclusion that even this isn’t worth the hassle.

It’s a problem that Apple needs to resolve as iAds launches on iPads in November.

All this will be music to the ears of arch rival Google which owns the competing AdMob system which runs on its Android phones. These, which are also marketed by the likes of Motorola and Sony Ericsson, recently overtook iPhones in US handset sales.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.