Advertisers line up for iAds European launch but will consumers be as keen?

It sounds like

another triumph for Steve jobs as advertisers sign up in droves to Apple’s iAds mobile advertising platform as it prepares for its European launch, but it will be interesting to see if the punters are just as keen on something that while superficially attractive might ultimately be seen as yet another irritating form of direct marketing.

The platform delivers targeted interactive ads to iPhone4 and iPod Touch users without them having to close the app they are using, and so it allows Apple to monetise free apps and share the revenues, with 60 per cent going to developers.

The first retail partners to use the platform include L’Oreal, Renault, Unilever, Perrier and Absolute Radio, whose chief operating officer Clive Dickens is a keen advocate of the system. He reckons the iAds will combine the emotion of TV ads with the interactivity of digital advertising and points out that of course there will be no wastage.

It all sound just dandy but will there be a saturation point for today’s European audiences. However tuned-in 24/7 they are, they may be less keen than their American counterparts on receiving commercial messages every moment of the day?

We’ll soon start to find out.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.