iAd - back to basics... not.

iAd network, the Apple's publicity (mostly banner based) system for iPhone was planned to set new standards, technology patterns, and brand new open doors for agencies and clients... well, seems Apple's (latest) egocentric posture affected this lil baby too.

The iAd network was launched over month ago, Steve Jobs suddenly decided (as with Adobe's Flash) that there would not be any kind of platform or system to put advertising within an iPhone (eg. AdMob), reason? Well, they developed their own system, one they presumed was the RIGHT one for the iPhone... and of course, one that was controlled totally by Job's company.

They even made a small presentation for a Nissan campaign, and claimed over a $60 million booked campaigns from several other clients, tho a month has passed one extra company has launched appart from Nissan, Unilever. So, what could be happening?

Apparently Apple has insisted on getting involved in creating the ads, from inserting an extra Apple logo where there was no intentio by the agency to do so, or creating any expandable content, which means if you want to expand it... you can't do it, Apple would do. As many say, they probably do it to ensure their impeccably high standards are met, but that's again bullocks... it seems now that they will not just control the technology (flash, admob), they will try to control creative agencies! now... thats rubbish.

As if it wasn't enough, reports say that Apple's approval process for a campaign (yes... jussssst like the process to get an iPhone/Pad/Pod application authorized and distributed) extends over 2 months, if not longer, so... just imagine, how long would it take first to create and design a campaign? a reckon around a month... plus another month trying to Apple to meet the agencies creative standards, and from there a month or two to get it authorized... well Mr. Jobs, seems you do NOT know how the Ad business works, any media planner would go crazy and think twice before planning a campaign with your network.

The question then will be after allllll these issues... will it worth the hassle?
I say... no. Seems that the mobile industry will aslo be Apple's ego victim.
I don't doubt any campaign on iAd will be top of the industry, but as processes ask... few clients will have the patience, and will to get one rolling, Adroid the will benefit AGAIN from Job's sins