Apple enters Europe’s mobile advertising arena

Apple announced the European launch of its iAd mobile advertising platform today.

Partnering with the likes of Absolute Radio, Unilever, L’Oreal and Renault, the service will bring what Apple’s CEO Steve Jobs describes as an “emotional” and “interactive” brand of advertising to iPhone and iPod Touch users.

Adverts will operate within mobile apps with interactive possibilities including anything from video playback to games.

Industry momentum behind mobile advertising continues to grow, and signs of Apple’s interest in making a play for leadership in this field has been evident since its purchase of mobile advertising rival Quattro in January.

The iAd venture will help Apple further capitalise on its ability to attract and keep more users with click-through adverts on iPhones than Google can with Android users.

Apple’s success since launching the iAd platform in the US in July means it is gaining ground on Google in the race for advertising revenue.

Although all is not lost for Apple’s competitors, according to the Wall Street Journal, which suggests that Apple’s entry into this emerging field has been beneficial for all, as it has attracted previously uninterested big players in marketing to mobile.

iAd will roll out in the UK and France next month and reach Germany in January 2011.