iLounge

Apple is expected to announce the first brands to use iAds in Europe later this week, according to a new report. The Financial Times reports that Apple has twice delayed the launch of its iAd mobile advertising platform in Europe, and has in some cases been willing to discuss taking less than its $1 million minimum spend in order to attract better brands as advertisers. “Apple is in a weaker position than you’d think,” said one media agency’s digital leader. According to the report, early partners for the European launch could include L’Oréal, Renault and Nestlé, with two or three campaigns running in early December, and more planned for 2011. Last week, Apple announced a partnership with marketing firm The Dentsu Group to expand Apple’s iAd mobile advertising platform to Japan early next year; no such partnership for Europe is mentioned in the report.