Apple has twice delayed the European roll out of iAd, the Financial Times suggests, because agencies are balking at the US$1 million minimum meant to attract top names. One anonymous advertiser said that many still see iAd as "experimental," and are hesitant as a result. "Clients don't really take [iAd] that seriously yet," he said. "It goes in the experimental category, along with most of the rest of mobile advertising."
Meanwhile, the Wall Street Journal suggests the opposite; Apple's efforts have given an across-the-board boost to mobile advertising.
Good luck to Apple and its partners in Europe.