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New iPhone Ad Units Focus on Social, Search, Fresher Rich Media


Monetizing mobile play

To prepare iPhone app developers for the iPhone 3.0 OS, mobile ad platform AdMob announced three new types of ad units. Each boasts social, search and rich media merits, respectively, and will be available in July.

The new units:

  • Mobile Social Networking, which lets consumers access advertisers' social content from an ad, including their Twitter feed, Facebook page, Digg, MySpace account, Flickr photos, and Linkedin.
  • Search, whereby users can run searches within an advertiser's mobile site straight from an ad unit.
  • Multi-Panel Banner, which delivers multiple calls to action in one rich media ad unit.
  • Scrolling Canvas lets audiences access more information about a product or service without clicking away from the application they're on.
  • "All the hard work by developers to create great applications is a major driving force behind the massive growth in consumer usage of applications," stated VP/GM Jason Spero of AdMob, who said the company aspires to help developers "build a business model by making it easy for them to instantly monetize their iPhone applications."

    Interested clients may enable the new ads with AdMob's iPhone SDK (software development kit), available on the website. According to AdMob, the company has helped monetize over 1,500 iPhone applications, including BrainTeaser, SportsTap, and Tap Tap Revenge II. It reaches over half of all iPhone and iPod touch devices in the consumer market.

    AdMob raised $15.7 million in its third funding round late last year, bringing total investment capital to $34.3 million. In January it launched Download Tracking for iPhone Apps, which enables developers to monitor App Store conversion rates.

    A month prior, the company released a study that claimed worldwide iPhone wifi-based ad requests grew 52% month over month. iPhone enjoyed 6.3% share of global total requests and nearly 10% share of such requests in the US.

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