Developers of iPhone ads are getting some new toys to play with just in time for the update of the iPhone operating system. Mobile ad network firm AdMob is introducing a new set of iPhone ad formats for social networking, search and rich media to coincide with the upcoming release of the iPhone 3.0operating system.

The newest version of AdMob's iPhone software development kit is coming out Friday, with the new ad units becoming available July 1.

As mobile advertising and social networking continue to gain traction in terms of market reach, it make sense that brand managers would want to increase the ways they can capitalize on the success of the iPhone platform.

As smartphones continue to post steady sales gains, the mobile advertising industry is seeing wider adoption by consumers. In the U.S., 38 percent of mobile phone owners recall seeing advertising on their cell phones in the first quarter of 2009, although for smartphones, 59 percent recalled seeing mobile advertising, according to the quarterly Brightkite-GfK Technology Mobile Advertising Report.

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