Apple launches new iPhone mobile advertising platform

Apple has unveiled the latest iPhone operating system, featuring a new mobile advertising platform which it says “combines the emotion of TV ads with the interactivity of web ads”.

Called iAd, the new platform runs full-screen video and interactive ad content without making users leave the app they are using and go to a web browser.

Apple said in a statement: “Today, when users click on mobile ads they are almost always taken out of their app to a web browser, which loads the advertiser’s webpage. Users must then navigate back to their app, and it is often difficult or impossible to return to exactly where they left.

“iAd solves this problem by displaying full-screen video and interactive ad content without ever leaving the app, and letting users return to their app anytime they choose.

“iPhone OS 4 lets developers easily embed iAd opportunities within their apps, and the ads are dynamically and wirelessly delivered to the device. Apple will sell and serve the ads, and developers will receive an industry-standard 60% of iAd revenue.”

Announcing ther new operating system in California yesterday, Apple CEO Steve Jobs said: “iPhone OS 4 is the fourth major release of the world’s most advanced mobile operating system.

“We’re delivering over 100 new features, including multitasking, folders, a unified inbox, deeper Enterprise support, and an iPhone version of our iBooks reader and online iBookstore.”