Earlier in the week, I wrote about how AdMob, Google and Developers seem best poised to monetize iPhone Apps ...instead of Apple. Now AdMob is demonstrating that monetization can uniformly move beyond Applications and across all of the browsing / web-based utilities that the iPhone enables. AdMob has released a suite of iPhone specific real estate / ad units - and the interactivity is far better than the mobile text ads that are rendered through the Blackberry, sit across many sites and/or are used by Applications like Sports Tap (who uses Google). The question is how much rich inventory currently exists for these formats? Asking advertisers to produce a new 'standard' of creatives is always difficult and a potential bottleneck.
I love AdMob's approach: universally release the new ad units and showcase the formats in a simple, well presented video that coincides with MobileBeat 2008. I am excited about the innovations coming out of AdMob and companies like Twitterific and the New York Times who are creatively integrating ads into their popular iPhone applications.