Several brands including Ford, Land Rover, Jaguar and Universal Pictures' "The Mummy: Tomb of the Dragon Emperor" have announced new advertising campaigns for the iPhone 3G.

All of the ads will run specifically on AdMob's newly launched iPhone ad marketplace. Electronic Arts, vsnax, Stitcher, Loopt, Shozu, AccuWeather.com, MovieTickets.com, Mippin, Flirtomatic and Loopt have also launched campaigns.

"Traditionally, we have served banners and text ads on the mobile Web," said Jason Spero, vice president of marketing at AdMob, San Mateo, CA. "But because the iPhone has all these integrated applications, we've decided to take advantage of the richness of the environment.

"The new ad units are banners but sized bigger," he said. "Overlaid on the banner, we have an action icon that will tell users what happens if they click on the ad."

The ads blend graphical display with one of eight iPhone-specific actions that take advantage of the integration of applications on the handset.

This integration allows for one-click access to iTunes, App Store, recorded or streaming audio content, maps, relevant locations near that user and the Web.

The new ads include brand and performance formats that will work in both the browser as well as applications built for the iPhone.

"What we did with Universal's 'The Mummy' is the ad is designed to flip so that users interacting with it don't have to leave the application environment," Mr. Spero said. "On the back of the ad is the option to watch the trailer for the movie.

"I think this is the first really interactive mobile ad because it engages the user, without disrupting what they were doing," he said.

AdMob also announced that it will give $1 million in advertising to developers to promote their iPhone applications, sites and services.

AdMob said it is launching the developer program to fuel the growth of a new wave of mobile publishers.

The company is no stranger to iPhone advertising.

AdMob launched its first iPhone-specific ad unit in September.

The mobile ad network served 51.8 million iPhone ads in June alone. More than 1,000 of AdMob's 5,500 publishers served iPhone ads in June.

"The iPhone audience is comprised of early adopters and high net worth individuals that are relatively well off," Mr. Spero said. "They are between the ages of 20 and 30 and they are an attractive audience for advertisers."