Greystripe is now offering advertisers the ability to target the iPhone audience for the first time through rich media ads, including Flash IAB medium rectangles and game-in-game advertising -- or "tailgate" ads.

The ad-supported applications and games network has made marketing to the iPhone mobile audience turnkey for agencies, digital media buyers and brands by supporting online ad servers like Google's DoubleClick and Microsoft's Atlas. Brands like Jeep, RadioShack, New Line Cinema, Rock the Vote and Yahoo have advertised on Greystripe's mobile platform.

"Our vision is to make it super simple for brands to buy mobile," said Michael Chang, cofounder/CEO of Greystripe, San Francisco. "Our new rich media formats make it as simple as checking a box to take an online Flash creative and deliver it onto the iPhone."

Greystripe is looking to address the lack of advertising standardization in mobile by committing to IAB online formats.

In an effort to make it easier for the online media buyer to purchase mobile, Greystripe has brought Flash creation tools to the iPhone.

One of Greystripe's new ad formats is GS.Impact, which offers the functionality of Flash on an iPhone, allowing brands to extend any online advertising campaign directly into mobile.

The other new ad format is GS.Tailgate, which offers the ability to create miniature advertiser-branded games in Flash and place them before, during or after existing iPhone games.

"The GS.Tailgate ad is something truly special and completely revolutionary," Mr. Chang said. "We are now able to deliver for the advertiser a completely branded game as if it were trafficked like an ad into our network of iPhone games.

"This gives them the engagement they always wanted with a custom game and the immediate reach that only a network can give them," he said.

Actions for all of Greystripe's ad formats include branding, click to YouTube, iTunes, maps, App Store, data, call, audio, survey and canvas.

These types of advertising will be served in all of Greystripe's iPhone games.

Greystripe's goal was to solve the serving, reporting, third-party tracking and ad creation problems that have been a challenge to the mobile advertising industry since its inception.

An April 2008 Screen Digest report forecasts that the market for rich media advertising on mobile will reach $2.79 billion by 2012.

Screen Digest also predicts that by 2012 more than 60 million ad-funded mobile games will be downloaded per year worldwide.

"We have broken down all of the barriers in making mobile a mainstream ad medium," Mr. Chang said. "Advertisers are now able to purchase, traffic and report campaigns in the same ways they do online.

"Delivering flash advertisements on the iPhone has been in huge demand ever since the launch of the App Store and the 3G iPhone," he said. "We just announced the new products and, thus far, interest has been viral."