Last Thursday Steve Jobs announced a whole raft of new things Apple, a new operating system (OS 4) for iPhone and iPod touch and most notably the launch of Apple's own ad hosting and serving process, giving brands / developers greater freedom to monetise apps by easily building richer ads into them. Ads that go beyond our usual definition levels of interaction and engagement.
Here's a video (9 minutes long) that demonstrates Apple's approach. If you are short of time, skip forward to about 4 minutes in, but I'd recommend sparing the 9 minutes if you can. Steve Jobs makes lots of the points I've been making for ages, people use mobile devices differently, so you need to provide content in different ways, and understand that people will access it in different ways too.
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