• by Mark Walsh  @markfwal, September 10, 2008

Mobile ad network Millennial Media today unveils new ad units specialized for smartphones including the iPhone, BlackBerry, Windows Mobile devices and Google's forthcoming Android phone.

The new, rich media ads are intended to capitalize on the growing use of advanced devices to surf the mobile Web and consume ad-supported mobile media. "These devices are driving the growth of the mobile Internet," said Millennial President and CEO Paul Palmieri. "So it's very important that we offer ad units that are exciting for advertisers and provide a great return for publishers as well."

Millennial is the latest mobile ad company to introduce ad placements tailored to the iPhone and iPhone applications. Competing mobile ad networks including AdMob, JumpTap and AOL's Third Screen Media have come out with iPhone-specific ad units in the last couple of months.

For its part, Millennial's iPhone offerings include expanding interactive units and "carousel" banners, which allow visitors to scroll across ads to view various creative elements. The iPhone accounts for 120 million of the 3 billion impressions that Millennial's network serves each month.

For the market-leading BlackBerry, the company is expanding its ad offerings that encompass custom sites, landing pages and other post-click options. "The idea is to see site, sound and motion in the experience that people click through to," said Palmieri.

Windows Mobile ads will feature new mobile Flash creatives and ad-support capabilities through its partnership with mobile developer Mobopia. And for Google's Android-powered phone expected later this year, Millennial will offer ad units similar to those it is launching for the iPhone.