I would thoroughly expect the recently announced iAd platform Apple launched at iPhone OS 4 developer preview is going to force mobile advertising into the same echelons as search engine advertising, possibly above. Whereas the current mobile advertising is focused around accountability, very much like current search ads, iAd looks to create rich user experiences that invoke emotion and stimulate desire. It also offers brands the opportunity to add a dimension of personality to their product or service.

The fact that companies are now creating intelligent ways of distributing brand messages makes me so happy and excited that I decided to persue a career in marketing and adveertising. iAd, Digg Ads and Twitter COO has said that their new platform

“It will be fascinating. Non-traditional. And people will love it… It’s going to be really cool.”

and thats exactly how it should be. Businesses need to be more aware of how to build a model thats going to sustain them rather than worrying about short term profits because that’s just self destructive. Perhaps this new era of management is a result of the recession, I’ve read in a few places about how a recession acts as a catalyst for progression.