Mobile advertising company AdMob is announcing today their latest innovation in advertising technology designed specifically for the iPhone. Starting in July, advertisers will be able to create new ad units that offer integrated social networking features, built in search, and more dynamic content which can be viewed without having to leave the ad unit.

Today, AdMob reaches 19 million unique iPhone and iPod Touch devices worldwide by serving ads both on sites and within applications, reports the company. Although they work with other platforms, they feel the iPhone holds a special importance. "We believe the iPhone is leading the industry forward," says Jason Spero, Vice President and General Manager, North America.

They wouldn’t be wrong in thinking that the iPhone is a revolutionary platform for advertising. We’ve already seen innovations like shakable and location-based ads – things that are just not possible with any other medium. To top it off, a study released only days ago showed that iPhone users were three times as likely to recall mobile ads as users of other platforms. That alone makes the iPhone the platform advertisers want to focus on.

With the new units coming this summer from AdMob, advertisers will be able to do even more with their display ads which will soon become a lot more interactive. For example, the ads will be able to connect consumers with the advertiser’s content on social networking sites like Twitter, Facebook, MySpace, Digg, Flickr, and LinkedIn. Consumers will also be able to interact more directly with the ads themselves by typing in search queries directly into the units.

Additionally, ad viewers will be able to learn more in-depth information about the ads they’re viewing thanks to new multi-panel banners (aka "rich media" ads) and scrolling canvases which will allow ads to really maximize the small space they have available. Although dynamic, scrolling ads sound like they could become an annoyance, as we’ve learned before, if placed correctly and timed appropriately, consumers don’t seem to mind that much.

What’s most interesting about this announcement is how AdMob plans to integrate the search within their ads. With this technology, advertisers will allow consumers to search through their mobile-ready web sites or even connect them to databases of content – like their inventory, for example. Unfortunately, the social and search features will launch the Safari web browser, taking you away from the application you were using. Only the scrolling canvas ad units keep you within the app. (We hope that’s something that will change in the future – we hate being kicked out of our games!)

To help prepare their customers for these new ads as well as the upcoming iPhone OS 3.0, AdMob is releasing a new version of their software development kit (SDK) on Friday.

This is the exactly the kind of stuff that makes us look forward to viewing ads on our phones. Well, almost.