Wendy future of retail top

Unilever to advertise on Apple iAD mobile platform

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LONDON — Unilever will be the consumer goods presenting advertiser on Apple Inc.’s new iAD mobile advertising platform, which will enable the consumer products giant to run ads on iPhone and iPod touch devices.

Dove for Men will be the first consumer product to be advertised on iAD when it launches early next month, according to Unilever.

"Unilever has always been an innovator in advertising — from the first black-and-white and color advertising on U.K. TV to Dove ‘Evolution’ being the first online ad to win the Lion d’Or at Cannes — and we are now leading marketing into the digital age where the key will be to unlock the potential of mobile," Keith Weed, Unilever’s chief marketing officer, said in a statement.

Apple chief executive Steve Jobs unveiled iAD on Monday at the computer electronics company’s Worldwide Developers Conference in California.

Unilever said Dove for Men will be the first in a series of its brands slated to run ads on the new mobile platform.

"We know that 25% of the world is online now, but the next 75% will mostly get online via mobile," stated Babs Rangaiah, Unilever’s vice president of global communications planning and architect of the Apple deal. "This partnership will offer us the ability to work within what we believe will be the future of the mobile Internet – apps."

Apple announced that iAD, a component of its new iOS 4 operating system for the iPhone and iPod touch, will launch on July 1. The company said other advertisers in the network will include Best Buy Co., Campbell Soup Co., Chanel Inc., J.C. Penney Co., Sears Holdings Corp. and Target Corp.


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