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Microsoft and Sony Pictures Television were the first advertisers to use several of the four new AdMob iPhone ad formats launched July 1. Sony Pictures Television created its ad to promote the Lifetime Networks Drop Dead Diva show. The Sony ad utilized AdMob’s new multi-panel banner format. Four different ad sequences were merged into one ad unit. Three pictures from Drop Dead Diva were shown in the ad and the fourth panel showed a link to a microsite. Microsoft’s Bing ad, created by Universal McCann, utilized a search format that allowed users to create a query by typing the search parameters straight into the ad. The search box was located on the left side of the ad. While, the advertisers logo was displayed prominently on the right side of the ad. The two other formats introduced by AdMob are designed for advertisers who want to connect to the millions of users on the mobile social networks. One format enables advertisers to post content on Twitter and other social networks. The other format allows advertisers to take advantage of the page-scrolling feature utilized by many IPod users. According to Tony Nethercutt, AdMob’s vice president of sales: "Mobile advertisers are looking for ads to be more engaging, similar to executions that are done on the PC, When sellers in the mobile space ask agencies to consider mobile they need the same types of units and engagement factor." Reaction to the AdMob’s new adverting units is mixed. Responding to the AdMobs impact on consumers, Patrick Moorhead, director of emerging media at Razorfish feels that: "Mobile clients have struggled to build messaging because of the real estate with inventory that is too small and limits what you can do. Now we have units that deliver more experience to consumers who can engage with the media and it doesn't use up their mobile bandwidth." While Neil Strother, a Forrester analyst, has observed that, “the new formats are interesting and more interactive but provide low metrics, "because 95 to 97 percent of the audience doesn't have iPhones”. The latest Nielsen numbers show 6.4 million iPhone users in the U.S. in April 2009, up from 1.8 million in April 2008.” Forester also feels that “aadvertisers will be tempted to climb aboard the mobile market, but not until they see more consumers clicking on ads on mobile devices” According to Tony Nethercutt, half of AdMob’s sales come from outside the United States. In addition, there is no “up charge” in the cost of the new ad formats because they are sold at a cost close to that of standard advertising banners. "iPhone is the first device that allows ad creative to become as interesting as the PC world," he has stated, "It enhances the elegance of the platform and provides more creative freedom than WAP from a tech and usability standpoint. The new ads play with iPhone apps. “ There are currently 2,700 apps in the AdMob network” ”