On Friday, Google formally rolled ad extension functionality into the AdWords platform. While extensions have been present for some time, campaigns can now more easily manage their extensions at the campaign level. Extensions are not exactly iAds-like, but definitely provide a step-up from the typical text-only AdWords format. Look for more AdWords campaigns to start using these features (including the addition of video as an extension, which is currently in beta). Given the enhanced focus that Google is putting on extensions with this tweak, they are continuing to do everything they can to ensure the iAds hype remains just that.
Check out the ad extensions video below for a bit more perspective.