AdMob Launches Interactive Video Ad Unit for the iPhone

--Company Was Recently Acquired by Google for $750 Million

AdMob--a mobile advertising network which, earlier this month, was acquired by Google for $750 million--on Tuesday announced the launch of a new Interactive Video Ad Unit for the iPhone. The company claims that the new ad unit is "the first to bring true interactivity to mobile video advertising" via in-player actions that enable consumers to browse Web sites, view additional videos and more while the video they were watching plays. The first ads based on the new format are slated to begin running this week in select applications across AdMob's iPhone ad network, which it claims has reached over 20 million unique iPhones and iPod touch devices worldwide this year. "AdMob's new Interactive Video Ad Unit brings together consumers' love of watching videos on their mobile device with advertisers' goal of providing an interactive, social experience for consumers," AdMob founder and CEO, Omar Hamoui, said in a prepared statement. "We are excited to create new ways for advertisers to engage with consumers on their mobile devices and for the developers behind the most popular and engaging iPhone applications to effectively monetize."

According to AdMob--whose other iPhone ad units include multi-panel banner, scrolling canvas and search ads--the new Interactive Video Ad Unit will be sold primarily as an interstitial that will automatically play as an application loads. The company claims that this auto-play implementation delivers a captive, engaged audience similar to video interstitials on the "traditional PC Web." It will also be available through a banner ad unit, where consumers will click to play the video, the company says. The ad unit features customizable interactivity buttons within the video player, "putting users a touch away from deeper brand engagement with an advertiser as they experience branded video content," AdMob claims.

AdMob says that it utilized its "unique insight" into consumer usage patterns on mobile devices and its "significant investments" in mobile technology in order to create the new unit. For each ad, the company says, it creates multiple bitrate encodings of the video files and then dynamically streams the most appropriate file size based on the device's EDGE, 3G or WiFi connection. It also says it uses a network of globally distributed servers to ensure the fastest possible video load times.

More information on AdMob's new Interactive Video Ad Unit for the iPhone, including screenshots and a demo video, is available here.

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