Limelight Networks has introduced a service that enables interactive video ad units within applications running on iOS and Android platforms.

Called Limelight REACH Interactive, the service helps publishers, agencies and advertisers create tappable pre-roll and post-roll in-stream video ads, which open coordinated microsites. Playback of the video containing the ads is paused while consumers interact with the landing page.

These video ads are unskippable on the device, as video playback controls are disabled while the ads are playing.

Limelight REACH Interactive delivers in-depth analytics for both publishers and advertisers on video playback and user interaction. Publishers can measure drop-off rates for users who close the mobile app while watching the video as well as buffering events that negatively impact user experience, while advertisers gain insight on ad views and user engagement.

REACH Interactive captures the following behavior data, including:

When a user plays or stops video content

When the video ad within content started and ended

When a user tapped on video ad

When the user returned to video content from ad landing page

The amount of the video content that was played in 25-, 50-, 75- and 100-percent intervals

When a buffering event occurred

Visit Limelight Networks to view a demo of REACH Interactive.