Paso Doble: A Groundbreaking Video Ad Unit for Apps?
Mobile media company Zumobi has introduced what it believes is a revolutionary and groundbreaking video advertising format that runs inside existing mobile ad units on iOS smartphones.
Zumobi is calling the format an alternative to pre-roll and believes it will enable publishers to integrate video ads such as movie clips and commercials into an application when their publishers are using its ZBi platform.
The new Paso Doble unit works as follows. Consumers visiting apps on their smartphones are presented with an auto-expandable 320x180 ad that automatically plays. Once expanded, a user can tap on the video to active a full screen video and audio experience, or be directed to an external destination. Should the user not click on the ad unit, the video will collapse to a default (320x50) banner state. The new ad unit runs on any MRAID compliant app including those within Zumobi's publisher network
"We haven't seen anything else like it on the market today, and brands understand the value of delivering high-quality video content into MRAID standard ad units," said Ken Willner, CEO of Zumobi. "This provides a highly scalable and elegant alternative to pre-roll video or full-screen interstitials."