YuMe 'flips' video ads

Using YuMe Mobile Flip, users can tap or swipe to 'keep' an ad message on one slate/view of a tablet and then flip to another slate to engage on a deeper level with the brand/advertisement. Early testers of the unit include Elizabeth Arden and PHD Media.

"YuMe Mobile Flip takes the mobile video experience to the next level by providing a seamless platform to further engage with consumers," said Elizabeth Park, executive vice president, North America Marketing, Elizabeth Arden. "With the rapid growth of mobile videos, the ability to immediately interact with brands will be a key differentiator for mobile consumers."

"We're known as one of the most progressive agencies around, as YuMe is known for their constant multi-screen innovation," said Kelley Train, group digital director at PHD Media. "Now, PHD clients will be the first to market with the YuMe Mobile Flip ad unit. We look forward to continuing our drive to deliver forward-thinking solutions that set our clients apart from the competition."

In one example, YuMe reports a car brand could offer a 30 second commercial through one slate and, on the second slate, a longer-form content piece could be offered, showing more detail about the car. That second slate could even hold video clips from television shows or upcoming movies featuring that car.

"With the addition of YuMe Mobile Flip, YuMe has taken a commanding position in enabling advertisers to reach today's highly connected consumers on all of the devices they use in their professional and private lives," said Ed Haslam, senior vice president of marketing, YuMe. "Our strategy with our suite of interactive ad unit offerings is to help advertisers and publishers lift their brands by delivering compelling video content to users on four screens - tablet, smartphone, PC and Connected TV."

Ad slates can include calls to action including Save the Date, Location and Calendar options.

Tags: mobile ads, mobile marketing, mobile video, video ad units, YuMe