The video ad producer Ebuzzing has re-launched its Captiview format for mobile, which gets iOS and Android app users to select and watch a video advert before gaining access to content.

Ebuzzing now offers geolocated and mCommerce video ads for mobile, along with the M-Tab, which enables the viewer to interact with and move the content around the screen. The company says these formats, which are already in use online, will improve mobile web traffic monetisation and help publishers depart from banners and basic interstitials. 

“Banner blindness is something which has plagued online advertising and advertisers are now facing the problem of making users aware of their advertisements on mobile, without disrupting the user experience,” said Bertrand Quesada, COO of Ebuzzing. “As the M-Tab is outside of IAB standards and expands into an interactive rich media zone when clicked, it’s far more eye-catching, engaging and effective.”

We went to the IAB to see what they thought of this maverick-like behaviour. Jon Mew, director of mobile and operations at IAB UK, said: “It’s important that marketers are creating ads that are engaging. Recent IAB research showed that consumers are more than twice as likely to be engaged with interactive tablet ads. However 95 per cent of respondents said that it is important that tablet ads are unobtrusive and don’t interfere with what they are doing – so striking the right balance is crucial for a successful ad campaign.

“It’s great to see Ebuzzing are pushing the boundaries with regards to ad formats, as we’re strong believers of innovation.”